We recently asked marketing leaders who use content marketing platforms (CMPs) a simple "this or that" question, namely:
What business outcomes did your content marketing initiatives generate last year: top-line benefits (new customers, revenue, sales) or bottom-line benefits (loyalty, reduced marketing or media expenses)?
The responses came down decidedly in the second category. In other words, those marketing leaders who are currently practicing content marketing in a way big enough to necessitate software specific to it believe the value they're generating is less growth than efficiency.
This is in line with the input I've received from both marketing leaders and CMP vendors. Both describe a scenario where all kinds of marketing teams - search-focused, website-focused, customer engagement-focused, social-focused, recruitment-focused, PR-focused - have internalized the value of content, and are commissioning lots of it. To the point of chronic overindulgence.
Their current needs are these:
- Producing content once and repurposing it and reusing it in a way that maximizes media efficiency
- Managing multichannel fragmentation in a way that doesn't fragment the organization
- Maintaining brand consistency when brand is as much about culture and narrative as it is about colors, logos and lock-outs
- Learning how to prioritize customer needs and value in all customer engagement situations