Cookie Policy

This website uses cookies to provide technical functionality, improve the user experience and help us optimizing the website for our users. Find out more in our Privacy Policy

Necessary Cookies

These cookies are necessary for the function and operation of this website. Without these cookies we would not be able to offer you services such as contact forms and territory selection. These cookies collect anonymous information and cannot track your movements on other websites.

Show CookiesHide Cookies

Name

Domain

__ga

censhare.com

__gid

censhare.com

allowCookies

censhare.com

prefGeo

censhare.com

Performance Cookies

These cookies collect information about how you use our website. This enables us to identify which parts of our website are particularly popular and thus improve our offer for you. These cookies do not save information that would allow the user to be identified. The collected information is aggregated, and therefore anonymous.

Show CookiesHide Cookies

Name

Domain

__hssc

censhare.com

__hssrc

censhare.com

__hstc

censhare.com

_vwo_uuid_v2

censhare.com

hubspotutk

hubspot.com

__gat_UA-8

censhare.com

Marketing Cookies

Marketing Cookies are being used to deliver adverts and other communications relevant to you and your interests, to limit the number of times you see an advertisement and to help measure the effectiveness of advertising campaigns.

Show CookiesHide Cookies

Name

Domain

1P_JAR:

google.de

CONSENT

google.de

NID

google.de

globe icon

Diese Webseite ist auch auf Deutsch verfügbar.

Region auswählenUK - English
Region auswählenUK - English
Blog

Tuesday 2¢: Content Marketing: Divide and Cock Up

Tuesday 2¢: Content Marketing: Divide and Cock Up

Welcome to the Tuesday 2¢ . It’s Tuesday, the weekend is a distant memory and it’s time to let off some steam and give our 2 cents on a hot industry topic. This week Ian Truscott returns to give us a view of the challenge of content marketing in a silo’d business.


A while ago, in a previous life, I was invited to present a content marketing workshop to a marketing team from a car manufacturer.

The workshop went well, the concepts were well understood and there was a groundswell for change. Yes, content marketing is the way forward.

We need to tell a brand story, we need to understand our audience, we need content that is relevant to our target personas, we need to be useful, yes, yes, yes.

They had lots of content touch points; the website, digital campaigns, showrooms and even a lifestyle magazine that real people really subscribed to and had delivered to their homes, a host of opportunities to bring their brand story to life.

Lots of yes!!

Until we got into the next steps.

Oh.

I won't go into detail, but this merry band were silo'd into niches of marketing functions; areas of execution, business unit, car models and sadly that magazine was a niche all its own. Overseen by an overseas parent HQ that liked it that way.

There was no opportunity for this brand to speak with one voice, like their competitors, to express their common story whatever their “Ultimate Driving Machine” or their “Vorsprung durch Technik” was, whatever they wanted to say.

Marketers on individual hamster wheels whirring away toward a disconnected goal, dictated by the product part of the business, tossing in demands for PDF's on engine specs, roof rails or that the revised model had LED lights.

It became apparent that unpicking this was a Herculean task; a series of process, people and organizational challenges on a whiteboard that an afternoon was not going to solve.

They couldn't jump off the hamster wheel and think about how they could appeal to one of their key target personas (female executive buyers) by showcasing the stories of their female executives. Oh no, let's show that the car is available in pink and the trunk is easy to open. That'll do it.

They were divided, they were silo'd; their working practices, teams, goals, metrics, tools, people, everything.

It doesn't have to be doom and gloom, I don't share this story to embarrass anyone, it was a fun workshop that hopefully sowed the seeds for change in individual marketers or the organization.

As a contemporary marketer, you understand the value of a brand story, the tribe you build around your brand with that story, the influence this has on a buyer, especially with a considered purchase (and one that is so public that can be a statement of you).

To execute on this, you need to have everyone singing from that same hymn sheet to reinforce it and to act it. Our tools can help, but it's the organization that can hurt it most.

In the execution of content marketing you won't divide and conquer, you will divide and cock up.

Why Marketers Need to Rethink

Plan for the audience instead of the platform: you'll directly respond to how consumers want to interact with your brand and produce targeted campaigns with a clear ROI.

Read More in the Whitepaper
Ian Truscott Ian Truscott

Ian Truscott has a passion for creating ART (Awareness, Revenue and Trust) for B2B software companies as a marketing leader and is a censhare alumni. Wanting to connect a like minded community and share something useful, he founded Rockstar CMO, a monthly digital publication, and is currently helping B2B companies create ART at appropingo.

Comments