Content strategy for managing marketing disruption

Content strategy for managing marketing

disruption

Prepare for, respond to andmanage disruption

Author: Prayukth K VGraphics: Prabahar Chitraikani

Disruptive Content Marketing

The landscape

Marketing disruption is here to stay

Scale: transformative rather than incremental

Marketing organizations are forced to make sudden and drastic changes to cope

Blanket use of terms has confused marketers

Cause of such disruptions and a clear decision strategy still elusive

Defining customer journey and connected marketing interventions is now a

priority for marketers

Many are putting mechanisms in place to help take actions to measure impact

Systems, metrics, budgets, processes, talent and strategies still centered around

conventional marketing tactics


The 7 ‘C’s of Marketing Disruption

Content

Complexity

Clarity

Connections

Channels

Communication

Customer


Data

Demand for complex content is rising

There is a ‘mad scramble’ for content talent

Percentage of cos with formal content roles has risen from 35 pc in 2013 to 71

percent this year

84 percent of marketers do not have a formal content strategy

Growing focus on content supply chain management

Stress on role of content in fostering loyalty and customer experience

Content production is often conducted in silos, which prevents consistent quality and

consistent measurement of its efficacy

Quarter of marketing organizations are not using data to make decisions

As much as 50 percent of marketing organization admit they don’t have the right

analytical mechanisms in place


Content Supply Chain Issues

Production in silos

No means to measure efficacy

Lacking consistency and direction

Focus on macro efforts such as promotions

Relevance and value to customers?

Messaging glitches


Operational challenges

Employee engagement

Structuring processes

Modifying the enterprise-level content culture

Editorial transparency

Request management

Establishing quality support mechanisms


Managing disruption

Integrate content into institutional customer experience framework

Implement content supply chain management

Empower to and encourage experimentation and innovation

Establish formal content roles

The most innovative and engaging content often emerges at the messaging

fringe

Invest in disruption – hire, train and upskill

Maintain a communication line between frontline teams and management


Responding to Disruption

Encourage cross-functional collaboration

Organization-wide disruption preparation including people, process, budgets,

systems and functions

Run pilot content projects to test messaging adaptability and efficacy

In-house content competitions?

Invest in mechanisms for making data-informed decisions

Track competitors and their analytical strengths

Create messaging and content filters

Re-engineer processes in batches to facilitate collaboration, transparency,

measurement and learning

Thank You !!!