Effective content has never been more important for successful brand marketing. The last few years have seen an arms race emerge among brands to differentiate themselves within more complex marketing ecosystems. Yet consistently delivering engaging content has become one of the biggest challenges marketers face.
Since MXM’s inception, we have been focused on content in all its forms. And our heritage within Meredith Corporation means we have a unique perspective on what it means to be a successful publisher. We are excited to share this wealth of experience to help brands successfully organize and deliver best-in-class content marketing.
Captured within these four books is our publisher-inspired process for creating high performing content at scale. Included are best practices for defining, developing, measuring and organizing around these efforts while avoiding common pitfalls. With the era of Big Content upon us, we hope this Playbook helps you and your brand take advantage of key opportunities and make your own winning mark in this new marketing landscape.
Knowing “what” to do is the not same as knowing “how” to do it. The fact that we now operate in a content-first marketing world is widely accepted. However, quantity does not equal quality and the goal of increased consumer engagement is often at odds with the desire to quickly populate every new channel. Forward-looking marketers have adopted a publisher’s mindset to deliver quality content at scale, which has resulted in a need to rethink marketing at an enterprise level. This is where MXM CORE comes in. The Content & Organization Readiness Engine is a content marketing tool to understand where an organization is coming from, where it wants to go, and begin to answer the question of how to get there.
MXM launched the first three parts of The Content Marketing Playbook through a series of webinars highlighting the key topics from each book.
The webinars, in addition to the complete book set, serve as a valuable resource for marketers to understand how to develop an effective content strategy to reach their marketing goals. To get your electronic copy of the Playbook, and to view the on-demand webinars, see below.
What is content and how is it evolving with the constantly changing needs of the Hyper-Connected Consumer? Marketers now need to learn how to evaluate the content landscape – both for their brand and across the industry. Book 1 dives into this subject and focuses on eight key topics:
As consumers have evolved in their consumption of content, brands have struggled to keep up. To create successful content, brands must change their marketing habits and think less like traditional brands and more like publishers. Book 2 dives into this subject and focuses on three key topics:
The right content strategy is only as effective as the right content execution. This requires a mix of art and science, having the creative instinct for great work and the dedication to results. By understanding what data points to focus on and optimizing accordingly, the foundation can be built for long-term content marketing success. Book 3 dives into this subject and focuses on three key topics:
It is one thing to think like a publisher, but it is quite another to act like one. One of the biggest impediments marketers face is their internal organizational structure. Most marketing departments are siloed, organized around an ever-growing number of channels and platforms. A holistic, consumer-centric view of the content ecosystem is missing. This results in duplication of content efforts or parts of the consumer journey that are bereft of quality experiences. In either case, this is not an effective use of resources. The consumer recognizes it, and it hurts the brand.
In order to deliver effective content strategy and execution, a marketer needs to have a clear vision for their content enterprise, the appropriate organizational structure and the right tools. Book 4 dives into this subject and focuses on three key topics: