How to improve content building a cross-functional team?

How are customer expectations of content changing?

Customers are increasingly interacting with brands across a variety of platforms and devices. They expect brands to be present on all the channels that they use at precisely the moment that they are using it. Even more significant for brands is that these customers also expect a consistent experience regardless of the way they are interacting with the brand. An estimated 60 percent of Millennials say that they believe a brand experience should feel the same regardless of whether they are in person, online, or on the phone.

The content marketing sphere is also becoming increasingly competitive. An estimated 88 percent of B2B marketers and 76 percent of B2C marketers say that they use content marketing in their promotional strategy. In this age of competition, brands need to make sure that the content they produce has the quality to stand out from the crowd and capture customer attention. One of the ways to do that is to have a cross-functional team working on content creation.

What is the purpose of a cross-functional team?

Content should ideally be produced as a part of a cross-functional team effort. This is vital for companies trying to mature in the digital marketing sphere. When brands are able to work together across the different specialties within the marketing department to create high-quality content, they are able to create a stronger voice for the brand and build better engagement with users.

How do you create a cross-functional team?

Creating an integrated content marketing team can be a challenge. Marketing groups tend to be very siloed, with each team member having a particular job that they are supposed to perform.

However, breaking down silos is integral to process maturity and will lead to strong marketing strategies and better performing content.

Follow these tips to build a cross-functional team culture:

  • Bring the leaders of the different specialties together and introduce them to the new initiative. Explain the benefits of stretching across borders to create highly-targeted content.
  • Create joint manuals and guidelines that will define terms and processes for everyone working on the content. These guidelines should also detail editorial notes, such as the voice, tone, and stylistic points that you would like to keep consistent across all content.
  • Offer opportunities for those in different departments to get together and work on projects or learn about each other’s specialties. Trainings, seminars, and joint projects can all help the different teams better understand each other, including process requirements, goals and priorities.

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