Why your whole organization must get involved in content marketing

All too often, clients struggle to initiate and maintain an ongoing content marketing program.

It’s not that they don’t recognize the value of such a program. Rather, they doubt how they will find the time to implement what is likely a time-consuming strategy. After all, it’s usually the marketing and communications departments who shoulder the entire brunt of the effort, without a lot of help from the rest of their organization.

What most organizations don’t realize is that their success requires a team effort. The entire organization needs to buy into the vision and strategy of a content program and play a key role in its success. Marketers don’t have to do it all themselves, but It’s up to them to lead the effort, clearly articulate roles to various team members and ensure each team has an avenue for contributing.

Here’s how to get each team involved:

1. Marketing and communications

From conception to tactics and execution, this team manages the process from start to end, then analyzes and refines it to make it better. This team also acts as the liaison, gathering buy-in, expertise and creating the tangible deliverables that makes the entire content machine run.

2. Sales