Many of today’s successful technology companies like Google, Facebook, Netflix and Amazon are focused on building collaborative environments. Why? Because of greater productivity and creativity.
I’ve read somewhere that one of the biggest trends this year and the next in content marketing is more active engagement outside the silo. In an industry that is quickly evolving, this is essential for a culture of continuous improvement.
Far too many marketing agencies still maintain school playground dynamics; the content producers are huddled in one corner, the PPC’ers in the other, and the Display team somewhere in the middle. This tribalism can easily result into either a popularity contest about which department is the “cool kids table” or into a sort of communal disinterest in what others are up to.
This is perhaps unavoidable in large corporates but luckily at TMI, we’ve learned that giving support, input, sharing resources, and approaching others for information has enabled different departments to be creative and solve problems together.
To quote Rick Bosch, Head of Earned at TMI: “At TMI we have a knowledge sharing culture, meaning we work together, closely. This covers more than just a single department or discipline. Besides working closely across numerous departments, we also work closely with our clients. From hotdesking in their offices, to upskilling internal marketing teams in the latest digital trends and techniques, we don’t keep our knowledge to ourselves, we share it.”
The bar for quality continues to rise as the technology used to create and publish campaigns and content improve. Content marketing, for example, becoming more automated, customised and multichannel. This means that where content producers used to think creatively to produce online material, they might also need an analytical input of the Search and Display specialists to offer value to the target audience.
Here’s a very likely scenario: a new client hires us to execute and manage a PPC campaign for their launch. After two years of a successful PPC partnership, the client upgrades to content as well. The content team is ready to woo the client with their creativity, and whilst it’s all good to have them let their imaginations run wild, how can they make sure their content addresses the problems, questions and desires of the brand’s target audience?
The Search and Display specialists have already pinpointed the client’s marketing and advertising needs, which means they have the data to identify content opportunities.
Each marketing department in the agency has different ways of attracting, engage and convert the client’s customers – and will be able to offer varying insights into the requirements and expectations in terms of the content that will communicate value to the audience.
The point is, every client success story isn’t credited only to a few rock stars in the agency or a single, best performing team, but on the objectives that align different departments to work together. When we extend involvement on a campaign to more people, we enable clients to tap into a deeper pool of ideas, knowledge and skills.
Almost like assembling our very own Avengers team of superheroes.