In any given company, there are usually lots of teams that create content — from marketing and communications to sales, product management, and senior company leaders. But when those teams don’t work together, inconsistencies can occur in the content’s style, tone of voice, and overall message. And when that happens, damage can be done to the organization’s brand.
So what’s the solution? Should marketing own all of your company’s content to prevent this from happening? Or is there a way for disparate areas of your business to work together and get it right?
Too many cooks can spoil the broth
It’s not always feasible for the marketing department to produce every piece of content. It might also be impractical for marketing to edit and review everything. The problem is that when you have lots of different people creating content, it can lead to inconsistent messaging, brand violations, and a confusing customer experience.
That’s a big issue. Low-quality or inconsistent content can adversely impact your business in many ways. Spelling mistakes can lead to product recalls. Poorly written website copy can put off customers. And advertising campaigns that aren’t aligned with your brand’s ethos and tone can easily lead to PR disasters. Unfortunately, these situations come up all of the time. Here’s a great blog from HubSpot that shares some recent notable examples.
Solutions to the problem
Effectively managing a range of content creators without overloading the marketing department is a hard act to pull off. However, technology exists that can help to standardize, improve, and create better content. This is especially useful when some of your contributors aren’t necessarily trained writers or content creators, but rather specialists in their own fields.
An Artificial Intelligence (AI) platform like Acrolinx can actually “read” your content and guide your writers to make it better. Built on an advanced linguistic analytics engine, it provides scores for categories like terminology, style, clarity, and word usage based on your own guidelines. It can also evaluate your content’s tone of voice, so everything your company produces is on brand.
There are other benefits to using AI to help manage your company’s content creation. For example, you can use it to identify individuals who might benefit from additional training, and to find and correct content that isn’t up to scratch before it goes out. Plus, there’s less need for oversight and, as a result, you avoid multiple rounds of editing.
Keep marketing in the loop
While marketing doesn’t necessarily need to “own” all your company’s content, it’s typically in charge of the brand. And, since we’ve seen countless examples of how things can go south when someone misinterprets your brand voice or lets errors go, it often makes sense to keep marketing in the loop.
However you currently divide content creation in your organization, keeping your content on-brand and of the highest quality should always be your top objectives. Protecting or corralling content within marketing is often impractical, so finding ways to improve the quality of what different teams create — with some amount of marketing oversight — is a smart solution. If you can automate that process with an AI platform, all the better.
Striking a balance
While you want each of your business areas to have autonomy to create content, having marketing oversee the process makes a lot of sense. Rather than thinking of marketing as the owner of content, think about it as a brand and quality guardian instead. Doing so will allow you to allocate your organization’s resources more efficiently. It will also ensure that each piece of content that goes out the door is of the highest quality no matter who wrote it.