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.
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?
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 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.
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.
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?
Too many marketers measure the effectiveness of initiatives only in terms of marketing metrics and miss the opportunity to connect it to overall business performance, says executive talent firm Korn Ferry.
CMOs want to reduce their reliance on agencies and bring strategy in-house at the same time as their marketing spend on external agencies is increasing, according to recent research from Gartner.
