Shifting the Content Game

Creating Cohesion in the Age of Customer Chaos

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Overview

Business models are shifting to remote work, which means people are online all day long in a fused work-life balance. They’re researching, reading, viewing, sharing, messaging, emailing and shopping for both work-related and personal reasons. For brands wanting to get into their living rooms, the content that matters most is earned media.

While comms has always been the unsung hero in the world of marketing, marketing has always owned media and paid media. Given today’s online consumer behavior is it possible we can see a power shift in the near future?

Marketing now needs to take comms more seriously in its overall customer engagement strategy — and this means better alignment.

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Marketing’s Dysfunctional House
For decades, communications and marketing took on the relationship of adversaries rather than teammates. They battled for budget and respect. Comms pros were often on the losing side, since their mission of getting earned media coverage wasn’t as important as marketers making customer connections through paid and owned media. With looming budget cuts, CMOs can no longer put up with such inefficiency and dysfunction.

A Call To Action: Mandatory Makeover
Truth is, the lines between content types and roles have been blurring for years. Marketers share media mentions; comms pros pitch bloggers. The recent spike in online consumer behavior with content sharing has only accelerated this overlap. Comms and marketing pros now need to be more aligned in content creation, distribution and promotion.

Alignment on Content and Customers
CMOs should look for ways to combine teams, such as having team meetings, shared goals, integrated campaigns, and perhaps a new organizational structure complete with novel titles and metrics. With content, shared goals are more attainable when comms and marketing pros work together, e.g., a press release gains more views when marketers promote it over social networks.

Building a unified marketing house won’t be easy. CMOs will have to overcome cultural hurdles and legacy processes while under pressure from budget cuts. But they can also take this opportunity to create a more efficient and influential team, one with a single content strategy and produces and promotes content that engages customers.

Infographics

Events

Webcast

Jan
21

MarTech Brings Marketing and Comms Together

Discover why MarTech benefits both marketers and comms pros and how it leads to a more cohesive relationship through shared analytics, metrics and tools.

2021-01-21 10:00:00 2021-01-21 11:00:00 America/Los_Angeles MarTech Brings Marketing and Comms Together Discover why MarTech benefits both marketers and comms pros and how it leads to a more cohesive relationship through shared analytics, metrics and tools. CMO Council cmoteam@cmocouncil.org

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Facts & Stats

Less than 10 percent of organizations say their brand presentation is very consistent

Source: Lucid Press

More than half (55 percent) of companies work in silos, with each function making its own decisions on which capabilities matter most

Source: LinkedIn

97 percent of employees and executives believe lack of alignment within a team impacts the outcome of a task or project

Source: Technology Signals

53 percent of businesses rely on content marketing as a branding strategy

Source: Small Biz Trends

Consistent brands are worth 20 percent more than those with inconsistencies in their messaging

Source: Techipedia

Interviews

EVAN KENT

Vice President, Integrated Marketing

Schneider Electric

Evan Kent runs integrated marketing efforts for Schneider Electric's U.S. arm where they takes a page out of the mission-impossible playbook and... Read On