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Try this Google Looker content performance template. [View Message in Browser]( / [Add Us to Safe Sender List]( WEEKLY NEWS 4.26.24 WEEKLY NEWS 4.26.24  FEATURED [How To Build an Impactful Content Dashboard With Google Looker: A Step-by-Step Guide [Free Template]]( By Kiera Wiatrak Google Analytics 4 offers a plethora of data. But how do you curate it into a dashboard that every stakeholder finds helpful? Simplify the process with Google Looker, using this free template and step-by-step process. [Read more](  READ OR LISTEN TO MORE STORIES FROM THIS WEEK: [Don't Follow Tesla's Marketing Mistake]( by Content Marketing Institute Team Tesla dismissed its marketing team this month. The layoffs come only a year after a mandate to “try advertising” that Elon Musk later said was “too generic.” But is marketing really to blame? Is there a takeaway for other companies? [Your Ultimate Guide To Master the Content Creation Process]( by Jodi Harris Content creation requires a lot. Who will do it? How will it align with strategic goals? How will the audience-attracting stories be crafted? Learn the potential answers to help you develop a content creation process that delivers. [Overcome Change Fatigue and Boost Your Content Strategy]( by Robert Rose Not changing gets you nowhere. Get insightful anecdotes paired with practical strategies to motivate your marketing and content to break from stagnation and move toward innovation. [ICYMI: How To Strengthen Your ‘Change Muscle’ for Your Content Team’s Success]( by Melissa Breker and Jenny Magic You face a perfect storm of urgent change initiatives. Yet, your team may have change fatigue or lack the capacity to get them done. Here’s how to overcome those challenges and experience change success.  A NOTE FROM ROBERT ROSE Snooze alarm Change fatigue. It’s a thing. And it may explain why fewer businesses have worked on innovative or incremental marketing change over the last 12 months. I’ve noticed the trend. Tech companies and consulting firms have, too. The number of innovative marketing change projects has been fewer and farther between than at any point in recent memory. With digital marketing and customer experience transforming, paid media and social strategies evolving, and AI integration looming, leaders have to absorb a lot of change. But here’s the thing. All that change remains hampered because so many businesses still haven’t evolved their content strategy. I see the same challenge again and again: Content strategy improvements fail to excite people enough to motivate the big and small changes they’ll require. When a company’s content strategy is less than optimal but not so broken as to undermine success, the anticipated pain of changing feels greater than the pain that might (or might not) arise if nothing changes. It’s a Catch-22. No one wants to throw out an approach that has worked for years. Inevitably, companies struggle to implement incremental content strategy changes because they might fail. As a result, they don’t take a chance on changes that could produce remarkable results. These days — despite AI innovation — I see content and marketing approaches stuck in a rut more than ever. Teams have to push hard for every single incremental improvement. I recently helped a client audit their marketing content development process and found the content team suffering. They’d implemented a new collaborative workflow system a few years ago, but siloed product groups still held all the marketing budget. So, the content team couldn’t control content requests. And, because the workflow system was implemented without first improving the underlying content development processes, the product groups still lacked insight into other teams’ requests. So, they often asked for new content pieces without realizing something similar existed. I suggested adding a collaborative content creation planning step to remove these inefficiencies. Unfortunately, the product team saw the efficiency promise as an incremental improvement to an otherwise working model. They resisted adding “yet another step” to their content process. Nothing changed. What happened? Well, nothing. Nobody got fired. No massive failures occurred. Content development just kept limping along with no increases in content quality or performance. But the ongoing stress and drudgery felt insidious. How long will content team members stay engaged before they start churning out pieces that fit the request but go no further? Most people do things based on what they think they know works today. But what if they’re wrong? What if you took the time to test something new, even if the change caused temporary discomfort? The only way to know if things could work better is to try something different. Sometimes, even suggesting changing content processes raises hackles. People eye these conversations suspiciously based on their experiences with frustrating brand value discussions that didn’t move the needle. Still, doing nothing new rarely leads to success. So when selling change feels so hard, what can you do? I share some ideas in this week’s [Rose-Colored Glasses](. Have you advocated for change (successfully or not)? [I’d love to hear your stories](. Robert Rose Chief Strategy Advisor Content Marketing Institute Robert Rose Chief Strategy Advisor Content Marketing Institute Would any of your colleagues or friends benefit from Robert's weekly updates? Please invite them to [subscribe]( here.  A WORD FROM ONE OF OUR SPONSORS Learn the Story Structure That Made Toy Story a Success at Sanity Connect Matthew Luhn, former Pixar storyteller, joins Sanity Connect to share tips on telling compelling stories with AI. [Join live for a chance to win his book, "The Best Story Wins" »](  MORE FROM CMI Lowest Rates for Content Marketing World End Tonight Don't miss the wave of opportunity! Secure your spot now and save up to $450 off your pass to Content Marketing World 2024 in sunny San Diego. Register today by 11:59 p.m. ET for the lowest rates, and dive into an experience overflowing with new ideas, inspiration, and connections to spark your future in content marketing. [Register now and save »](  Tuesday’s Livestream: Integrating AI in Content Ops You can’t avoid integrating AI into your content operations forever. But how do you know where to start? What processes do you need to change? How do you get everyone on board? Join CMI’s Amanda Subler and JK Kalinowski on Tuesday, April 30, at 1 p.m. ET for an all-new episode of Live With CMI. You’ll get advice from Cathy McKnight, Chief Problem Solver & Lead Analyst at The Content Advisory, on how to re-engineer your content operations around AI. 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