The marketing community is too familiar with statistics " 65% of content produced by marketing teams is wasted ". But what can be done to avoid waste and centralize the customer journey? NewsCred recently sponsored the SiriusDecisions Tech Exchange 2018, where Shannon Paul, Vice President, Brand and Social Media Director at Fifth Third Bank presented a case study on how she implemented and leveraged the embedded content of NewsCred. Marketing Platform (CMP).
The three difficulties faced by the fifth bank before the implementation of NewsCred's EMI are quite common among companies: the need for a company-wide content strategy, a technological solution that allows centralize and streamline the content development process; and a central view of all content marketing and planning activities. Using the EMI, the Fifth Third Bank has been successful in its content marketing efforts in:
Improving the operational efficiency and efficiency of the entire marketing organization
Breaking Silos to Encourage Collaboration
Increase the production of content with the same inputs and resources.
How did they do it?
Shannon divides it into three categories: people, process, and platform. Obtaining executive support and activating cross-functional executive sponsors from each section of the marketing team was key to eliminating silos and reviving collaboration.
"Sometimes you have to slow down to speed up," said Shannon, "we had to do a lot to make everyone understand the process."
Once stakeholders agreed on their brand content strategy, shared language planning and shared governance processes, the NewsCred platform was the last piece of the puzzle allowing its execution.
Check out the full case study to learn more about Fifth Third's journey to successful content marketing with the help of NewsCred's integrated marketing edition.
NewsCred is dedicated to improving marketing for all. As the world's leading content marketing software, NewsCred provides the world's most ambitious brands with the best solutions for content creation, marketing management, multichannel publishing and measurement. See more news from NewsCred