Effective content doesn’t happen by chance. It is the result of a strong centralised content strategy.
When content is out of control it might not appear on the surface that it is a problem or that it is affecting your business performance, but it is. It goes unnoticed as teams are most often focused on technology and the delivery mechanisms for the content. However it is also a problem of measurement with content mostly measured at an execution level such as an individual campaign or channel such as social media. Rarely do organisations look at a “body” of content or all the content that they produce in its entirety. This is because the measurement of marketing performance has evolved with the delivery tools that have been implemented. Largely that is due to the software vendors’ need to prove that it is their tool that has delivered your business results.
Yet by introducing a strong centralised content strategy, businesses have an opportunity to make significant improvements to their performance.
Here are some signs that you could be suffering from Content Chaos:
There is no centralised (single) content strategy for the whole business.
Content is created in silos. Either multiple teams create their own content or there are multiple creative agencies each working from their own content plan.
There is little collaboration between teams. Everyone has their heads down, focused on their content and they don’t get different perspectives from different areas resulting in missed opportunities.
Marketing performance is measured by engagement – clicks, likes, opens, shares – because robust forms of measurement around business impact have not previously existed.
Content is not stored centrally so can’t be shared across teams. It is hard to find and reuse content and therefore duplication occurs.
It is hard to connect content across multiple channels for joined-up customer journeys. When content is connected in a journey, it tends to be in a short multi-stage campaign (marketing funnel) where there is only one path and limited channels or for a specific process step that are currently focussed on within customer journey mapping.
If you are seeing all of these signs, then you are at the extreme end of Content Chaos and it will be costing your business between 20% and 40% of the total that you spend on content. If you are seeing one or two of these signs then it is a sure-fire warning you are rapidly approaching Content Chaos.