Create marketing funnels in minutes!

Your page? Unpause your account to remove this banner.

Learn more
ADAPT & FLY logo

5 core functions in a modern marketing organisation and how to reinvent them (3/5)

Thursday, January 04, 2024

ADAPT&FLY Blog/Transform/5 core functions in a modern marketing organisation and how to reinvent them (3/5)

3. Content Management

Marketing content management roles involve the creation, distribution, and measurement of a company’s marketing content. These professionals are responsible for ensuring that the company’s message is consistent across all channels and that the content is engaging, relevant, and aligned with the company’s overall marketing strategy.

Some specific responsibilities of marketing content management roles may include:

Developing and managing a content calendar: this involves planning and scheduling content creation and distribution in advance, to ensure that the right content is being shared at the right time.

Creating and editing content: this could include writing blog posts, creating videos, designing infographics, and more.

Optimising content for search engines: marketing content managers may also be responsible for ensuring that the company’s content is optimised for search engines, so that it can be easily found by potential customers.

Managing a team of content creators: in larger organisations, a marketing content manager may lead a team of writers, designers, and other content creators to produce high-quality content at scale.

Measuring and reporting on content performance: marketing content managers will also track the performance of the content and the team. They will report on metrics such as engagement, website traffic, and lead generation, and use this information to optimise content and improve the overall content strategy.

Collaborating with other teams: a marketing content manager will often need to collaborate with other teams such as product development, sales, and customer service to understand the customer journey and ensure that the content aligns with it.

It’s important to note that content management roles can vary depending on the size and structure of an organisation. However, in general, the goal is to create and share valuable and engaging content that supports the company’s marketing goals and objectives and resonates with the target audience.

Marketing content management is becoming increasingly important in a fast-changing digital world, as companies look for ways to effectively create, distribute, and manage the vast amounts of content that are required to reach and engage with their target audiences.

To reinvent marketing content management roles in this environment, there are a few key strategies that you can use:

Embrace new technologies: one of the most important ways to keep up with the fast-changing digital world is to stay up-to-date with the latest technologies. This might include things like artificial intelligence, machine learning, and automation tools that can help streamline the content creation and distribution process.

Focus on data-driven decision making: another key strategy is to shift your focus towards data-driven decision making. This means using data and analytics to guide your content strategy, and to track and measure the effectiveness of your content.

Create a cross-functional team: a cross-functional team that includes experts from different areas, such as marketing, content creation, SEO, and IT, can help ensure that all aspects of the content management process are addressed.

Build an agile work process: the fast-changing nature of the digital world requires a high degree of adaptability, To respond the fast pace of change, you’ll want to adopt an agile work process, which allows for quick iteration and testing.

Prioritise content that is customer-centric: in a fast-changing digital world, it’s important to understand the needs and preferences of your target audience. Prioritise creating content that is valuable and relevant to your customer, this way you can help ensure that it will resonate with them, and will be more likely to drive engagement and conversions.

Invest in employee’s skills: invest in your employee’s skills and education, particularly in digital marketing and technology skills. By providing your team with the tools and resources they need to stay up-to-date with the latest trends and best practices, you can help ensure that your marketing content management strategy is always at the cutting edge.

These strategies can help you adapt to the fast-changing digital world, and ensure that your marketing content management efforts are able to keep up with the latest trends and technologies.

customer1 png

by Frédéric Martin

Hi, I'm the author of the ADAPT & FLY System and resources; and a business consultant, coach, and trainer based in Brussels & Paris, acting across Europe.
Get in touch 🇫🇷🇩🇪🇬🇧 Connect on Linkedin

1 png

Access thought-leading Frameworks & Tools

enhanced by digital platforms & Generative AI !

Get to know the ADAPT & FLY System ™ and a suite of think-design frameworks enhanced by digital tools and Generative AI, tailored for today's fast-changing business landscape.
Register for Game Changer Live here :