“Planking” on the hood of your car is so five years ago. So is content that’s produced in department silos, by separate teams, or for time-limited campaigns. That fragmented approach to B2B content marketing may have worked then, but as digital channels have taken over our lives, it’s no longer enough.
Digital integration has changed marketing forever
New customer expectations, new marketing roles
Customers expect a consistent brand story across all platforms — not just individual plots and silos — for the best yield. So bring all of your content — blogs, apps, customer forums, videos, social media — under a marketing umbrella that covers various teams and campaigns. Deliver pieces that present the same point of view and help the audience make decisions.
More sophisticated agencies are have specialized and centralized their B2B marketing efforts, by CEB Marketing Leadership Council. Aligning and integrating digital activities across organizational silos generally yields a more cumulative impact.
Companies often have to restructure to coordinate marketing across digital channels, such as websites, social media accounts, customer service forums, SEO, blogs, and paid advertising.
Doing the work of digital integration
Taking down silos and fences — even the proverbial kind — is work. So how do you create a digitally integrated marketing program? Develop a digital standard and process that applies to all teams. Audit your existing content for gaps, underutilization, and future topic ideas.
Coordinate future content production among major teams with company-wide marketing oversight. Reevaluate your KPIs and make sure they track your new goals, such as increased audience engagement and desired decision-maker behaviors.
Reworking your content marketing process for digital integration takes effort, experimentation, and a focus on serving customers in your highest priority areas. The sooner you take the next step, the more productive your marketing program will be five years from now.