Last night, in our latest webinar, Brilliant Noise’s Antony Mayfield discussed how to scale brand content organisations. The webinar focussed on what we learned while creating our latest book, Stories That Scale, and what we’ve learned since. You can find a link at the bottom of the page to a recording of the whole webinar, but this post summarises what was said.
In the webinar, Antony explained how there’s a big movement in the market from paid to earned attention and an increasing demand for quality content. However, content organisations are still localised or quite small and don’t have the strategy or the processes in place to deal with this demand. Either that or they run along very industrial lines, with content being pushed out from a central place into lots of different regions, not always effectively. Scaling content organisations properly is required to solve these problems.
Here are six recommendations for organisations working with content at scale:
- Put customers first – put your customer at the heart of your content strategy.
- Pilot and scale – there are no off-the-shelf solutions. Develop projects and ways that are right for your organisation.
- Reach is vanity, sharing is sanity – reach orientated marketing is going to be displaced by sharing orientated marketing as the primary form of distribution.
- Data and distribution – add data and distribution to your strategy, don’t just hit and hope once the editorial process is complete.
- Operations mindset – make sure you’ve got operations and data elements in your team when creating and executing a strategy.
- Copy the right people and the right things – ask: what can we copy, learn and borrow from start-ups and successful organisations that make sense in our organisations?
Listen to the full webinar below and let us know what you think or ask any questions in the comments section. We’d love to hear your thoughts on scaling content organisations, copying from the right people, sharing over reach, or anything else covered in the webinar.