Trust the process (and build trust in it)

To fulfill your creative’s promise, lead others to put their trust in the process [View Message in Browser]( / [Add Us to Safe Sender List]( WEEKLY NEWS 8.18.23 WEEKLY NEWS 8.18.23  FEATURED [How Much Does a Content Marketer Make? Will AI Impact That in 2024?]( By Stephanie Stahl How much do content marketers earn on average? What impact do they think generative AI will have on their jobs? Get those answers and more in this overview of the newly released Career and Salary Outlook for 2024.  MORE OF THE WEEK'S BEST STORIES [Remote Work Isn't New, But It Brings a New Challenge for Marketers]( by Content Marketing Institute Team Remote work continues to grab headlines, but hybrid work is gaining more attention and acceptance. What does it all mean for marketing teams? [Overwhelmed by Marketing Analytics? This Advice Will Help Create a Workable Strategy]( by Ann Gynn Marketers can access a volume of metrics so big it confuses, frustrates, and overwhelms even the best practitioners. Here’s how to know what to count. [Revolutionize Content Creation by Overcoming These Antiquated Beliefs]( by Robert Rose You’re probably spending too much time on content distribution and outcomes and not enough on establishing a content creation process. Robert Rose explains how to strike a better balance. [ICYMI: How a Subscribed Audience Can Draw a Crowd for Your Next Content Product]( Robert Rose]( Threads owes its phenomenal success to the magic of an engaged, owned, and subscribed audience. Robert Rose explains why you should tap into that superpower to launch new content.  A NOTE FROM ROBERT ROSE Trust the process (and build trust in it) Last week, my friend and colleague Deane Barker made an interesting point during a webinar in which we both participated. Deane is with Optimizely and an incredibly thoughtful person on the topic of content management. He pointed out that businesses, especially marketing teams, spend an inordinate time thinking about what happens “to the right of the publish button.” Said another way, marketers spend too much time worrying about content performance, distribution, and outcomes and not nearly enough time on how they arrived at the publish button. Marketing increasingly makes content – and the methods used to create it – the biggest focus of the strategy. So, why do marketing teams spend so little time structuring a standardized process to ensure sufficient resources, time, and budget to fulfill the creative part of that content promise? I see this dilemma a lot in my client work because a few antiquated ideas still pervade businesses in 2023: - Content marketing is considered a separate and more tactical piece of “real marketing.” - Marketing measurement is regarded as “proof of life” to justify spending rather than as an insight into developing deeper relationships with audiences. - Businesses view content as an attribute of everybody’s job rather than a distinct, institutional discipline that requires dedicated resources and processes. It’s a fascinating time in marketing. Despite advancements in technology, productivity is down. Marketers spend more time creating fewer ideas because of the demands of digital asset formats, channels, and related technology tasks to distribute and measure them. Gartner’s [2023 CMO spend survey]( found 75% of marketers say this downturn in productivity puts them under pressure to cut martech spending (despite the onslaught of AI). Yet the same group of CMOs says the biggest new investment this year is (you guessed it) technology. The most significant decrease? Labor. Marketing teams are falling behind because they’re spending too much time trying to use technology to keep from falling behind. Instead of adding a more structured process or more resources to the challenge, the business simply says, “Isn’t there an app for that?” You trade more ideas from humans for more efficiency from machines. To get off this hamster wheel, you have to move the business beyond those antiquated beliefs. In [Rose-Colored Glasses]( this week, I discuss why the key to doing that is believing it’s possible. By leading your organization down a bridge to belief, you’ll find it easier to overcome the forces of resistance that prevent meaningful changes from sticking. I’d love to hear what you think of this idea. Send me [an email](mailto:Robert@contentadvisory.net?subject=Believe%20in%20the%20process). 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. MORE FROM CMI Livestream Playback: Data Insights Marketers Need What marketer doesn’t struggle with measurement? With understanding the data and using it to move the needle with their content and marketing? Take a look at this week’s Ask the #CMWorld Community livestream playback for answers to these questions and more. CMI host Amanda Subler sat down with Avinash Kaushik, chief strategy officer at Croud and 16-year Google veteran, to preview [his Content Marketing World keynote]( chat about the art and science of marketing, and explore how to use data and analytics to create successful content. [Watch the livestream »](  [New Webinar Event] Master of Marketing: Analytics & Data Science Want to hear more from Avinash Kaushik and dive deeper into data? Join us on Wednesday, August 30, for a special webinar event focused on marketing analytics and data science. You’ll learn how to tackle marketing inefficiencies, apply analytics in storytelling, prepare for the future of AI, and more. [Register now »]( To change your email preferences or unsubscribe, visit our [subscription center.]( Copyright © 2023 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]