Mannone agreed, adding content to the list of pain points. She has particularly observed a pattern where companies fail to recognize what they have or how to use the content to deliver rich campaigns. She first recommended auditing your content (both old and new). “If you don’t have a content management system, create a simple Excel file that you and your team can manage. Identify the type of piece (white paper, brochure, etc.), its title, and what it includes (project specs, project description, features and benefits, etc.),” Mannone instructed. “Now you’ll know where you can pull these pieces of information from any time you need them. As you’re compiling your file, look at what needs updating and start tracking that. As updates become available, check them off your list.”
- Companies:
- Webb/Mason