Until very recently, most businesses were organized in a siloed structure. Marketing, Sales, Customer Service, Procurement, IT — each department kept to itself and reached out only when necessary. In enterprise organizations, each of those departments might be subdivided, too, by discipline or geographic region.
As customer journeys evolve, this siloed model doesn’t work anymore. The customer experience doesn’t respect the old boundaries. It flows through the entire business, from supply chain to marketing and back again. And customer experience is the No. 1 differentiator that decides which businesses lead and which lag behind.
Marketers need to step out of their comfort zones to drive customer experience across the organization. We need to connect with other departments, communicate openly, and collaborate on our shared goals.
This week’s roundup can help you get started. You’ll learn how to better communicate with IT and management, how to integrate marketing and web design, and more.
What Marketers Were Reading and Sharing Most This Week:
1. How to Do Diversity and Inclusive Content Marketing That Matters
Diversity should go deeper than your choice of stock photos, says Ann Gynn. She challenges marketers to commit to inclusion, which organically leads to more diversity.
2. Systematically Upgrade Your Existing Content: Here’s How and When to Do It
Find the hidden gems in your content library with these practical tips from Chris Gregory. It’s a good reminder to keep optimizing content; the job doesn’t end with the first publication.
3. 5 Ways SEO & Web Design Go Together
Web design influences both search engine rankings and user experience, both of which are highly relevant to marketers. Thankfully, you don’t have to be a web developer to use these hints from Kristopher Jones.
4. The Universal Translator: How Marketers Can Improve Communication with Internal Stakeholders
Do you speak the same language as your IT department? How about your CEO? Josh Nite shares how you can be a more effective voice in your organization.
5. Content Diversification Leads to Greater Revenue Gains
Focusing on one or two channels can make for effective marketing, but you might be missing a large portion of your audience. Jennifer Tomlinson explores the advantages of branching out.
6. How B2B Marketers Can Contribute to EBITDA: 7 Best Practices
It’s well past time for marketers to focus on revenue to prove their value to the company. This checklist from Matt Heinz can help you make the case.
7. Is Your Business Producing Wasted Content?
We’ve all heard the old stat that 60-70% of B2B content goes unused. Dom Nicastro provides five key questions to help you focus on creating only essential content.
8. How to Get More Blog Subscribers In 2020
This in-depth tutorial from Mitt Ray offers multiple practical ways to expand your email list this year. My favorite: Offer an “Autofill with LinkedIn” option to make signup easy.
9. How to Use Short Videos to Turn Prospects Into Customers
Video posts on social media tend to get more views and higher engagement than images or text. Marcus Ho walks through the entire process of creating a 60-second video, from storyboard to publication, in this deep dive.
10. Holy Storytelling, Batman! - A Content Marketing Lesson
Who is the hero of your content marketing: Your product, or your customer? Vicki Chan takes us to Gotham City for an object lesson on telling more relatable, relevant B2B stories.
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