Digital Interactive Services

The fundamentals of content marketing operations

On an average, people across the global spend 6 hours and 57 minutes looking at screens, with average daily screen time, social media consumption, and content consumption increasing every year. This presents a unique opportunity for brands to reach their target customers and engage with them through content marketing. As such, the significance of content marketing as an important tool in the marketing arsenal is not lost on contemporary brands.

Content marketing operations

In today’s digital era, content is one of the direct and most effective mediums to communicate with your customers, and effective content marketing operations can work wonders for your brand. Content marketing operations (or content ops) refer to an amalgamation of technology, processes, and people that allow a business to meet its objectives through planning, creation, management, and analysis of different types of content. With efficient content ops, you can align the content with your business goals and enhance engagement with customers by developing compelling content.

Unlike pure content marketing, content marketing operations focus on different functions that a content piece can serve apart from marketing, such as creating brand awareness, enriching customer experience, and building an SEO presence.* However, content remains at the centre of content marketing operations, and you need to create effective and engaging content for successful content marketing operations.

Implementing content marketing operations

Content marketing operations is a relatively new framework. Many brands are struggling to effectively implement content marketing operations as it’s not a standalone operation and requires collaboration between different business disciplines to increase productivity and quality. Despite challenges in implementation, effective content ops are a must-have for modern businesses. But you need to understand the three pillars of content marketing operations to implement them effectively:

  • People:
  • Every individual on your team is unique, with a distinct skill set and expertise. However, a team without specific job roles and descriptions leads to confusion and chaos, ultimately ending in failure of content ops to deliver effective and engaging content. Mapping the needs and priorities of your business and aligning them with your team’s expertise can help you define clear job roles and descriptions for each team member. With the right people performing the right tasks, you can implement successful content ops.

  • Processes:
  • Even the best content strategy can fail without well-defined processes. A robust process can ensure that the flow of content (from ideation and content creation to execution and delivery) runs smoothly without any confusion surrounding the process flow and task prioritisation. These processes are at the heart of a company’s content operations and can help your team at every stage of a content marketing campaign.

  • Technology:
  • Content marketing operations are challenging to implement; however, with the help of right tools, you can create, manage, track, and assess every content piece effectively. A technological solution that has all the features — such as scheduling content delivery, real-time updates of the content process, and analysis and reporting of content’s performance - can help your team be productive and deliver quality content in a constantly changing market.

Do you need content marketing operations?

Businesses that want to connect with its customers need to invest in content ops solutions. With the help of content marketing operations, you can offer a personalised experience to your customers and engage with them effectively. Some of the benefits of content marketing operations include:

  • Optimal content planning and execution
  • Optimised content process workflow for maximum efficiency
  • Central management of content
  • Consistent brand image and messaging
  • Optimal contribution of content to company’s bottom line

If you want to avail these benefits and offer a personalised experience to your customers, you need to invest in content marketing operations.

How can Infosys BPM Help?

Infosys BPM Content Marketing Operations (CMO) team offers you specialised services across content and design verticals, such as CRM, CMS, e-commerce, and event operations. Bringing together the best marketing and operational experts, the Infosys BPM CMO team offers you scalable marketing solutions to keep up with today’s fast-paced world while ensuring data security for your business. With services like paid media, social media management, website management, digital event support, content creation and management, design and collaterals, and video production using Infosys Studio, you can optimise your content marketing efforts with help from the Infosys BPM CMO team.

*For organisations on the digital transformation journey, agility is key in responding to a rapidly changing technology and business landscape. Now more than ever, it is crucial to deliver and exceed on organisational expectations with a robust digital mindset backed by innovation. Enabling businesses to sense, learn, respond, and evolve like a living organism will be imperative for business excellence going forward. A comprehensive, yet modular suite of services is doing exactly that. Equipping organisations with intuitive decision-making automatically at scale, actionable insights based on real-time solutions, anytime/anywhere experience, and in-depth data visibility across functions leading to hyper-productivity, Live Enterprise is building connected organisations that are innovating collaboratively for the future.

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