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Want to be a great content marketer? Think like a manufacturer.

By Kate Lee | 07/01/2014 | 12:25 AM

Gartner’s Jake Sorofman wrote a great piece about building a content supply chain.  His advice for understanding what it takes to use content as a tool to grow your business: think like a manufacturer.

Why?  Sorofman connects the dots:

Manufacturing is actually an instructive example for what it takes to scale and sustain a content marketing program. Why? Because content marketing requires a replenishing pipeline of engaging content—a content supply chain—that helps feed the beast every day.

The following table further illustrates the parallel between manufacturing and content marketing.

   Content and manufacturing

Adapted from: Sorofman’s article on building a content supply chain.

How can you successfully feed the beast?

Strategy.  As in manufacturing, strategy is essential when it comes to content.  Without a strategy in place your content efforts will fall flat and will not help you grow your business.  Here are 12 steps to a content strategy that will drive profitable customer action and help you grow your business.



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The opinions expressed herein are those solely of the participants, and do not necessarily represent the views of Agile Business Media, LLC., its properties or its employees.

About Elizabeth Hines

Elizabeth Hines

Elizabeth is a content strategist with 12+ years of experience in content development, branding, marketing, and communications. As the creative/editorial director at Fronetics, she oversees all efforts related to content and creative assets, including strategy design and brand development.

She has written extensively about supply chain and logistics, and has developed content strategies across a number of verticals, including the B2B space. Prior to joining Fronetics, Elizabeth worked at Boston University, Prospectiv, and Cengage Learning.


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