Content has become so essential to executing their growth agenda that 93% of CMOs view themselves as publishers. Most marketing executives report they are heavily involved in controlling the quality, constancy, compliance, and relevance of marketing content in their company.
Join us for a 30-minute talk about the practical points of control that corporate marketing teams are establishing to help them manage, catalog, approve, and optimize a growing tide of content assets across silos, business units, and geographies.
During our discussion, Stephen Diorio, the director of the Brand Publishing Institute, and Grant Butler, the CEO of Editor Group, will share original best practices research and practical examples drawn from interviews with hundreds of leading marketers across the globe.
Our discussion will cover:
- Twelve levers enterprise marketers are using to govern quality, consistency, and compliance.
- A “federated” operating model for governing content quality, consistency, and compliance at scale.
- How Lenovo is using these systems to manage the cost, consistency, and effectiveness of thousands of content assets across 31 local markets.
- Examples of how leading brands are establishing content standards and guidelines for enforcing content and messaging standards during content planning and creation.
Brand Publishing Institute
Stephen Diorio is the founder of the Brand Publishing Institute and an established authority in brand publishing, go-to-market strategy, and sales enablement. Stephen is an expert on how technology can improve sales and marketing effectiveness — he authored Publish or Perish: CMO Roadmap for Managing, Systematizing and Optimizing the Marketing Content Supply Chain, and Beyond “e”: 12 Ways Technology is Transforming Sales and Marketing Strategy (McGraw-Hill).
Grant Butler is the founder and managing director of Editor Group, a leading corporate writing and content marketing firm with offices in Sydney, Singapore, and New York. He authored the book Think Write Grow (Wiley), which explains how experts can become thought leaders and grow their business through great writing and marketing. Grant and his team have helped over 100 global businesses, government, and not-for-profit clients with editorial services and strategic guidance on publishing and content creation.