INTRODUCTION The four content keys all marketers need

How to see greater impact, team agility, and content performance

With more competition, endless channels to master, and customer preferences evolving faster than ever before, it’s a tough time to be a marketing leader.

Hugely crowded markets and immense customer content choices are tough challenges to maneuver. But, if you can cut through the noise with the right content—backed by the right strategy and processes behind it—there are some equally significant benefits to be gained.

The big question is: What does it take to do that?

There are a huge range of skills and capabilities that could help you in your mission to stand out and create great, engaging content at speed. Fortunately, we’ve got the list down to just four—focus areas that we’ve seen drive big results for organizations like yours.

1. Attention optimization

In crowded channels and markets, you need to stand out—but it isn’t enough to just grab a customer’s attention. Once you have it, you need to hold it for long enough to drive the right actions and outcomes.

2. Precise personalization

When you’re trying to hold attention, relevance is everything—and personalization is your greatest tool when it comes to creating hyper-relevant content. Just be sure to use it responsibly.

3. Data and metric mastery

The best content strategies are built on continuous improvement. By gathering the right data and tracking the right metrics, you can learn what your customers really want.

4. Content democratization

Publishing consistently great content at speed is tough. By empowering people across our organization with the right tools, you can democratize content creation, without sacrificing control.

In this guide, we will walk you through each of these focus areas in turn.

Are you ready to examine why those focus areas are so important today, what they can do for you and your organization, and the business impact of adding all of them all together?

Before we dive in ...

What are your biggest challenges as a leader?

Standing out online
Control over customer experience
Building predictable pipeline
Measuring accurate ROI
Limited time and resources
Breaking down operations silos