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  2. On brand content creation

On brand content creation

Marcelo Andrade Perino
3 replies
As a marketer, what is your biggest pain point around content creation? Do you find that teams within the company are producing content that is not on-brand and/or on-message? How do you deal with this internally - what tools / processes / etc do you use to keep the branding and messaging unified?

Replies

Zaid Al Kazemi
From my experience, off-brand content happens for a couple of reasons, here are two good ones: 1. The founder is off-brand meaning they are not 100% obsessed with the product and the company. They might see their business as a cash cow or a hobby among other hobbies. 2. The employees are not fully bought into the brand and the founder. This can happen for many reasons and its usually poor internal communication systems.
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Evan James
Dreamwriter
Dreamwriter
Sales enablement is key. I've frequently seen it where either the messaging only lives at the executive level (worst scenario) or it only lives in the marketing team (also not good, especially if the exec team doesn't speak the same language). Really need someone, ideally product marketing, to showcase how the content is created and empower other teams to also create content for their role.
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