Content strategy for managing marketing
disruption
Prepare for, respond to andmanage disruption
Author: Prayukth K VGraphics: Prabahar Chitraikani
Disruptive Content Marketing
The landscape
Marketing disruption is here to stay
Scale: transformative rather than incremental
Marketing organizations are forced to make sudden and drastic changes to cope
Blanket use of terms has confused marketers
Cause of such disruptions and a clear decision strategy still elusive
Defining customer journey and connected marketing interventions is now a
priority for marketers
Many are putting mechanisms in place to help take actions to measure impact
Systems, metrics, budgets, processes, talent and strategies still centered around
conventional marketing tactics
Disruptive Content Marketing
The 7 ‘C’s of Marketing Disruption
Content
Complexity
Clarity
Connections
Channels
Communication
Customer
Disruptive Content Marketing
Data
Demand for complex content is rising
There is a ‘mad scramble’ for content talent
Percentage of cos with formal content roles has risen from 35 pc in 2013 to 71
percent this year
84 percent of marketers do not have a formal content strategy
Growing focus on content supply chain management
Stress on role of content in fostering loyalty and customer experience
Content production is often conducted in silos, which prevents consistent quality and
consistent measurement of its efficacy
Quarter of marketing organizations are not using data to make decisions
As much as 50 percent of marketing organization admit they don’t have the right
analytical mechanisms in place
Disruptive Content Marketing
Content Supply Chain Issues
Production in silos
No means to measure efficacy
Lacking consistency and direction
Focus on macro efforts such as promotions
Relevance and value to customers?
Messaging glitches
Disruptive Content Marketing
Operational challenges
Employee engagement
Structuring processes
Modifying the enterprise-level content culture
Editorial transparency
Request management
Establishing quality support mechanisms
Disruptive Content Marketing
Managing disruption
Integrate content into institutional customer experience framework
Implement content supply chain management
Empower to and encourage experimentation and innovation
Establish formal content roles
The most innovative and engaging content often emerges at the messaging
fringe
Invest in disruption – hire, train and upskill
Maintain a communication line between frontline teams and management
Disruptive Content Marketing
Responding to Disruption
Encourage cross-functional collaboration
Organization-wide disruption preparation including people, process, budgets,
systems and functions
Run pilot content projects to test messaging adaptability and efficacy
In-house content competitions?
Invest in mechanisms for making data-informed decisions
Track competitors and their analytical strengths
Create messaging and content filters
Re-engineer processes in batches to facilitate collaboration, transparency,
measurement and learning
Thank You !!!