| 7th March 2016
In our previous article, we talked about how to mature your organisation’s approach to content strategy. We covered off three key things you can do to move your company forward in 2016. However, not all organisations are in a position to look at maturity – for some, there’s still a pressing question that needs answering: Why does content need a strategy?
In this article, Content Marketing Manager Liz Inskip and guest blogger Adwoa Baah explain how having a documented strategy for content creation, distribution, management, and governance will empower your brand teams and create organisational efficiencies.
A documented strategy for content creation ensures that all content serves a strategic purpose, and is in line with business objectives, as well as customer needs. When content is brought into the strategic process at the beginning, it can shape thinking and drive the overall brand strategy.
For example, some of our clients have the problem of having too much content and no content owners. There isn’t a documented strategy in place for content creation, so new content is constantly being created to meet brand teams’ needs. This tends to mean that there is a proliferation of content, but no strategic guidance around how that content should be created or understanding of how each piece of content will meet business objectives and customer needs. In these cases, a documented strategy has empowered the brand teams to create less content, but the content that was created was purposeful and served a strategic purpose.
| 11th January 2018
Senior Associate Consultant Jiayi Chen explains the benefits and pitfalls of programmatic advertising and reveals how it can impact return on investment in your marketing campaigns.
| 4th January 2018
Measuring marketing activity is proving to be a major challenge in pharma. Here, Senior Consultant Paul Townley-Jones explores the meaning of success and gives his tips for measuring efficiency and effectiveness, along with the formula for calculating profit and ROI.
| 5th December 2017
Pharma is making measured progress in its adoption of multichannel marketing. But can it actually measure success? And does it even know what good looks like? Chris Ross interviews Senior Consultant Paul Towney Jones to explore the risks and benefits of increased investment in MCM.