Democratizing Content Across the Enterprise: How Headless Can Break the Bottleneck
According to renowned marketing author Seth Godin, content marketing is “the only marketing left.”
Yet despite that fact—and the 16 percent compound annual growth rate that’s expected to grow the content marketing industry to a value of almost $413 billion by 2021—nearly half of all businesses are still subsisting with small and even one-person marketing teams.
Whether it’s lead-nurturing emails or customer-converting website pages, that’s a lot of content funneling through just a few key people.
And that’s all well and good until enough small, manual tasks—think updating button copy—add up to become their full-time jobs; creating a huge bottleneck that will slow and may even stop revenue-generating content marketing from being produced and published.
If these facts are hitting a little too close to home right now, you’re in the right place. Keep reading to learn how to recognize if you have or will soon have a content marketing bottleneck and four ways cutting-edge headless content management software (don’t worry, it’s less complicated and pricey than it sounds!) democratizes content across the enterprise to keep productivity and revenue flowing.
The Value of Democratizing Content to Break the Bottleneck
In business, bottlenecks are the result of legacy systems and/or poor processes that can’t keep up with modern workflows and demands.
When it comes to content marketing specifically, bottlenecks are often caused by a traditional, monolithic content management system (CMS) whose rigid structure introduces all kinds of limitations.
With a traditional CMS platform, changes that seem small—let’s go back to that button example—actually require several teams to come together.
After a marketing person generates a formal request to change the wording on the button, the development team must then go in to make the change on staging, push it to production (fingers crossed nothing breaks!), then finally pass it on to the quality assurance (QA) team. Each handoff creates a bottleneck that siphons productivity and salary dollars. In fact, this whole process is a bottleneck that makes really valuable content and other digital assets exceedingly difficult to scale and reuse.