I read an interesting article in the Content Marketing Institute’s This Week in Content Marketing. The CMO Club and IBM funded a study that examined what areas CMOs are spending their money on. One statistic caught my eye:
Content development—follow the money
While I do agree that content is king, the question I have is if so much effort is going into content development, how is the content being shared with customers? Leveraging content is one of the biggest challenges I hear about from marketing executives, along with omnichannel management, globalization and personalization. Another issue that frequently comes up is how different departments, such as sales and marketing, seem to get in each other’s way due to turf wars and so content isn’t always used consistently across channels.
Why am I pointing all of this out? Because what the CMI is discussing is the same type of issues that are at the heart of our recently announced Corporate Content Cloud initiative. Creating new and exciting content is all well and good, but how does that valuable content get shared across all channels, especially if you are a CMO that is responsible for global marketing activities? On their road to digital transformation, companies must use content more effectively and consistently to improve the customer experience across all touch points and throughout the entire customer journey.
Do you find it hard to leverage marketing content within your company? If so, please feel free to contact me and we can discuss it in more detail.