Amanda Todorovich and Matt Bakaitis of Cleveland Clinic instruct people not to think of content marketing as a project. Instead, they say to think of it as a software project. Amanda treats each marketing channel - blog, email, social media, etc. - as its own product. This forces her to consider whether each one is delivering content customers want. The product-oriented approach also means you're never really done. While projects have deadlines and ending points, products (and marketing) are constantly evolving and improving. Amanda and Matt also believe that the product approach creates a more inclusive environment in which people from departments outside of marketing might become involved. For a complete understanding of the product-oriented approach, check out Amanda and Matt's ContentTECH presentation.
- -content marketing is a project that is never really done
- -content marketing is one project rather than a series of projects.
- -treat your social media content hub as a product
"an your content marketing achieve its potential if structured as a series of projects?"