Connect with us

MARKETING

5 Lessons on Creating Video Like a Pro

Published

on

5 Lessons on Creating Video Like a Pro

If getting better at working with video is on your content marketing to-do list for this year, you’re in good company. CMI’s most recent Video and Visual Storytelling Research finds 88% of marketers use videos for content marketing, and 60% anticipate spending more on video this year than they did a year ago. Yet, nearly half indicate they weren’t using video to its full potential (48%).

What’s holding them back? Concerns about budget, lack of in-house technical skills, and limited management support sit at the top of the barriers. Once you clear those operational hurdles, there’s still the matter of how to plan, position, and promote your video stories to achieve optimal marketing performance.

1646134663 44 5 Lessons on Creating Video Like a Pro

Image source

 In a recent Ask the CMWorld Community chat, Andrew Davis, best-selling author and internationally acclaimed speaker, shared the expertise acquired throughout his career, which spans the entertainment, marketing, and media industries.

Andrew believes with the right upfront preparation, attention to a few critical details, and some expert tips, any business can deliver high-quality, highly engaging video stories – no matter how much or little they invest in developing it.

The right preparation, attention to critical details, and adherence to some expert tips can deliver highly engaging #video stories, says @DrewDavisHere via @joderama @CMIContent. Click To Tweet

Watch the video below for the full conversation, and then read on for some expert tips and shortcuts to streamline your technical processes, sharpen your creative focus, and improve the marketing results from your video content.

Note: Andrew references a video throughout the conversation, which is included below to provide the necessary context for readers:

Lesson 1: Make sure you have a good writer

Unless you livestream, you need a good writer to craft the stories before you film them. A skilled scriptwriter can help ensure the visual imagery aligns with and reinforces the key points.

Andrew points to another reason high-quality writing is instrumental: It can help you set realistic expectations around your technical capabilities, making production more efficient.

A good writer should craft the stories before you film them, says @DrewDavisHere via @joderama @CMIContent. Click To Tweet

He explains the writer’s creative choices set the stage for many filming requirements, such as:

  • Equipment – Will you need a wide-angle lens? Will filming with your phone be an option? Would you need to rent a drone for aerial shots?
  • Production work – Will you need someone who can scout locations and handle permit applications?
  • Specialized editing skills – Will you need someone with animation experience? Special effects expertise?

An experienced writer also can point to areas that may be challenging to execute (creatively or financially) and come up with viable workarounds. For example, if the initial idea requires aerial camera work or expensive props, the writer can think about ways to script the story to avoid those costly concepts. “Don’t worry about technical stuff until you have a script you’re happy with,” Andrew says.

Lesson 2: Map out your words and images in advance

Like most content marketing assets, videos start as ideas – they likely will get refined, revised, and reworked numerous times before deployment.

Yet, video workflows are more complex than most text-based content. You need to take steps in advance, such as establishing your filming locations and scenery, managing production tasks, such as text overlays, interstitial graphics, and B-roll), and securing technical equipment and expertise, such as editing software and a skilled editor who can turn the raw footage into a cohesive story.

Unlike a blog article or email campaign where you can make small changes and republish almost in an instant, fixing an error or updating a scene in a video can create a ripple effect of time-consuming and costly tasks.

Fixing an error in a #video can create a ripple effect of time-consuming and costly tasks, says @DrewDavisHere via @joderama @CMIContent. Click To Tweet

To avoid those late-game budget busters, Andrew suggests mapping everything – from the copy for the vocal track and the imagery and actions in each scene to the props and anything else your team might need to bring your story to life on video.

Andrew uses a simple, two-column template Word document. He lists each shot he plans to capture. In the left column, he details the audio features, including the spoken script and background sounds or music. On the right, he notes the visual features, including camera angles, B-roll footage, on-camera actions, props, and captions or other effects. He refers to this outline as “a recipe for creating the best possible video for his purpose.”

Here’s what Andrew’s template looks like:

1646134663 101 5 Lessons on Creating Video Like a Pro

However, if videos are an ongoing focal point of your content marketing, you may invest in a dedicated screenwriting app (like Scrivener or WriterDuet), which provides more scripting templates.

Screenwriting apps such as @ScrivenerApp or @WriterDuet provide more scripting templates, says @DrewDavisHere via @joderama @CMIContent. Click To Tweet

The key is to match up all your audio and video details before filming each shot. As Andrew explains: “When I first started out, I didn’t do this. Then I would realize I didn’t have the shots I needed to make the video really good or that I forgot to say something and would have to reshoot or figure out how to sandwich it in.”

Identifying potential problems and addressing them before committing them to video also prevents editing costs from skyrocketing due to revisions.  

Once you have your “recipe” mapped, print and share it with both on-camera talent and video editors, Andrew says. It gives everyone the clarity they need before it’s time for them to do their work, which will make for a better product.

TIP: Do a little online research to learn standard film terminology – like B-roll (background footage), transitions (elements that create smooth segues between scenes), and SFX (sound effects). Use that lingo in your script. “If you can learn the shorthand, you’ll get much more efficient at communicating your vision to your editors,” Andrew says.


ADVERTISEMENT1646134663 966 5 Lessons on Creating Video Like a Pro

Report: The Neuroscience of Digital Content

Your buyers are using digital content to discover, understand, and narrow their options before they make a buying decision. But what makes content memorable?! Download the report.


Lesson 3: Gear up for the gig

Filming on the fly using your phone camera might be sufficient for livestreaming or publishing spontaneous conversations. However, this isn’t ideal for producing more detailed or polished stories.

For a higher-quality standard, use specialized filming equipment. Andrew stresses that investing in the right gear is more important than investing in the best gear – especially when you’re starting out.

Investing in the right gear is more important than investing in the best gear, especially when you’re starting out, says @DrewDavisHere via @joderama @CMIContent. #Video Click To Tweet

Though some video tech will be determined by whether you record solo or with a team, Andrew recommends everybody have these tools (in addition to a camera) available when recording:

  • Prompter and stand: You can use an iPad or other tablet to display your script. Use a stand to hold it steady and at eye level so your talent can see it clearly. If no one can scroll the script for the on-camera person, get a small Bluetooth connection remote control device that can be hidden in your hand.
  • Headphones: Earbuds – the kind you might use for a Zoom call – work great for this, as they’ll block out some of the background noise that might distract you without making it obvious you’re wearing them.
  • Tripod: Like your prompter stand, a tripod ensures your camera is steady during still shots and can swivel smoothly when the subject moves. It can prevent bouncy or jarring motions that interfere with the viewing experience.
  • Wireless microphone. Your camera might have an internal microphone, but if you’re filming outside a controlled studio environment, you want to minimize background noise and make sure the voices are as clear as possible. The best bet is a small lavalier mic that can clip to the subject’s collar.
  • External camera monitor. To see what the camera sees, use a monitor. You can make sure you aren’t moving outside the shot or wasting battery life on some clown who walks by and decides they want to insert themselves into your scene. Though your camera might have a flip-down screen for this purpose, a large, battery-operated monitor that attaches to the camera will make your life easier.
  • Cords and extra batteries – for all your gear. You never want to get to your filming location and realize you forgot an essential cable or dongle or discover a dead battery with no way to recharge it.

Lesson 4: Check yourself before you wreck your video

Dead batteries aren’t the only thing that can ruin your filming plans. In fact, Andrew says you need to check a lot of small but important details before the cameras roll. “I cannot tell you how many times I have realized after filming, like, for 20 minutes that the microphone is not working or that I’m out of focus,” he says.

Time is money on a video shoot. So, while a seasoned pro like Andrew has developed a mental checklist, he runs through as he sets up each new shot, he suggests having a written reference when you’re starting out.

If you’re filming at an in-home or -office studio, Andrew offers a few more questions for the checklist:

  • Did you close the doors to the room in which you’re recording?
  • Did you yell, “Quiet on the set,” so everyone in the house/studio knows you’re recording?
  • Did you notify people who may enter the building after the recording starts by text or sign about the video production?
  • Did you remember to silence your phone (and any other devices in the room)?
  • Did you crank the air conditioning? Between the lights and nerves, things can really heat up when you’re on camera. You won’t want to make everyone stop in the middle of a scene so you can wipe off your sweat or turn the thermostat down a few degrees.
  • Did you yell, “That’s a wrap,” so everyone knows they can go back to normal?

Lesson 5: Make strategic, data-driven creative choices

Andrew estimates he and his team put in about 40 hours to create a video. That might seem like a lot of time, especially in an era where livestream videos can go from idea to on-air in minutes.

Most of those spots run between 30 seconds and six minutes. Andrew’s videos typically run between seven and 10 minutes. Why doesn’t he produce shorter pieces? It’s all about his strategic goals. Andrew says:

The real core of my audience doesn’t want a superficial marketing tip and trick because they can get a million of those elsewhere online. I’m trying to help people think strategically about the marketing they’re doing and how to deliver a better customer experience. To me, that [requires lengthier videos]. I think it also helps to take people on a real journey.

Andrew doesn’t take his creative cues from industry standards, assumptions, or rules of thumb about audience content preferences. Rather, he creates videos based on what his audience tells him resonates directly or through metrics. Here are a few ways he gathers that feedback:

  • Audience retention rates: He compares the retention rates for each video on his YouTube channel. For example, one popular video showed a retention rate of 50% – meaning half of those who viewed the video watched until its completion. For videos that don’t reach that retention rate, he does a deeper dive into their creative and technical details, such as length, topic, title, and tags, to learn what might not have worked as well.
  • Subscriber responses: Andrew includes links to his videos in Loyalty Loop, a weekly email newsletter. He tracks direct replies to those emails: “Lots of people click, open, and watch it, but the people who respond – especially when it’s about something that really hit a chord – help me understand what’s working because it tells me what they’re liking, what’s challenging them, and what are they learning,” he says.
  • Comments: Andrew also mines the comments viewers leave on the YouTube page and below his LinkedIn posts where he shares the link.

Create winning videos – without losing your mind

A little extra efficiency in your video creation processes can add up to big marketing gains – in content quality, audience engagement, and video performance. Follow Andrew’s pro tips and let us know how it goes. If you have some video planning and preparation tips to share, why not pop them into the comments below?

All tools are identified by the author or sources. Feel free to include additional tools in the comments (from your company or ones that you have used). 

Want to learn how to balance, manage, and scale great content experiences across all your essential platforms and channels? Join us at ContentTECH Summit this March in San Diego. Browse the schedule or register today. Use the code BLOG100 to save $100.

Cover image by Joseph Kalinowski/Content Marketing Institute




Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

Here’s Optimizely’s Automatic Sample Ratio Mismatch Detection

Published

on

Here's Optimizely’s Automatic Sample Ratio Mismatch Detection

Optimizely Experiment’s automatic sample ratio mismatch (SRM) detection delivers peace of mind to experimenters. It reduces a user’s exposure time to bad experiences by rapidly detecting any experiment deterioration.

This deterioration is caused by unexpected imbalances of visitors to a variation in an experiment. Most importantly, this auto SRM detection empowers product managers, marketers, engineers, and experimentation teams to confidently launch more experiments. 

How Optimizely Experiment’s stats engine and automatic sample rate mismatch detection work together

The sample ratio mismatch actslike the bouncer at the door who has a mechanical counter, checking guests’ tickets (users) and telling them which room they get to party in.

Stats engine is like the party host who is always checking the vibes (behavior) of the guests as people come into the room.

If SRM does its job right, then stats engine can confidently tell which party room is better and direct more traffic to the winning variation (the better party) sooner.

Why would I want Optimizely Experiment’s SRM detection?

It’s equally important to ensure Optimizely Experiment users know their experiment results are trustworthy and have the tools to understand what an imbalance can mean for their results and how to prevent it.

Uniquely, Optimizely Experiment goes further by combining the power of automatic visitor imbalance detection with an insightful experiment health indicator. This experiment health indicator plays double duty by letting our customers know when all is well and there is no imbalance present.

Then, when just-in-time insight is needed to protect your business decisions, Optimizely also delivers just-in-time alerts that help our customers recognize the severity of, diagnose, and recover from errors.

Why should I care about sample ratio mismatch (SRM)?

Just like a fever is a symptom of many illnesses, a SRM is a symptom of a variety of data quality issues. Ignoring a SRM without knowing the root cause may result in a bad feature appearing to be good and being shipped out to users, or vice versa. Finding an experiment with an unknown source of traffic imbalance lets you turn it off quickly and reduce the blast radius.

Then what is the connection between a “mismatch” and “sample ratio”?

When we get ready to launch an experiment, we assign a traffic split of users for Optimizely Experiment to distribute to each variation. We expect the assigned traffic split to reasonably match up with the actual traffic split in a live experiment. An experiment is exposed to an SRM imbalance when there is a statistically significant difference between the expected and the actual assigned traffic splits of visitors to an experiment’s variations.

1. A mismatch doesn’t mean an imperfect match

Remember: A bonified imbalance requires a statistically significant result of the difference in visitors. Don’t expect a picture-perfect, identical, exact match of the launch-day traffic split to your in-production traffic split. There will always be some ever-so-slight deviation.

Not every traffic disparity automatically signifies that an experiment is useless. Because Optimizely deeply values our customers’ time and energy, we developed a new statistical test that continuously monitors experiment results and detects harmful SRMs as early as possible. All while still controlling for crying wolf over false positives (AKA when we conclude there is a surprising difference between a test variation and the baseline when there is no real difference). 

2. Going under the hood of Optimizely Experiment’s SRM detection algorithm

Optimizely Experiment’s automatic SRM detection feature employs a sequential Bayesian multinomial test (say that 5 times fast!), named sequential sample ratio mismatch. Optimizely statisticians Michael Lindon and Alen Malek pioneered this method, and it is a new contribution to the field of Sequential Statistics. Optimizely Experiment’s sample ratio mismatch detection harmonizes sequential and Bayesian methodologies by continuously checking traffic counts and testing for any significant imbalance in a variation’s visitor counts. The algorithm’s construction is Bayesian inspired to account for an experiment’s optional stopping and continuation while delivering sequential guarantees of Type-I error probabilities.

3. Beware of chi-eap alternatives!

The most popular freely available SRM calculators employ the chi-square test. We highly recommend a careful review of the mechanics of chi-square testing. The main issue with the chi-squared method is that problems are discovered only after collecting all the data. This is arguably far too late and goes against why most clients want SRM detention in the first place. In our blog post “A better way to test for sample ratio mismatches (or why I don’t use a chi-squared test)”, we go deeper into chi-square mechanics and how what we built accounts for the gaps left behind by the alternatives.

Common causes of an SRM  

1. Redirects & Delays

A SRM usually results from some visitors closing out and leaving the page before the redirect finishes executing. Because we only send the decision events once they arrive on the page and Optimizely Experiment loads, we can’t count these visitors in our results page unless they return at some point and send an event to Optimizely Experiment.

A SRM can emerge in the case of anything that would cause Optimizely Experiment’s event calls to delay or not fire, such as variation code changes. It also occurs when redirect experiments shuttle visitors to a different domain. This occurrence is exacerbated by slow connection times.

2. Force-bucketing

If a user first gets bucketed in the experiment and then that decision is used to force-bucket them in a subsequent experiment, then the results of that subsequent experiment will become imbalanced.

Here’s an example:

Variation A provides a wildly different user experience than Variation B.

Visitors bucketed into Variation A have a great experience, and many of them continue to log in and land into the subsequent experiment where they’re force-bucketed into Variation A.

But, visitors who were bucketed into Variation B aren’t having a good experience. Only a few users log in and land into a subsequent experiment where they will be force-bucketed into Variation B.

Well, now you have many more visitors in Variation A than in Variation B.

3. Site has its own redirects

Some sites have their own redirects (for example, 301s) that, combined with our redirects, can result in a visitor landing on a page without the snippet. This causes pending decision events to get locked in localStorage and Optimizely Experiment never receives or counts them.

4. Hold/send events API calls are housed outside of the snippet

Some users include hold/send events in project JS. However, others include it in other scripts on the page, such as in vendor bundles or analytics tracking scripts. This represents another script that must be properly loaded for the decisions to fire appropriately. Implementation or loading rates may differ across variations, particularly in the case of redirects.

Interested?  

If you’re already an Optimizely Experiment customer and you’d like to learn more about how automatic SRM detection benefits your A/B tests, check out our knowledge base documentation:

For further details you can always reach out to your customer success manager but do take a moment to review our documentation first!

If you’re not a customer, get started with us here! 

And if you’d like to dig deeper into the engine that powers Optimizely experimentation, you can check out our page faster decisions you can trust for digital experimentation. 

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

How to Use Email Marketing Automation to Encourage SaaS Adoption

Published

on

How to Use Email Marketing Automation to Encourage SaaS Adoption

SaaS adoption refers to the process that earns your product a permanent place in your user’s workflow. This happens when you empower your audience to extract useful value from your solutions.

Email, a tried and tested communication tool, plays an essential role in helping brands relay their product’s value to their customers and educate them on how to make the most of it.

However, smaller teams might find themselves at a crossroads, balancing the need for personalized communication with the scale of their user base

Email marketing automation offers a practical solution by ensuring that each message is tailored and timely, yet sent out with minimal manual effort.

In this article, let’s look at five tips that will help you build robust email marketing automation that will motivate your audience to adopt your tool and make it a part of their daily lives.

1. Segment your audience

Audience segmentation is crucial for personalizing your emails, which in turn, can significantly boost SaaS product adoption. Remember, a message that resonates with one segment might not strike a chord with another.

The key to effective segmentation is understanding where each customer is in their journey. Are they new subscribers, active users, or perhaps at the brink of churning?

Here are some actionable steps to segment your audience effectively:

  1.  Analyze User Behavior: Look at how different users interact with your SaaS product. Are they frequent users, or do they log in sporadically? This insight can help you create segments like ‘active users’, ‘occasional users’, and ‘at-risk users’.
  2.  Utilize Sign-up Data: Leverage the information gathered during the sign-up process. This can include job roles, company size, or industry, which are excellent parameters for segmentation.
  3.  Monitor Engagement Levels: Keep an eye on how different segments interact with your emails. Are they opening, clicking, or ignoring your messages? This feedback will help you refine your segments and tailor your approach. Plus, consider setting up small business phone systems to enhance communication with your audience.

2. Create campaigns based on behavior

Sending behavior-based campaigns is pivotal in effective email marketing. By focusing on performance metrics such as open rates, click-through rates, and engagement times, you can gauge the effectiveness of your emails and adjust your strategy accordingly.

You can also use digital signage to entertain or make customers aware of something new – product or service, through a digital sign.

Different types of email campaigns serve various purposes:

  1. Educational Campaigns: These are designed to inform and enlighten your audience about their problem. They can include tips, best practices, and how-to guides. The goal here is to provide value and establish your brand as a thought leader in your industry.
  2. Interactive Campaigns: These campaigns encourage user engagement through surveys, quizzes, microblogging platforms, or feedback forms. They not only provide valuable insights into user preferences but also make the recipients feel heard and valued.
  3. Onboarding Campaigns: Targeted toward new users, these messages help them get the value they seek from your product as soon as possible. They can include step-by-step tutorials, video guides, or links to helpful resources.

4.Re-engagement Campaigns: Aimed at inactive users, these emails strive to reignite their interest in your SaaS product. They might include product updates, special offers, or reminders of the benefits they’re missing out on.

3. A/B test before deployment

Rather than pushing a new campaign to your entire audience as soon as you draft the emails, A/B testing helps you know whether your messages are any good.

Here are some best practices for A/B testing in email automation:

  1. Test One Variable at a Time: Whether it’s the subject line, email content, or call-to-action, change just one (or a couple) element per test. This clarity helps in pinpointing exactly what works and what doesn’t.
  2. Choose a Representative Sample: Ensure that the test group is a good mix of your target audience as a whole. This way, the results are more likely to reflect how your entire audience would react.
  3. Measure the Right Metrics: Depending on what you’re testing, focus on relevant metrics like open rates, click-through rates, or conversion rates. This will give you a clear picture of the impact of your changes. Along with these steps, it’s important to use an SPF checker to ensure your emails aren’t marked as spam and increase the deliverability rate.
  4. Use the Results to Inform Your Strategy: Once you have the results, don’t just stop at implementing the winning version. Analyze why it performed better and use these insights to inform your future campaigns.
  5. Don’t Rush the Process: Give your test enough time to gather significant data. Adopt comprehensive marketing reporting solutions that give you a clear picture of your campaigns’ efficacy.

4. Leverage email templates

When managing multiple email automation campaigns, each with potentially dozens of emails, the task of creating each one from scratch can be daunting. Not to mention, if you have multiple writers on board, there’s a risk of inconsistency in tone, style, and branding.

Email templates are your secret weapon for maintaining consistency and saving time. They provide a standardized framework that can be easily customized for different campaigns and purposes.

They are also a great way to communicate with your customers. Another way to communicate efficiently with your customer is through best small business phone systems, which is especially efficient when conveying information about your product or service.

Here’s a rundown of various types of templates you should consider having:

  1. Welcome: For greeting new subscribers or users. It should be warm, inviting, and informative, setting the tone for future communications.
  2. Educational Content: Used for sharing tips, guides, and resources. If you are making this template to introduce online GCSE physics tutor services that you provide, you should be clear, concise, and focused on delivering value in your template.
  3. Promotional: For announcing new features, offers, or services. It should be eye-catching and persuasive without being overly salesy.
  4. Feedback Request: Designed to solicit user feedback. This template should be engaging and make it easy for recipients to respond.
  5. Re-engagement: Aimed at rekindling interest among inactive users. It should be attention-grabbing and remind them of what they’re missing.
  6. Event Invitation: For webinars, workshops, or other events. This should be exciting and informative, providing all the necessary details.

5. Use a tool that works for you

Email is more than just a marketing platform; it’s a multifaceted tool that can drive customer engagement, support, and retention. Given its versatility, it’s crucial to choose the right email automation tool that aligns with your specific needs.

When selecting an email automation tool, consider these key features:

  1. Intuitive Interface: Even your non-technical team members should find it easy to use.
  2. Robust Segmentation Capabilities: The tool must offer advanced segmentation options to target your emails accurately.
  3. A/B Testing Functionality: Essential for optimizing your email campaigns.
  4. Integration with Other Tools: Look for a tool that integrates seamlessly with your CRM, analytics, and other marketing platforms. Additionally, integrating a multilingual translation support can further enhance the tool’s versatility, allowing you to reach a diverse audience with tailored content in their preferred languages.

Popular tools like Mailchimp and ActiveCampaign offer free trials which are great for brands to take these for a spin before making a choice.

Wrapping up

Leveraging email automation makes it easier for SaaS brands to market their solutions to their audience and ultimately increase adoption rates.

Segmenting audiences, creating messages based on their behavior, testing emails before setting campaigns live, utilizing templates for speed and consistency, and adopting a tool that you are comfortable working with are essential email marketing automation tips to help you get started on the right foot.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

Marketing Team Reorgs: Why So Many and How To Survive

Published

on

Marketing Team Reorgs: Why So Many and How To Survive

How long has it been since your marketing team got restructured? 

Wearing our magic mind-reading hat, we’d guess it was within the last two years. 

Impressed by the guess? Don’t be.  

Research from Marketing Week’s 2024 Career and Salary Survey finds that almost half of marketing teams restructured in the last 12 months. (And the other half probably did it the previous year.) 

Why do marketing teams restructure so often? Is this a new thing? Is it just something that comes with marketing? What does it all mean for now and the future? 

CMI chief strategy advisor Robert Rose offers his take in this video and the summary below. 

Marketing means frequent change 

Marketing Week’s 2024 Career and Salary Survey finds 46.5% of marketing teams restructured in the last year — a 5-percentage point increase over 2023 when 41.4% of teams changed their structure. 

But that’s markedly less than the 56.5% of marketing teams that restructured in 2022, which most likely reflected the impact of remote work, the fallout of the pandemic, and other digital marketing trends. 

Maybe the real story isn’t, “Holy smokes, 46% of businesses restructured their marketing last year.” The real story may be, “Holy smokes, only 46% of businesses restructured their marketing.” 

Put simply, marketing teams are now in the business of changing frequently. 

It raises two questions.  

First, why does marketing experience this change? You don’t see this happening in other parts of the business. Accounting teams rarely get restructured (usually only if something dramatic happens in the organization). The same goes for legal or operations. Does marketing change too frequently? Or do other functions in business not change enough? 

Second, you may ask, “Wait a minute, we haven’t reorganized our marketing teams in some time. Are we behind? Are we missing out? What are they organizing into? Or you may fall at the other end of the spectrum and ask, “Are we changing too fast? Do companies that don’t change so often do better? 

OK, that’s more than one question, but the second question boils down to this: Should you restructure your marketing organization? 

Reorganizing marketing 

Centralization emerged as the theme coming out of the pandemic. Gartner reports (registration required) a distinct move to a fully centralized model for marketing over the last few years: “(R)esponsibilities across the marketing organization have shifted. Marketing’s sole responsibilities for marketing operations, marketing strategy, and marketing-led innovation have increased.”  

According to a Gartner study, marketing assuming sole responsibility for marketing operations, marketing innovation, brand management, and digital rose by double-digit percentage points in 2022 compared to the previous year.  

What does all that mean for today in plainer language? 

Because teams are siloed, it’s increasingly tougher to create a collaborative environment. And marketing and content creation processes are complex (there are lots of people doing more small parts to creative, content, channel management, and measurement). So it’s a lot harder these days to get stuff done if you’re not working as one big, joined-up team. 

Honestly, it comes down to this question: How do you better communicate and coordinate your content? That’s innovation in modern marketing — an idea and content factory operating in a coordinated, consistent, and collaborative way. 

Let me give you an example. All 25 companies we worked with last year experienced restructuring fatigue. They were not eager creative, operations, analytics, media, and digital tech teams champing at the bit for more new roles, responsibilities, and operational changes. They were still trying to settle into the last restructuring.  

What worked was fine-tuning a mostly centralized model into a fully centralized operational model. It wasn’t a full restructuring, just a nudge to keep going. 

In most of those situations, the Gartner data rang true. Marketing has shifted to get a tighter and closer set of disparate teams working together to collaborate, produce, and measure more efficiently and effectively.  

As Gartner said in true Gartner-speak fashion: “Marginal losses of sole responsibility (in favor of shared and collaborative) were also reported across capabilities essential for digitally oriented growth, including digital media, digital commerce, and CX.” 

Companies gave up the idea of marketing owning one part of the customer experience, content type, or channel. Instead, they moved into more collaborative sharing of the customer experience, content type, or channel.  

Rethinking the marketing reorg 

This evolution can be productive. 

Almost 10 years ago, Carla Johnson and I wrote about this in our book Experiences: The 7th Era of Marketing. We talked about the idea of building to change: 

“Tomorrow’s marketing and communications teams succeed by learning to adapt — and by deploying systems of engagement that facilitate adaptation. By constantly building to change, the marketing department builds to succeed.” 

We surmised the marketing team of the future wouldn’t be asking what it was changing into but why it was changing. Marketing today is at the tipping point of that. 

The fact that half of all marketing teams restructure and change every two years might not be a reaction to shifting markets. It may just be how you should think of marketingas something fluid that you build and change into whatever it needs to be tomorrow, not something you must tear down and restructure every few years.  

The strength in that view comes not in knowing you need to change or what you will change into. The strength comes from the ability and capacity to do whatever marketing should. 

HANDPICKED RELATED CONTENT:  

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing Institute 

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS