Perception You think you offer your audiences personalized experiences because you’ve segmented by job titles, industries, geography, and or funnel stage. It feels structured and thorough. But it’s
Perception You think you need more content. There are gaps. Requests for “new” content keep streaming in. It feels like you don’t have enough to work with. Reality You
Stop saying yes to all content requests, and start prioritizing content efforts on content that matters and has an impact.
Perception You say the concept of a sales and marketing funnel is outdated. Buyers aren’t linear, journeys are messy, and everything is too chaotic and changes to fast to
Perception You think your CMS is inadequate; it doesn’t offer the features and functionality needed to deliver the content experiences your teams are creating. Teams complain about the interface
Perception There’s a process gap; you buy new tech to fix it. Your teams are overloaded with work; you buy a new workflow management tool to “help” alleviate the
Don’t report on how much you content you created, show insights on business impact and what changed because you wrote.
Perception Stakeholders LOVE content. They’re full of ideas (and demands). They’re passionate. They care about the brand. Reality They have no clue what it takes to produce great
Perception You think you have a “robust” content library. It’s FULL of “assets”. Pridefully, you boast about the volume of files your team has amassed over the years. Reality
Perception You think reusing content is lazy or uninspired. You want each piece to feel “fresh”, “new”, and “original”. Reality Starting from scratch and reinventing the proverbial wheel for every
Perception You think writers “should just know” the strategy. Or that they can “figure it out” as they go because, you know, they are smart and creative. Reality That assumption
Perception Everything looks fine on paper. Your org charts are up to date. Everyone has a title, job description, and knows where they fit in the grander scheme of things.
