Democratize Content Creation With Experience Building Blocks

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The content demands placed on marketers today are higher than ever before. Not only are we continuing to strive for those personalized omnichannel experiences,  but COVID-19 and Black Lives Matter protests around the world have pushed marketers to quickly spin up marketing messages and content at the drop of a hat. Think about how quickly Nike had to turn around its “For Once, Don’t Do It” video. And doing it right is critical, so that your brand isn’t seen as profiteering but rather as being genuine and showing leadership. The way we used to create content doesn’t work for today’s marketing. In my own marketing experience, the old-school way of content worked like this: do fiscal year planning and map out content plans; when your “turn” comes, work with creative teams to scope out the content; creative teams build the content from scratch; go through endless reviews and approvals (usually with someone as a major blocker because they are busy or on vacation); and then put the content out and forget about it. Creating Experiences Differently These old ways of working just don’t cut it anymore. We need to change the way we work and …

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