When it comes to content marketing organizational structure, an increasing number of companies are investing in content marketing on both owned and paid content hubs, and with good reason. According to Demand Metric, 78% of CMOs see content marketing as the future of marketing. Jump in too quickly, though, and you risk drowning. If your brand doesn’t put a thorough strategy behind the building of its content marketing programs, you may end up with a mess of redundant, ineffective, and dull content.

In short, the biggest problems facing active content marketing organizations are silos. 

Silos come in multiple forms. The barriers can stretch across lines of business, content platforms, and even content functions. They all result in a lack of cohesion and a waste of time, resources, and energy. 

Silos arise across lines of business when individual teams build their content teams too quickly. Companies jump the gun and attempt to publish a lot of content without fully thinking it through. People know that content needs to exist, but they often don’t know why or where to put it. There’s no visibility into what other teams are doing, where the content can be repurposed, and whether it aligns with a brand’s overall content strategy. 

The Content Marketing Institute notes that content marketers have boosted their spending on content creation more than any other area of content marketing over the last year, and about half expect their content marketing budgets to increase. That’s great, but that investment is worthless if the content marketers are only serving themselves. A truly effective content marketing organizational structure calls for creators producing content that works. ‍

Content can also be walled among platforms and distribution channels. Certain content might be created without thinking of where else it can be pushed. One piece of collateral that works great on a specific paid site might be terrible for social or an owned hub. Without reusability in mind, your content and your strategy suffer. If a piece is posted once and never revisited or appropriately pushed, you’re wasting time making original materials for individual channels and preventing colleagues from other lines of business from using that content. 

Customers are available on more touch points than ever; people see upwards of 5,000 ads per day across countless channels. That means your brand needs to be on as many of these channels as possible. It also means that your interactions and engagements need to align with one another to a tee. 

These silos can also result in muddled, confusing, and overall ineffective messaging. Without content that spans across your entire brand voice and intention, you aren’t presenting a cohesive story because you have different goals than someone else might. For example, an outbound comms team might be reactively pushing the brand, while a digital marketing arm is trying to bring people in proactively. 

There is a solution, and it’s (relatively) simple. In your content marketing organizational structure, have one content team span multiple lines of business. Instead of each business creating their content, have this overarching team talk to each segment. According to the Content Marketing Institute, 26% of enterprise brands have a centralized content marketing group within their organization.

Understand individual needs and goals, and use these to drive cohesive strategy and messaging across the entire company. Create content with the whole business in mind, to avoid redundancy and inefficiency. Organize the content you create in a CMS, or something where everything is searchable. Make sure you can use your content across multiple channels. If you create a long-form article, make sure you can break it down into numerous smaller pieces for other channels.

Sixty percent of content pieces are never seen by a consumer. Remember, if your content is confusing for you, it’s exponentially confusing for your customers.

Dec 17, 2019