MARKETING YOUR BUSINESS
Marketing is at the heart of long-term business prosperity. How well you undertake your marketing will define your company's fortunes over time. Apply these best practices to prime your organization for success.
YOUR COMPANY'S DNA
According to management theorist Peter Drucker (1909-2005), marketing is a critical function of any successful company and the customer needs to be at its heart.
Drucker took his customer-centric principle seriously indeed. “The customer is the foundation of a business and keeps it in existence,” he wrote in his seminal 1954 publication The Practice of Management. The purpose of a business is “to create a customer” and retain that customer into the future.
He believed that marketing is a vital function in the creation and retention of customers. How effectively a business undertakes its marketing is a key predictor of the company's survival in the marketplace. Concern and responsibility for marketing must therefore permeate all areas of the enterprise,” he argued.
EMPOWER THE CMO
CMO tenure is notoriously short. It's tough for a chief marketing officer to get her arms around her organization as fully as she needs. Even as the marketing function spreads its wings within many companies, too many activities remain outside of the CMO’s direct control. Although the CMO works across many areas in the business - sales, product development, legal, communications, finance, HR - her executive influence is often second fiddle to the respective department head.
This represents a missed opportunity. CEOs would do well to give CMOs as much strategic and operational control in the business as possible. Ideally the chief marketing officer should be a CEO in waiting, in the manner that the chief operating officer (COO) role has traditionally been viewed as a grooming position for chief executives.
The CEO must place an outright priority on marketing in all its facets, from client communication to product development to employer branding to pricing. The CEO must be the CMO incarnate, and vice versa.
BEYOND LEAD GENERATION
Lead generation can be an important component of a content marketing program, but it should never be leads for leads' sake. A contact detail in your database means nothing if the individual is not actively open to your business and your content.
A better way of thinking about the relationship between lead generation and content marketing is in terms of audience development.
Your lead generation activities should focus on creating an audience that is willing to engage with you and ultimately drive your bottom line. And that takes time, patience and commitment. You're in it for the long game. Your clients, now and into the future, will thank you for it.
There are many commercial reasons for your organization to invest in content. Here are ten aspects to consider when making the business case .
We don’t expect infographics to die off but we do expect them to become better integrated into the content that surrounds them.
No-one is forcing your company to maintain a blog as part of your content marketing strategy. But not to blog consistently is a missed opportunity for your organization.
Marketers must understand the overwhelming upsides of developing trust over the long-term. The brands, the companies, and the people we most trust are the very individuals and organizations that we turn to when we have a need.
Your content process should be a core component of your business marketing plan, not an afterthought. How well you "do content" can strongly influence the success trajectory of your business.
Leaders who adopt a content-first mindset will maximize their success.
Once companies understand what they are spending on content, it's time to consider ways of driving efficiency from that investment.
Content marketer Mark Bornstein asks what's in store for webinar marketing in 2018.
There's a lot that goes into creating your content schedule, but don't make things more difficult than they need be. Remember the three R's - Refresh, Repurpose, Review - and you will stay in good shape.
Leverage the power of news in your content marketing, and provide value to your audience in tangible ways.
CMOs need to think more like CEOs, and CEOs would do well to adopt a marketing-first approach.
One of the biggest pitfalls for content teams and their managers is the temptation to say yes to almost every request. It happens all the time.
Five tips to ensure your content is as editorially engaging as possible
Leveraging the full force of your communication channels, get your experts and your senior executives to speak up and contribute to industry discussions, whatever those topics may be.
It's true that great advertising and great marketing are generally motivated by a brilliant idea, a stroke of genius if you will. But the actual execution of any project requires hard work.
The process of content creation requires vision and organization. It requires investment and patience. And it requires consistency of approach
To achieve consistency in your blog output and to avoid "blogger heartache", you need a clear method. And at the heart of that method should be a simple document: your content brief.
Marketers everywhere should consider what Larry Fink's exhortations may mean for their long-term marketing strategies.
Businesses that have open and robust conversations at the executive level around the cost of content and the role marketing content plays within the enterprise will create a stronger foundation for future success.
There's no doubt blog posts are getting longer. But let's not forget economy of expression. What takes 1500 words to say at first pass can generally be condensed to 1000 words without over-diluting the content.
Reframe your organization's approach to content. View content both as an infrastructure cost and as an asset that yields over time.
A building is defined by its style. In the same way, a piece of content has its uses but it is primarily remembered for the way it looks and feels.
What is the value proposition that separates you from the rest of the market? What do you do differently and better than everyone else?
Expressed well, opinion will lend an edge and appeal to your organization's content. Wherever you have an opportunity, take a stance.
How you build your plan is dependent on numerous factors - the size and structure of your company, your comfort level with content creation, and the degree to which you are invested in content marketing as a practice.
CEO and CFO are in the CEO's office. "Why are we funneling so much money into content creation these days?" asks the CFO.
Asset managers should provide content to their clients that focuses on the bigger picture and doesn't simply repeat the news of the day. That's the advice of Richard Lander of CityWire.
Why you should take a content-first approach to growing your business, and a news-first approach to developing your content.
As a marketing leader, you ultimately need to own the strategy, the creative and the execution. If your agencies went away tomorrow, would you be able to carry on regardless?
Advertising used to be an accepted feature of modern life. Now adblockers and web browsers allow us to switch off, or significantly minimize, ad exposure. What has changed in recent decades? Why are we becoming ever less tolerant of, ever more desensitized to, ads?