Engaging content is a “game changer” according to Celum, a cloud collaboration service that believes companies must outline clear objectives, be meticulous with planning, and have the capacity to scale and be flexible in order to deliver successful campaigns.
However, enterprises still struggle to get campaigns up and running and keep on top of critical tasks from inception to publication date. By managing complex content during each step from creation to distribution, Celum says that brands can gain a competitive advantage.
Celum’s chief business officer Michael Sahlender adds: “Fewer than a third of all projects are finished on time and budget and deadlines are missed frequently.”
One way to improve this is to embrace a minimalist mindset. The emergence of content as a central pillar beyond just marketing means that brands must do more to cost-effectively drive sales and move the needle across social platforms and the wider web.
Breaking down expensive and inadequate content silos can bring teams together both internally and externally and enable them to accelerate key workflows and deliver experiences that will engage end-users and sell products and services.
Create and distribute
Content is the game changer, but it needs the right foundation for it to flourish. Getting all the pieces into the correct position will make it easier to create content, whether working in-house or with a specialist third party.
From here, brands can move on to the tasks that support creation, such as keyword analysis, researching topics, using data to inform decisions, and looking at what audiences want from regular news and blogs.
After creation comes distribution and encouraging further engagement. One of the benefits of outsourcing is that there is more time for promotion, which involves identifying platforms that audiences use regularly and placing content front and centre. Giving an audience the opportunity to comment or engage with blogs and articles is a great way to finish.
By working with an agency, following a documented strategy, and having attainable goals and objectives aligned with the business, companies can support content marketing efforts regularly, use time and resources effectively, and deliver excellent returns and ROI.