Digital is everywhere. As a result, the pressure on leadership is increasing to redesign the marketing organization structure towards more customer centricity, customer experiences, data driven and personal marketing.
Marketing leadership is reacting by investing in new concepts such as content marketing, inbound marketing, marketing automation and (big) data marketing. But without the right organization, any of these new concepts is set for failure.
But today’s modern marketing organization is complex, and requires purposeful planning and a combination of talent, technology, and consumer insights in order to have a positive impact on the company’s bottom line.
In this blog post, I want to explore how you can structure your marketing organization, and answer the following questions:
- what skill-sets and profiles do you need?
- what organization structure do you need?
- what new functions and teams do you need?
- how will departments work together in new agile ways?
- how do you structure for content marketing?
- how do you organize for agile marketing operations?
A culture of content is an organizational environment and attitude that embraces and evangelizes the importance of content marketing and internal knowledge-sharing across the entire enterprise.
A business that achieves an internal culture of content is one that inspires employees—not just those in marketing—to create content for both internal and external consumption. If brands want to succeed as publishers long-term, their commitment to storytelling has to start with their company’s culture.
The question is: how do you do that? In this blog post I want to take you through a number of steps that introduce a genuine culture of content. Read more
Transforming a marketing organization to embrace digital marketing requires change. Some companies seem to make this transition seamlessly, and other are struggling.
The dream of agile marketing operations, 1-1 marketing, digital customer experience, intelligent marketing technology and digital customer journeys seem to be impossible to reach.
What are some of the big fundamentals driving digital marketing transformation?
In this blog post I discuss 5 critical “must-do’s” to get organized for Digital Marketing Transformation.
But organizing for digital marketing transformation is not without its challenges…
Organizations in B2B and B2C increasingly need to organize for the digital customer journey.
It’s no secret that the buying behavior of customers is increasingly influenced through digital content consumption and digital interactions using smartphone apps, tablets, social media and now als wearables.
Baby boomers, generation X and millennial spend more time consuming content, up to 20% hours a week, according to a new study “The Generational Content Gap”, in which Fractal and Buzzstream surveyed over 1200 people about digital content consumption.
Companies need to respond by understanding this digital behavior, and rethink the organization. Internally, and externally. From a marketing perspective this requires a different type of marketing.
I usually call it modern marketing these days, because it’s difficult to cover this subject in a couple buzzwords.
But it boils down to:
- applying modern digital marketing tactics,
- a culture of digital optimization,
- building a digital marketing technology backbone, and finally…
- a new type of organization with new digital roles in the marketing department.
That’s a lot of change. Where do you start?
What is the initial spark that sets this change in motion?
“We buy our blog posts 500 EUR a piece” he told me the other day. “What kind of blog post are that?” I asked. He was buying 10 of these blog post a month, on average 500 words per blog post.
That’s probably the worst approach this marketing manager could take towards content. The output he gets by aiming for 500 words articles is just horrible. It’s usually a “one-pager”, with one single meaningless graphic, pulled from a stock-photo website. Others might tell you that you need 1500 word articles, because these are going to make you end-up higher in search-engines.
I say, that’s crap. Don’t believe them.
Blog Post Summary
In a world filled with content, and decreasing user attention, this kind of simple approach to content is just not going to cut it.
With this post I want to show you, “once and for all”:
- what content quality really is about,
- how Google treats good and bad content quality,
- how consumers and customer in general spot quality content,
- how long quality content should be,
- and finally how you can get organized for content quality.
Now let’s get started, and explore the world of quality content…
(oh, this starts to feel like a rant, but don’t worry, this is not going to be a rant!)