The demands on a marketing organization
are rapidly changing.
The digital marketing era of today is complex and dynamic. There are
many channels that require investment and continuous attention. With
frictionless communication, trends happen faster and are shorter lived.
Without continuous attention, your digital presence decays rapidly.
Browsing through corporate websites, it is clear few companies have
adapted to effectively manage their digital marketing operations. Branding
and messaging are inconsistent, mobile device support is non-existent,
and aborted initiatives, such as corporate blogs and social pages, linger
as embarrassing reminders of poor follow-through. The problem is that
most organizations still see digital marketing as a series of projects: a web
redesign, setting up a blog, publishing a whitepaper. They can mobilize
resources to complete these projects, but cannot sustain the level of
effort necessary to keep a program going. And without that effort, these
marketing assets become liabilities.
If you want success in digital marketing, your
organization needs to operate like a publisher
by identifying high value audiences and
operationalizing processes to serve them.
This means delivering the right content in the right format and getting
irrelevant/outdated content out of the way. Known as marketing
operations, there is a field whose purpose is to keep content initiatives
performing after launch. Marketing operations encompasses a wide
array of skills and activities that stand in between the development of a
content asset and its consumption by an audience. This includes postproduction
for target channels, tagging for targeting, search engine
optimization, localization, instrumentation for analytics and performance
Our previous whitepaper, Three First Steps for Operationalizing your
Content Marketing Strategy, introduced the concept of marketing
operations and recommended some preparatory steps to building a team.
This whitepaper will outline the details of how a marketing operations