It ought to shock you, perhaps even piss you off, to study that 60-70% of the content material entrepreneurs create goes unused. Not solely is that this extremely wasteful, it means your groups aren’t strategically publishing or distributing content material, not to mention personalizing that content material for buyer expertise.
The idea of modular content material isn’t new – it nonetheless exists as a quite conceptual mannequin quite than a sensible one for lots of organizations. One cause is the mindset- the organizational shift that’s required to actually undertake it – the opposite is technological.
Modular content material isn’t only a singular tactic, it’s not one thing to be added right into a content material manufacturing workflow template or undertaking administration methodology in order that it’s merely task-based. It requires an organizational dedication to evolve the best way content material and inventive groups work as we speak.
Modular content material, finished proper, has the potential to rework the complete content material lifecycle and considerably cut back your footprint of wasteful content material. It informs and optimizes how your groups:
- Strategize, ideate, and plan content material
- Create, Assemble, re-use, and combine content material
- Architect, mannequin, and curate content material
- Observe, and present insights into, content material and campaigns
If this sounds daunting, take into account the advantages.
Forrester experiences that leveraging content material reuse by modular parts permits companies to assemble customized – both personalised or localized – digital experiences a lot quicker than the normal, linear mannequin of content material manufacturing and administration. The times of one-and-done content material experiences are over, or not less than they have to be. Modular content material helps facilitate the always-on, steady dialog by content material engagement along with your viewers by enabling groups to work with particular person blocks of content material and content material units to combine and remix regional or channel-specific experiences in a fraction of the time it could historically take.
What’s extra, is that content material then ceases to change into the gross sales enabler and accelerator it’s presupposed to be. Quoting Forrester once more
70% of gross sales reps spend between one and 14 hours each week customizing content material for his or her patrons … [while] 77% of B2B entrepreneurs additionally report important challenges driving the precise content material consumption with exterior audiences.
Nobody is glad. As for the upside:
If a big enterprise spends about 10% of income on advertising and marketing, content material prices are 20% to 40% of selling, and reuse impacts solely 10% of content material per 12 months, there’s already a multimillion-dollar financial savings.
For CMOs, the most important content material issues are:
- Velocity to market – how can we capitalize on market alternatives, tune into what’s occurring proper now but additionally pivot when unexpected occasions come up.
- Mitigate threat – does artistic have all of the pre-approved content material they want able to go to chop down on evaluations and approvals and get on-brand, compliant content material to market on time? What’s the price of a foul model repute? It solely takes one expertise to vary the minds of thousands and thousands (dove).
- Cut back waste – Are you a digital polluter? What’s your waste profile look by way of unused content material? Are you continue to following a prolonged, linear content material lifecycle mannequin?
- Scalable Personalization – Are our methods purpose-built to assist the non-linear meeting of contextualized private experiences throughout channels primarily based on preferences, buy historical past, area, or language? Can you strategically construct content material to make use of on the distinct second of want – the made for you second – but additionally guarantee compliance, branding, and management and high quality assurance throughout the content material lifecycle with no grueling, time-consuming course of?
- Confidence in your martech stack – Do you will have sturdy tech companions and enterprise champions? And, simply as necessary, are your information aligned between your instrument units? Have you ever run workouts to show the soiled particulars and made house for complexity administration and organizational change wanted to align your advertising and marketing tech with the enterprise?
On prime of all this, the Chief Advertising and marketing Officer’s (CMO) job is to maneuver your model from common to genius. Whether or not or not you succeed, the way you go about it, is a direct reflection on the CMO themselves – how they’ve managed political capital, their place within the c-suite, their means to chop down or eradicate failed tasks and messaging, and naturally waste, and the way all of that’s monitored and mapped to staff and enterprise success.
The agility, visibility, and transparency required on this thoughts shift transcend content material manufacturing and digital expertise. This mannequin drives intentional, purposeful content material advertising and marketing methods and better high quality content material utilizing fewer sources, with all of the parts constructed to assist every expertise, your micro-content or modularized blocks, turning into pressure multipliers to leverage your greatest content material exponentially throughout your viewers.
By leveraging modular content material as a catalyst for change, for a brand new manner of working, you might be establishing what was beforehand not possible for giant manufacturers to perform. And it goes past pure scalability – you might be additionally serving to your groups be extra future-focused, you might be lifting up your creatives to cut back burnout and organizational drag. You’re taking a stance on inserting an emphasis on content material that’s simply as necessary because the services and products you promote, and eventually, you might be instilling a dedication to curb waste and guarantee your message, your imaginative and prescient, and your model id, don’t get subsumed by the noise of digital air pollution.
