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You’ve probably heard people describe marketing departments as places for trying fantastical things where no one has a bad idea, and everybody’s work gets a star and gets put up on the refrigerator.
If that was ever true, those days are over.
CEOs now see the marketing function as a driver for growth, according to an article in McKinsey. As one former CEO said, “Data has changed how the C suite is interacting with marketing. Now it’s very hard to separate company strategy from marketing strategy.”
Today, marketing departments are looked at as factories – places where something successful can be replicated a million times.
Is either of those views accurate? Ideally, the creative studio and factory facets of marketing exist in a balance. But how do you get there?
On the surface, the answer is simple. You must put a process behind marketing that can flex and accommodate new ideas. You have to create an operation to support it.
And since the creation, production, and activation of content is now the heart of marketing, content operations make the heart function.
Getting content operations right frees marketers to act like creative kids and still produce an efficient, scalable product.
In episode five of our Marketing Makers series, I walk you through the magic of making content operations work. You can watch the whole show here or view each chapter as you read the full version of this post on the Content Marketing Institute blog.[Video embed ]
Cover image by Joseph Kalinowski/Content Marketing Institute