Content marketing across a large organization has unique challenges. The more departments and people involved, the more cumbersome it can be. However, content marketing is essential to a company’s growth. With enterprise content marketing, having the ability to be agile when change is needed is essential.
But how do you accomplish this? And what barriers will you meet? Let’s find out.
Enterprise Marketing Research: Trends and Challenges
Content Marketing Institute (CMI) recently published the Content Marketing 2019: Benchmarks, Budgets, and Trends—North America and delivered some interesting findings on enterprise content marketing.
It may seem to many that enterprise businesses have an easier road with content marketing with larger budgets and more resources, but in an environment with multiple locations, product lines, or brands, the hurdles they face can sometimes feel magnified.
The report found that enterprise content marketing teams struggle with:
- Coordinating content marketing efforts among multiple departments and brands (74%)
- Working across too many departmental silos (and those silos may be dysfunctional!) (60%)
- Integrating content marketing technology effectively across the enterprise (50%)
- Having the ability to be agile when change is needed (49%)
- Maintaining message consistency (45%)
Based on these insights, it’s fair to say that the larger and more distributed a company, the harder it is for all teams to work together to develop a strong content marketing framework. Communication break downs, even small ones, add to the chaos. This can lead to inconsistency, duplication of efforts, and a possible lower ROI on marketing efforts.
Could moving to a more centralized content marketing team help? Could this lead to agility?
Restructuring Content Marketing Operations
Your enterprise may be able to alleviate some of its challenges with a restructured content marketing operation that functions as one group, which has been called a “content center of excellence” by Robert Rose.
With one dedicated team managing content for all brands, products, and departments, much of the friction can be avoided. With this structure, more people are aware of the results of their content strategy and execution. Yet, per the CMI research, only 26% of enterprise marketers say their business uses this structure.
A centralized structure also works to break down silos across teams. Alignment between sales and marketing is a key element. In an enterprise organization, these two functions are typically separate but they have to be on the same page.
Being able to share audience information and being aware of each group’s goals leads to better content marketing. This is because you’re staying relevant to your target buyers while also ensuring that goals are supported by strategies and tactics.
This alignment can also help navigate change easier. Agility is not necessarily a characteristic of a large organization, but it’s vital in content marketing.
For example, if your sales team is hearing from prospects that a competitor has changed its pricing model and relays this to marketing, the marketing team can then switch course and develop content that plays to this new information.
Unfortunately, most enterprises don’t have this alignment. The CMI study found that only 19% of enterprise marketers said content marketing and sales teams were extremely aligned, with 28% reporting little to no alignment.
Can Technology Help Bridge the Gap?
So, you know you need better communication, collaboration, and alignment. A content marketing software platform could help you bridge the gap.
Your team can have the best structure and the best intentions, but without technology to support them, they are likely to miss opportunities and not have the ability to be agile. Technology is about more than just allowing you to scale, it needs to provide a place for easier content collaboration.
With seamless collaboration, communication, and a centralized content calendar, everyone in the enterprise can have a transparent view of what content is being created and its status. Let’s look closer at the important features that enable agility.
A content calendar is the central hub for your content marketing efforts. It defines the very specific and day-to-day management of your content projects, their progress, and when they will be published.
Content calendars also allow you to be more flexible. When you have a content plan that defines your long-term planning, you are more able to create on-demand type assets based on what’s happening in your market or industry. Teams can be more agile and produce content that is timely, yet you still have visibility for the entire enterprise to view.
Another great aspect of a content calendar is having a place for ideation. This allows any person involved in content creation to contribute ideas. Then, conversations can occur about the plausibility and timeliness of each idea. When something unexpected happens in your industry like a market shift, new regulation, or emerging pain point, you can hash it out here and then create assets that will be meaningful to and timely for your audience.
Content Collaboration Functionality
The content calendar allows for transparency and visibility; content collaboration ensures that every person on your team can work together without barriers. And it’s possible to facilitate this in your content marketing software.
Look for features that encourage collaboration like project management tools, commenting and tagging, and automated notifications. With project management tools, you can streamline your processes so that when the time comes for changes, you have a solid workflow and aren’t panicked about what do next.
Notifications also enhance communication so when changes are made, everyone who needs to be notified is. By using technology to improve collaboration, you may find your team is actually more productive, and the need for long meetings dwindles.
Content Analytics: Understanding Results
Measuring your content marketing efforts is probably already part of your content marketing process. But how easily accessible are those metrics? With the right platform, you can create customized dashboards that give you the information you need in real-time, enabling more agile planning and production.
By having this information readily available, it can also help you determine when you need to change course. If some topics or formats of content aren’t performing well, it could be telling you that your audience isn’t interested. Changing to another focus could provide better engagement. With content analytics, you’ll be able to understand better what’s important to your target buyers.
Being agile in an enterprise organization is never easy, yet, it could be the key to ensuring your content marketing efforts return the traffic, leads, and conversions you desire. A critical ingredient is the right technology.
If you’re struggling with agility, give the DivvyHQ platform a try. It’s free to test it out. Get started today with a 14-day free trial.