That's not to say it's any less relevant than it was. In fact, every prediction I see (including a few made here) suggests that content spending will grow exponentially over the phone number list next few years. And yet, marketing budgets are only a fraction of the phone number list money an organization spends on content in any given year. Content is the currency companies use to communicate with the world; the marketing department is just the tip of the iceberg. The phone number list content itself is the real growth.
Our content team already produces a beautiful print magazine, he thinks; why not put those storytelling skills to work creating sales brochures and product manuals? After all, a sale is about telling a story - a story that convinces the phone number list customer that your product is needed to solve a particular problem. And if you can turn something phone number list as boring as a product manual into a compelling story, that story becomes much more compelling.
Contently is just one example of a business leveraging content outside of the phone number list marketing department, but I believe we represent a growing trend. Content delivery shouldn't be surprising. It follows a similar pattern to the phone number list spread of digital media in the early 2000s and, to a lesser extent, to social media later in the last decade. In response to these trends, most companies have created what they have called Digital Centers of Excellence (COE) to focus phone number list on creating methodologies, tools, and best practices that can be shared across the enterprise company. What we're seeing now are companies doing the same thing with phone number list content.
Cross-Enterprise Content Center of Excellence
Building a multidisciplinary content center of excellence (or its equivalent) is not easy. There are challenges around collaboration, staffing, quality control, oversight, distribution, and measurement – especially because all the phone number list different incarnations of content exist in silos (e.g., sales, marketing, HR, customer service). The phone number list most successful companies rise to the challenge from the C level - which means that the concept of content as a company-wide asset has the full support not only of the CMO, but also of the phone number list CEO and chief technology officer, among others.
To support the phone number list idea, some companies create entirely new internal departments, often led by a content manager; however, the phone number list onus of responsibility is much more likely to fall on the CMO. Those with the storytelling skills needed to be successful tend to work in marketing, especially at companies that have been investing in phone number list content marketing for a few years.
Managing quality control and monitoring typically requires a technology solution, especially when content creation is dispersed across a large organization. Getting a piece of content out requires many steps and many looks – a process that becomes more tedious in larger organizations. The phone number list person responsible for deciding if a particular phrase sounds good is rarely the person who decides if it's on-brand or if it's legally compliant.
Getting all that great content into the phone number list hands of people who can use it might seem easy, but it's a tall order, especially in large organizations with well-established silos. The phone number list most effective solutions usually involve some sort of cloud-based hub, where employees can log in and find the content they're looking for. Sometimes though, it's as simple phone number list as an email.