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Everyone is in Marketing

In the modern business landscape, marketing departments are not just promoting products; they're conducting the symphony of a company’s diverse talents and capabilities. This metamorphosis from traditional marketing roles to strategic conductors is pivotal in today’s content-centric world. The latent resource in this transformation? Subject Matter Experts (SMEs). When effectively engaged, these experts don’t just contribute to the marketing effort; they become its core drivers.


The Symphony of Marketing

Imagine a company as a symphony orchestra. Every department, from R&D to sales, plays a different instrument. The marketing department, in this analogy, is the conductor, ensuring each section contributes to a harmonious performance. But there’s a twist in this symphony – the latent talents of SMEs. These individuals are akin to virtuoso musicians, often hidden within the orchestra, whose solo performances can captivate the audience.

Empowering these internal experts to create and share content aligns with the trend seen in other domains – sports teams, politicians, musicians, TV franchises, and streaming shows. These fields have long recognized the value of individual talents in creating a compelling narrative that resonates with their audiences.


The Marketing Maestro

The role of the marketer has evolved into that of a maestro, orchestrating a diverse range of content that showcases the depth and breadth of the company’s expertise. This approach marks a significant departure from traditional marketing strategies that rely heavily on advertising budgets.

In a world where marketers empower SMEs to be creators, the dynamics of advertising shift. Owned and earned media begin to prevail, reducing the reliance on paid media. This transition is not just economically beneficial; it also enhances authenticity, a critical component in today’s market.


Real-Life Crescendos

Consider the case of MarketScale, a platform that empowers B2B community-generated content. By enabling experts to record, collaborate, and share their knowledge, MarketScale has transformed traditional B2B marketing. This approach echoes the idea of leveraging internal experts, not just as contributors but as primary content creators.

Similarly, Salesforce’s approach to content marketing emphasizes the role of SMEs in driving customer engagement. By encouraging its experts to write articles, participate in webinars, and speak at events, Salesforce has created a robust library of owned content that resonates with its audience.

These examples underscore a broader trend where companies are recognizing the value of leveraging internal expertise in their marketing strategies.


The Lean Marketing Orchestra

In this new marketing paradigm, advertising budgets become leaner. The focus shifts from buying attention through paid media to earning it through compelling, expert-driven content. This content is not only more authentic but often more effective in engaging the target audience.


The success of platforms like YouTube and LinkedIn as content-sharing spaces further reinforces this trend. Individual professionals and SMEs regularly share their insights and experiences, drawing substantial followings and engagement, often surpassing traditional corporate marketing efforts in effectiveness.


Conducting the Change

To harness the full potential of this shift, marketers need to adopt a new set of strategies:

  1. Identify and Empower Experts: Discover the hidden talents within your organization. Encourage and facilitate SMEs to share their knowledge and insights.

  2. Facilitate Content Creation: Provide the tools and platforms necessary for SMEs to create and share content easily. This could be through in-house software like MarketScale Studio or other content creation platforms.

  3. Cultivate a Content-Friendly Culture: Develop an organizational culture that values and rewards content creation and sharing. Recognize and celebrate the contributions of SMEs in your marketing efforts.

  4. Strategically Distribute Content: Utilize various channels, including social media, blogs, podcasts, and webinars, to distribute the content created by SMEs. Tailor the content format to the channel and audience.

  5. Monitor and Refine: Continuously monitor the performance of SME-driven content. Use insights to refine your strategy and provide feedback to contributors.

  6. Integrate with Overall Marketing Strategy: Ensure that the content created by SMEs aligns with your overall marketing strategy and brand message. It should complement, not contradict, your broader marketing goals.

The Crescendo of Change

In conclusion, the role of the marketing department has transcended beyond traditional boundaries. In empowering SMEs to be creators and share content, they not only drive the company's marketing efforts but essentially run the company’s narrative in the marketplace. This approach, which aligns more closely with the dynamics of sports teams, politicians, and TV franchises, signals a fundamental shift in how companies approach marketing. In this new era, the winning marketers are those who recognize and harness the power of their internal experts, turning them into the primary storytellers for their brand.

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