Content: the magic happens in merging, saving on costs as well

Content is the sexiest and most misunderstood tool in an organization. Mostly, it’s embedded in the marketing department.  Yet, the other departments also produce like crazy.

• Marketing content: focused on the lower funnel, activation, and performance from campaign to campaign following the marketing calendar
• Corporate communications content: more focused on the upper funnel to build the brand with the mission and vision, including showcasing the values
• PR  and PA content: ad hoc crisis communications and upfront mitigating risks on relevant topics
• Employer branding content: getting in new talent and making current employees proud
• Customer care and webcare content: they are golden as they are the first point of contact with the outside world. They know like nobody else what’s going on in the hearts and minds of your customers

Why it matters

Advantages

Merging content over all departments has many advantages.

• Save on costs: reuse, repurpose, republish, coproduce
• Central planning and overview; this is also indispensable in times of crisis communications
• Have a designated content strategy instead of content to follow the marketing calendar
• Consistent and integrated storytelling
• Accountability; macro data analysis and attribution on business objectives

Disadvantages

Also, there are some disadvantages

• You need a central team and editorial board with all departments as stakeholders
• There is a new owner of ‘content,’ and some C-level persons have to hand over the sexy ownership
• You have to centralize all content agency and media-buying management

Save on costs

My expertise is to merge all the above. Combining, recycling, and creating smarter planning to seriously save on costs and create a more consistent and integrated story.

Honestly, it’s no rocket science. So why don’t more brands do this? Easy answer: silos and egos. It’s not on purpose; it’s unknowingly incompetence.

More often than not, the board and departments need to be made aware. Via this blog, I hope to inspire you.

Long story short

I can go on and on and on about why content matters, the importance of a designated bespoke real content strategy, becoming accountable to lock in next year’s budget, and how to train your team to excel in quality.

However, it all starts with raising awareness at the board level and getting the C-suite from unknowingly incompetent to knowingly competent.  

If you'd like to know more, feel free to drop me a DM, and we can jump on a 30 min call for some more details.