The tendency for marketers to work in silos, the challenge of running unified global programs that are customized for local markets, and the ongoing struggle to prove the complete ROI of content marketing. Many shared them with us at ThinkContent New York 2018. Rather than operating in hierarchical, top-down, siloed organizations, marketers would organize themselves into small teams; people with different specialties would work together to take an integrated approach to content marketing where every strategic aspect is mapped out and agreed upon from the start. “There’s a need to orchestrate content across silos and teams.” Where to start? For the emotional side, emphasize the brand impact of content and share inspiring examples from publishers and other brands. Always have your customers in mind Though proving content marketing ROI is important, the focus on metrics can’t eclipse your commitment to your audience. Dusty DiMercurio, Director, Content Marketing and Social Media, Autodesk, agreed. “The funnel continued to keep marketers and sales so focused on the transaction. Vice is another brand that’s seen immense success in becoming the media company for Gen Z. There’s no denying that our world is always changing – and that, as marketers, we need to anticipate how those changes will affect the way we work.
At NewsCred’s ThinkContent New York 2018, 400 senior-level marketers gathered for a day of networking, learning, and sharing their hard-earned content marketing wisdom.
The event’s theme was “ThinkContent: Transform Business,” a nod to how content is now at the core of every marketing activity and has the potential to drive incredible results that impact all areas of a company.
“Content marketing has taken a long time to emerge and mature, but it’s here now,” said Shafqat Islam, NewsCred CEO and Co-founder, in his opening keynote. “As an industry, we’re pretty good, but we can be great.”
What’s holding us back from greatness? The tendency for marketers to work in silos, the challenge of running unified global programs that are customized for local markets, and the ongoing struggle to prove the complete ROI of content marketing.
Yet, marketers are finding solutions. Many shared them with us at ThinkContent New York 2018. Read on for the top takeaways from today’s leading marketers.
Rethink the way we work
Content marketing is not a solo pursuit. In order to be successful, you must work cross-functionally with other teams and partners – design, creative, engineering, social media, email, paid, and PR, just to name a few – in order for your content to reach and engage your audience.
Islam believes marketing organizations would be more effective if they were organized into “teams of teams,” a framework developed by retired U.S. Army General Stanley McChrystal. Rather than operating in hierarchical, top-down, siloed organizations, marketers would organize themselves into small teams; people with different specialties would work together to take an integrated approach to content marketing where every strategic aspect is mapped out and agreed upon from the start.
“The world is changing at a fast clip, and it’s important for marketers to be able to adapt with speed,” said Islam. “There’s a need to orchestrate content across silos and teams.”
Where to start? A first step could be winning over supporters in different functions and getting them invested in content marketing.
Jenn Eldin, SVP, Global Head of Content, Citi, suggested appealing to colleagues’ emotional and rational sides when rallying them around content.
“Draw on the art and science,” she said.
For the emotional side, emphasize the brand impact of content and share inspiring examples from publishers and other brands. For the rational side, show how content marketing can improve operational efficiency and help achieve the goals they have to meet.
Harness the power of ROI data
Many ThinkContent speakers agreed that there’s power in knowing the ROI of your content marketing – even if it’s a struggle to obtain that data.
“The more you understand the metrics, the more buy-in and resources you can get,” said Cara Friedman, Director of Content and Community, ClassPass.
Ray Pryor, Content Marketer, Grainger, and Liam Moroney, VP of Analytics and Insights, NewsCred
Ray Pryor, Content Marketer, Grainger, and Liam Moroney, VP of Analytics and Insights, NewsCred, recommend laying a strong foundation for proving ROI by creating a content marketing strategy that…
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