Too often, Content Marketing teams are reactive (responding to requests from the organization) or one-dimensional (e.g. only focused on SEO). Meanwhile, resources are limited.
Content plays a role across the customer journey and needs to be produced for multiple scenarios.
Requests come from all kinds of sources (salespeople, exec team, campaigns etc.) and there is no way to prioritize.
Content leaders need to act like Product Managers and run a content roadmap process.
Prioritize the highest ROI items for the business against the limited resources available to product content.
Don't just produce random content.
Do you have a content roadmap?
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