Businesses understand that content marketing is critical to engaging customers. In fact, content marketing has become so necessary that it is no longer exclusive to the marketing department and is expanding into other functional areas of the business.
Executives know that content is the company’s voice in a 24/7, omni-channel world, yet they struggle to keep up with the challenge of developing and deploying a consistent stream of customer-centric brand stories that achieves business objectives. There are several reasons for this:
- Marketing is a silo: internal communications, external communications and sales enablement are all running individual marketing programs separately, and often disparately, from one another.
- There is no corporate story: all areas of communications are developing and deploying key messages that relate to their specific marketing program but do not tell an integrated and differentiated corporate story.
- There is no content strategy: simply producing more content takes priority over deploying a disciplined process that ensures the content being developed is strategically aligned with corporate messaging and positioning.
For marketing to break out of its silo and become a powerful catalyst for business growth, there must be a Corporate Messaging Platform that drives all communications efforts, regardless of the area of the business from which it originates. Once there is a Corporate Messaging Platform in place, a content strategy can be developed — a strategy that maps how the corporate message should be conveyed to target personas and defines how the story is scaled across the organization.
An effective content strategy extends and amplifies the Corporate Messaging Platform by providing the framework for all functional areas of the business to develop and deliver a consistent stream of meaningful and relevant content that shapes the customer experience.
Discover why a documented content strategy makes a difference.
