The dirty secret of successful content marketing is that it requires operational competence to pull off. Coordinating written web content with videos, social media, promotions and other activities can be a full time job in itself, even in smaller organizations.
That said, it seems like almost everyday I come across oversubscribed marketers who are too busy “getting stuff done” to even think about marketing operations. Implementing marketing operation initiatives is something that all-too-often gets swept under the rug when business priorities call for disruptive videos, and high-conversion offers and more leads. So inevitably marketing ops solutions never gets put in place and chaos rules the day.
Being operationally sound creates opportunities for more effective and efficient content marketing. Here are three operational initiatives any marketer can implement to improve the performance of their content marketing:
(1) Map Out Your Customer Journey
Having some understanding of how prospects interact with your marketing on their way to becoming customers is critical. Even if you do not have a clear idea, don’t be afraid to hypothesize. Once you have an hypothesis, you can test it and ultimately find ways to improve.
(2) Match Your Content Initiatives to that Journey
Be sure to outline how your content marketing initiatives tie into your customer’s journey. If your current content marketing initiatives do not really support the customer journey, brainstorm and develop new approaches that will. Remember, you want to prioritize development of content that plays a direct role in helping expand reach, drive leads and convert prospects.
(3) Promote Transparent Collaboration Across Functions
Once your content initiatives are in place, promote transparency and collaboration among all your team members. Social media initiatives are made stronger when video content is produced with social in mind. Likewise, email marketing can get a boost when tied into development of blog content and visa versa. Transparency makes the development of integrated content all the more efficient and effective.
To learn more about effective content marketing practices, check out our LIBRARY OF FREE RESOURCES.