Sublime content transforms your bottom line. But marketers have to take into account ever more requirements. The right marketing technology can streamline the increasing complexity of the content creation process. Your marketing colleagues will be relieved, and your CFO will be happily surprised.
Content creation often doesn’t get the credit it deserves. 55% of marketers say that “proving value to people who don’t understand what they do” is their top source of stress. And that’s besides the stress that the content creation itself is causing them.
Producing effective content is both important and surprisingly complicated and here is why…
The right content makes all the difference
Stats prove that the right content can be incredibly effective, and can greatly affect the bottom line. Compared to traditional marketing, content marketing is six times(!) more effective at converting visitors into customers. 68% of consumers say they feel more positive about a brand after consuming content from it.
If you manage your content just a little bit better, consequences could be huge. Produce a few more great content pieces and deliver them in the right place at the right time, and you are bound to transform business performance.
But making a difference is difficult
Marketers have an increasing amount of projects to manage. Compared to 15 years ago, marketing executives must coordinate 6.5 times more projects across 11.9 times more agencies in just 15% of the time.
Somehow, marketers are expected to juggle a host of requirements and responsibilities and make it look easy. No wonder 1 in 4 marketers now says they are “stressed to the max”.
Still not convinced of how hard being a content marketer can be? Here’s a list of questions marketers are expected to answer on a daily basis.
Strategy – You need to master goals and objectives.
What do we want to achieve? What has priority? And what are the objectives and expected ROI?
Budget – You need to control the money.
Which cost centers do we have and how are they linked to departments? Which part of the budget is planned, allocated, committed or spent? Where are the invoices and are they correct? Can we optimize the budget to get the famous “bigger bang for the buck”?
Planning: You need turn ideas into actionable tasks.
Campaigns need to be managed in calendars that can be shared or accessed. Who is delivering what and which processes do we follow to guarantee quality? Who is reviewing and approving the creative part of the production, or the legal disclaimer, or the correctness of the product features? And do we have time for this in terms of capacity?
Branding: You need to master psychology.
Does the content match the mission and vision, culture and colors of the brand? Are the chosen images matching the look and feel that we want to communicate. Can we embed the brand elements in creative templates and what are the consequences?
Content – You need to go into the details of the content and message.
How can we localize content to make it relevant in every country or even at every street corner? What are the Ad & Banner sizes and in which technical formats (MP4, PNG, JPEG) do we need to deliver? How do we deal with different product pricing and currencies and local legislation?
Distribution – You need to make sure your hard work reaches your customers.
How can we populate the content to channels or channel partners? Do we work with specialized agencies? Do we use software tools such as marketing automation tools? Can we re-use or repurpose content in our social campaigns?
Structure your content creation process
Marketers need relieve from their perpetually under-appreciated content deliveries and jam packed schedule. A manual content creation process is a guaranteed recipe for disaster. Also, marketers need specialist tools to get them through their day, to be less busy and more productive.
A dedicated marketing operations tool is far from the next shiny object. In fact, you could say a marketing operations tool it is one of the least shiny objects you could buy. It is the invisible backbone that customers won’t notice when it’s working well, while your CFO and especially your Chief Revenue Officer will definitely notice. It is the essential core of your content engine, whatever the output channel is.
How the right tools help structure content creation
Marketing Technology can help to control chaos and master the content creation process.
It can help you to:
- Reduce the amount of data entry by reusing what’s already there
- Embed best practices in workflows and creative templates
- Automatically update content in multiple publications, reducing workload
- Keep deadlines by sending reminders and notifications
- Stay legally compliant by centrally maintained disclaimers
Curious how BrandMaker can help you to be less busy and more productive? Let us know which of the questions keep boomeranging to your desk or inbox, and we’ll share with you how we solved it for your fellow marketers.