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Now you know how to evolve your marketing operations from a dinosaur roaming the relatively simple plains of the old-media world to a top-of-the-range mammal adapted for the speed and diversity of the digital-age communications jungle.
But while you may have come up with a survival-of-the-fittest prototype, it still needs to be hard coded into the corporate DNA to effect a permanent cultural change – and here’s how to do it…
Step 5: Code content marketing into the corporate DNA
Repeat, repeat, repeat:
Once you have content marketing systems and processes in place, and the right people delivering them, it’s all about repetition. Getting into daily, weekly, monthly, quarterly, annual rhythms. While it might take a lot of energy at first, once momentum builds the process becomes like breathing – essential, yet effortless and almost unnoticed.
Keep fine-tuning:
Your content marketing plan might be working well, but nothing’s perfect.
Adaptation is an ongoing process. So experiment, tweak the system, note the results.
Give clear KPIs:
Under the persistent pressure of well-considered KPIs your content marketing organisation will develop much more effectively. Just as ‘feedback is a gift’ (it’s the grit the oyster needs to make a pearl), KPIs show us whether we’re winning or losing – without them we’ve seen content marketing efforts drift.
Hear more from Joe Pulizzi, founder of the Content Marketing Institute, about the main commercial reasons to adopt a content marketing approach here.
Stay tuned next week for the final step in our content marketing journey, which is all about results.
