It ought to shock you, perhaps even piss you off, to be taught 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 reasonably conceptual mannequin reasonably 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 way in which content material and artistic groups work at present.
Modular content material, completed proper, has the potential to remodel all the content material lifecycle and considerably scale 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
- Monitor, and present insights into, content material and campaigns
If this sounds daunting, contemplate the advantages.
Forrester experiences that leveraging content material reuse by means of modular elements permits companies to assemble customized – both customized or localized – digital experiences a lot quicker than the standard, linear mannequin of content material manufacturing and administration. The times of one-and-done content material experiences are over, or not less than they must be. Modular content material helps facilitate the always-on, steady dialog by means of content material engagement together 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 grow to be the gross sales enabler and accelerator it’s imagined 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 consumers … [while] 77% of B2B entrepreneurs additionally report vital challenges driving the best content material consumption with exterior audiences.
Nobody is joyful. 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 promoting, and reuse impacts solely 10% of content material per yr, there’s already a multimillion-dollar financial savings.
For CMOs, the most important content material considerations are:
- Pace to market – how can we capitalize on market alternatives, tune into what’s occurring proper now but in addition pivot when unexpected occasions come up.
- Mitigate threat – does inventive 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 nasty model popularity? It solely takes one expertise to vary the minds of thousands and thousands (dove).
- Scale back waste – Are you a digital polluter? What’s your waste profile look when it comes to unused content material? Are you continue to following a prolonged, linear content material lifecycle mannequin?
- Scalable Personalization – Are our programs purpose-built to assist the non-linear meeting of contextualized private experiences throughout channels based mostly 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 in addition guarantee compliance, branding, and management and high quality assurance throughout the content material lifecycle with out a grueling, time-consuming course of?
- Confidence in your martech stack – Do you’ve gotten sturdy tech companions and enterprise champions? And, simply as vital, are your information aligned between your device units? Have you ever run workout routines 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 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 skill to chop down or get rid of failed initiatives and messaging, and naturally waste, and the way all of that’s monitored and mapped to group 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 elements constructed to assist every expertise, your micro-content or modularized blocks, changing into drive 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 means of working, you might be organising what was beforehand unimaginable 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 scale back burnout and organizational drag. You take a stance on inserting an emphasis on content material that’s simply as vital because the services and products you promote, and at last, 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.
