For many, the urgent need for personalized, compelling content isn’t met with a compelling budget. You need to demonstrate to the C-level that time to experience is critical and that marketing and IT need ample budget for staff and technology. You can start by showing them some of the case studies discussed in this guide.
Without streamlined processes, you might also run out of time. To create a big bang, marketers need to push out content quickly and simultaneously to several channels. Content must be available everywhere at once. But siloed teams working one after another can take double or triple the time to create the same content as teams working simultaneously. Still, when different teams work on the same assets, lack of coordination on versions often results in rework. Reviews can take forever — or seem like it — when everyone from creative and marketing to stakeholders and legal must approve each iteration. When created, the lack of a central place to store and access content can make it challenging to find and repurpose.
To test and improve content, marketers need to ask the right questions and get fast answers —preferably on the fly when you can have the most impact. After you’ve invested the money and time in a campaign, you also want to evaluate its success and the return your brand will see, and then use the lessons learned to fine-tune the next circuit.
In its role as enabler, IT also scrambles. To promote cost and efficiency, content repositories might be scattered across regions, departments, and lines of business and built on disparate, disconnected systems. Content is often trapped in inflexible systems, and unlocking them requires IT to build complex integrations that ultimately have limited functionality. Creative, marketing, and sales teams might all use different, disjointed platforms. IT must be careful to align initiatives with business goals and limit access to systems and assets to only those with a genuine need — for instance, only creative staff and marketers working on a new product introduction. Leaks of product specs and features can destroy a product launch. Security remains paramount.