E-commerce Link: Before a Brand Can ‘Act Like a Publisher,’ It Needs to Get Organized
From an operations perspective, many brands aren’t set up for content marketing. The challenge lies within a number of factors: For one, marketing departments tend to operate in silos, which prevents the creation of a cross-functional content operation.
The tendency of brands to take a long-term approach to budgeting or strategic planning also can create barriers for content teams that need to respond quickly to new opportunities. Other brands don’t have the right resources for content marketing because they haven’t been able to measure its ROI. And brands that don’t empower their internal employees to generate content or drive thought leadership will lack efficiency as publishers.
If a brand wants to reap the benefits of content marketing, it needs to organize for content.
Build a ‘Tech Stack’
Think of the functional requirements of content marketing as a three-tiered system, with content creation, curation and aggregation at the top; content optimization, analysis, targeting and distribution in the middle; and workflow, legal and compliance at the bottom. Each of these tiers, while categorically different, are interconnected and codependent as a system. They are the building blocks.
Your content “tech stack” — meaning, your content resources and tools — must deliver on each of these functions. How you build this tech stack, however, is largely dependent on where your brand stands today. That is, to what degree can your existing internal team manage these responsibilities? Which functions are you better off hiring for or outsourcing?
Once you’ve established your need for external resources, the next step is to find vendors that can fill these functional gaps. This includes creative agencies, video platforms, media companies, curation platforms, and a myriad other creative and technology resources. The content landscape is rich and complex, and your goal should be to find vendors that can best deliver on your content strategy.