At Axonn we believe that there are three major components instrumental to successful content marketing: strategy, content, and technology. I would like to focus on the technology component for a moment – makes sense given it’s my speciality.
The business vs technology debate is one that has been on going for many years. Its latest incarnation is the CMO vs CIO debate. It is widely recognised that there are compelling reasons for these two sides to align and work together in order for organisations to be truly successful – If you are not familiar the article ‘CMOs vs CIOs: Why can’t we be friends?‘ over at Information-Age.com will bring you up to speed. As a content marketing agency this is squarely in our patch and therefore we regularly encounter these challenges when working with customers. But working through and beyond these challenges are easier said than done.
At TFM&A 2014 I gave a talk in the future trends theatre related to this debate. I proposed that an agile culture together with well defined processes must be developed first before you think about technology. Technology exists to gain consistent results when scaling these processes. Technology doesn’t hand you the process. See the slide deck below for more details, or you can listen to the webinar I presented on the same topic recently at the end of this post.
As the audience represented various organisations, each operating in a unique environment, I talked about agile in fairly abstract terms and offered seven general tips to aid technology selection.
It’s of course a challenge to cover all aspects in 20 minutes, therefore I would love to dive into details and walk through examples in a series of blog posts. These real-world examples will be based on what we are doing or have done, including a new product we are developing and how we are organised to deliver. I’ll also touch on our marketing automation project.