iMPACT Has Created A Big Problem For Us. Is anyone else feeling the pain?
Let me explain.
We started our relationship with Marcus over 3 1/2 years ago and have continued strengthening our content strategy with the rest of the iMPACT team the last few years. We have been so successful at what we've been taught. When I say successful, I mean we are seeing the results that all of you have been seeing if you've implemented what you've been taught. Yes, we have seen our traffic explode with our content ranking, more qualified leads coming in, building a better relationship with our sales team by developing content that they need, want and can use. That's all great.
The downside of all of this is that we have created a much bigger problem. When starting with a small team (content writer, videographer, HubSpot specialist/web designer), I never planned for what's happening now. Our organization is now starting to get it. We have every customer-facing department (sales, service, customer support, and finance), all requesting written or video content to solve a host of problems with a common goal of improving the overall customer experience.
Now some of you may say this is a great problem to have. Yes, I can see that, but as an executive, I see my team sinking into content "quicksand" where their content request lists are getting longer than what they can, organize, strategize, and produce. I need to do something about it or it's going to create a morale problem or I am going to burn them out. I can already see it's affecting my team's effectiveness, output, and work product.
Do you see it now? For me to solve this issue it's costs, resources, prioritization, and a management issue. One of the biggest challenges we all face with becoming a content-led organization, is managing the perception of our organization of what we've become and pony up the resources to continue this vision.
I have a number of ideas on how to solve this problem. Some of them include:
1) Start by doing a better job of measuring and communicating our ROI.
2) Providing content as a service to our thousands of customers. By taking a few of them on at a time, I can internally grow our content teams and grow this through sales and revenue.
3) Take a realistic approach to this and manage with what we have by lowering our and our customer's expectations (not a really good solution).
No matter what this is going to fuel some interesting discussions at the executive team level that we're becoming a media and content company and we are going to have to dedicate more resources and a budget, or not.
I am interested to hear what others think that have already gone through this and others that have not.
More from this community
We annually review our data in our CRM to see if the data is accurate, dedupe, merge records, and look for bad behavior from our integrations and our staff that touch it. Does anyone have any best practices to share on cleaning up your data so that it can be used by your marketing automation tools?
Hi Martin, we've had mixed results trying to outsource projects to other partners. It's tough to certify the quality of anyone else's work. You could post something in this group that outlines what you're looking for (what kinds of projects, target budget, how much volume, etc) and I'm sure you'd get some interested parties to reach out to: https://www.facebook.com/groups/732402100281543
Hey Dale Pease ! I'd agree here - it sounds like HubSpot would be a great fit for capturing new leads and guiding/educating (and of course tracking) them through the sales process, then connect HubSpot to your current CRM for all of the operational stuff.
I know this wasn't a "typical summer" but I'm curious to see how many leaders we have in here that took some time off this summer. Now that September has just started, I want to know who is geared up to take their business to that next level!Is that you? If it is, I'd love to hear why....it's time to brag, so go all out in the comments!
Friends, feeling bogged down with HR issues as of late. We are a team of 9 so we can't afford to hire a full-time HR person on staff. Does anyone have or know of places that offer contract or fee based work? Or have job sharing so they can work with multiple clients? THANKS!
We have been in business for over 25 years, and have 50 franchises across the country. The problem, frankly, is out of those 50 franchises, only a handful are operating where they should be. We are working on that (using a lot of what I am learning here.) But, we are starting to think about selling more franchises again (we pretty much stopped selling locations 10-15 years ago.) But, one of the big things we want to do is learn how to find better buyers. In the past it was pretty much, if they write us a check, then we'll sell to them.Our franchises are a great business to own, with a fairly low cost of entry, low overhead, and significant revenue possibilities, but most of our owners just aren't really that motivated to grow. What strategies do you all have to find the right buyers? The types of folks who really want to (and will) work hard to grow their business. Does anyone know of someone doing seminars/training on how to find buyers? To teach us better ways to get the right people excited about joining the team.Any thoughts would be appreciated. Thanks.