In last month’s blog post, we discussed the fourth of five core marketing processes essential to effective and efficient marketing operations — the campaign development process. This month, we are discussing content operations.
Let’s face it, marketers have been developing content for eons, and we don’t need to discuss the basic process around content development. But there are several new factors that require content operations and associated processes to bind it all together:
- A requirement to develop content in such a way that it can be splintered
- Multiple sources of content (including blog posts) from many regions of the firm
- New formats for content such as interactive whitepapers
- New channels for business including blogs, Facebook, LinkedIn, and Twitter
- New requirements for tracking content effectiveness
If you arbitrarily combine the disparate teams developing content, with the types of content, the tools for handling and storing content, and all the channels, the result is chaos.
Content Operations Process
In 2015, the Content Marketing Institute shared that on average, B2B marketers allocate 28 percent of their total marketing budget to content marketing. That’s right, one third of the total budget going to content and yet:
- Only 30 percent of B2B marketers say their organizations are effective at content marketing, down from 38% last year — Content Marketing Institute, 2015
- 55 percent of B2B marketers say they are unclear on what content marketing success or effectiveness looks like – Content Marketing Institute, 2015
- Only 32 percent of B2B marketers say they have a documented content marketing strategy — Content Marketing Institute, 2015
Wow! One third of the marketing budget is devoted to content and yet only one third have a strategy.
To avoid the chaos and spend your budget wisely, you will be well served by organizing your content operations along these lines: