As a Chief Marketing Officer (CMO), it is your responsibility to ensure that your campaigns are engaging and compelling for customers. To do this, you must build your content strategy around a purpose or mission, not just your product or brand. Publishers think about long-term missions that they must fulfill by creating content based on the value they can bring to their customers. They don't just focus on providing information that has to do with your brand or product.
It is important to determine where the main improvements should be made within the company, such as strategies, results, equipment, tools, and suppliers. Even the basics of welcome series, emails, cart abandonment campaigns and navigation, and sales and promotion strategies can be dramatically improved. Hiring a fractional CMO to map out your marketing strategy (GTM) is a great way to start. They can help you define and communicate your value proposition; identify target customers; determine the channels, content and tactics you'll use for marketing and sales; and measure the results. A fractional CMO can also implement their GTM strategy from start to finish with a practical plan that all teams can follow. It is also important to pay close attention to current customers with a high Lifetime Value (LTV) who are at risk of losing contact with your brand.
Fractional CMOs not only provide leadership in marketing strategies and operations, but they can also provide creativity and ingenuity. This editorial mentality represents a cultural shift, from short-term content creation objectives to the long-term development, curation, and distribution of engaging content.Content marketing has become the preferred option for many marketers when it comes to engaging their audience and growing their business. It costs 62% less than traditional marketing and generates three times more leads. Product spaces and marketing environments are full of companies competing to capture just a few seconds of consumer attention, and this competition has led to increasingly creative solutions on the part of CMOs. It's more important than ever for CMOs to focus on the brand and ensure that the purpose, promise and values of their company are simple, clear and fresh.
If CMOs ensure the quality and consistency of brand content, as any publisher would, they can gradually help position your brand as an expert in the industry. When marketers create their content marketing strategy, they have to “really think about every touchpoint they have to interact with a customer”. They have a team of publishers and content creators dedicated to publishing a continuous stream of engaging content. Like a thought-leading publisher, CMOs must anticipate and set trends, harnessing the ideas of their audience and the experience of their company to create engaging and value-adding content. If CMOs really want to start thinking in a customer-centric way and create strong relationships with their consumers using this mentality, then they have to let go of this campaign mentality. In the end, that's what CMOs should work on: managing all marketing functions to attract and retain customers.
