Organize Your Content Marketing Teams With Business Units

Content marketers everywhere struggle to create enough content to support marketing initiatives across all product lines around the globe. While business leaders need a way to ensure brand consistency across an organization, individual business units need a more tailored approach to managing their content initiatives. Often enterprise marketers at the local level are filtering through one editorial calendar and central content repository that is shared across many teams, making it nearly impossible to uncover the schedules and materials that are relevant to their own department or region. If given too much independence from the rest of the organization, however, lack of communication and collaboration could result in brand inconsistencies and internal inefficiencies.

Enterprise marketers are not just expected to create and distribute content consistent with overarching brand guidelines, but the content also has to be driving engagement with local audiences. To scale in a global environment, there needs to be a focus on developing content for specific personas, topics, and funnel stages relevant to each individual market. Topics that pertain to audiences in one region, may be entirely irrelevant in another. With no separation between business units, marketers struggle to develop the right type of content for their own audiences, clouded by the plans created for other regions and departments across the organization.

Oracle Content Marketing introduced the Business Units feature to improve marketing alignment. Marketing leaders can view one unified content calendar, content repository, and analytics dashboard across the entire organization. Corporate executives can drill down on content creation, distribution, and impact for individual business units in order to make necessary changes to drive success at the divisional level. Business leaders are able to stay aligned with marketing teams from each business unit and ensure brand consistency across the globe. By defining an overall content strategy, brand guidelines, and standards for content governance, the parent business unit is able to keep the necessary level of control while enabling individual regions and departments to create customized content for their local markets.

Marketers at the business unit level are able to view their own content calendar to better manage the production and distribution of content assets. With a content repository containing content for specific regions, departments, and product lines, marketers can more easily locate relevant assets for repackaging, saving both time and effort normally spent on recreating these existing materials. Content tools including content scoring through keywords, persona and funnel stage development, and topic modeling are designed specifically for the business unit’s target audience. This ensures that the content being developed is effective and targeted to their individual audiences. Analytics collected at the business unit level enable marketers to continue improving their content processes in order to drive customer engagement and conversion.

A sound content marketing strategy organized by business units starts with understanding the basics of content marketing. Download the Modern Marketing Essentials Guide to Content Marketing to get a handle on those basics.

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