Understanding the Content Landscape
One thing we can count on in this life is change, and that is equally true for content marketing. There is a new wave of multi-talented marketers entering the workplace and their arrival is fundamentally changing how marketing departments work from the bottom to the top. This rippling effect is requiring everybody to rethink their approach to marketing and organizational collaboration.
Jesse’s experience in the upper levels of content marketing positions at a wide variety of companies, from big to small, has provided him with unique insight into how these changes are affecting the industry. He has experienced the evolving CMO first-hand, created departments that draw on the multi-disciplinary strengths of his employees, and mapped the origin of content throughout organizations.
He has distilled all of this experience into a concise approach to management—from team building to board relations—that drives both content volume and velocity.
In This Episode
- Why the diversifying abilities of marketing professionals means a shift in the background and focus of CMOs
- How good organizational structure leads to high velocity content
- Why strategy means ruthless prioritization in a multi-functional environment
- The rise and fall of brand journalism
- How collaboration between marketing operations, analytics, and sales leads to a decrease in departmental contention
Quotes From This Episode
“If you’re already thinking of your content marketing role as dedicated to a single goal within your funnel, then you’ve already misunderstood what content marketing should really be.” —@noyesjesse
“We need to map our strategies throughout the buyer journey as we get someone from A to B.” —@randyfrisch (highlight to tweet)
“A lot of people talk about the volume piece, but they don’t think about the velocity piece and that’s what a good process between sales and marketing does. It helps not only draw in the buyers, it helps accelerate the cycles that move the buyer more quickly.” —@noyesjesse
“Instead of trying to introduce new concepts at each stage which slows you down, you’re telling the same story in a more detailed way as the prospect moves through that cycle.” —@noyesjesse
“We’re moving so fast and thinking in such silos that we don’t get together to have that coherent narrative.” —@noyesjesse (highlight to tweet)
“We can’t address every topic that our buyer might ever have in a quarter.” —@noyesjesse (highlight to tweet)
“The fact that they produce content is almost a by-product of their role rather than the center of their role.” —@noyesjesse
“If you want to be in that CMO role, you need to understand how all the puzzle pieces come together.” —@noyesjesse (highlight to tweet)
What did you want to be when you grew up?
Initially Jesse had big and tall dreams of joining the NBA. Once he came to accept the reality of his draft prospects as a 5’7″ player, he switched gears and became interested in the art of storytelling. He had always been a history buff and moved in any direction that got him into a position of telling stories. That led to journalism which eventually brought him to telling stories through content marketing.