Insource…outsource…a blended approach? Senior marketers often debate how to most effectively staff and resource a content program.
The most high impact campaigns we have been a part of at Strategic Communications Group (Strategic) have been led by corporate and field marketers, with third-party vendors tasked with creation, promotion, distribution and analytics support.
In addition to the ability to ramp up tactical execution, marketing consultants and vendors bring best practices that allow a corporate team to sharpen its approach. Here are four recent examples of how marketers like you have elevated impact:
- Give them a reason to read! Exclusive interviews with an industry thought leader build community. Here is an example from Today’s Modern Educator and Learning Without Tears: Dr. Margo Isabel, Head of Lower School discusses how to create a culture of lifelong learning.
- Timeliness, impact and conflict are attributes that make content newsworthy. So does human interest. NetApp publishes about a technologist who also “rocks out” as a member of a band called the Petabytes.
- Sourcing content from a partner’s blog allows a company to present a comprehensive view of an issue or trend. The marketers at Comstor provide an example in the EDGE 360 campaign. Check out how Cisco is sourced.
- Align your company’s content marketing with its presence at an industry conference for relevance and timeliness. Rockwell Collins shows us how with its Modern Military Training campaign: Q&A with Dr. Benjamin Bell, Conference Chair, MODSIM World 2018.