Six ways to develop a powerful content engine

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Some companies were not agile enough to adapt and are still trying to figure out how to deliver a compelling message. But others have burnished their reputations over the course of the crisis, partly thanks to their ability to produce genuinely valuable insights at pace. Look, for example, at how Accenture has radically transformed its approach to insight generation.

Interestingly, the brands that shifted the most during the crisis are also the ones who think these changes will last. They argue that the crisis has been the catalyst to address more fundamental shifts in customer demand. As a result, they have built a thought leadership content engine that can quickly yet consistently produce powerful and timely ideas in a complex and fast-changing environment.

Six ways to develop a powerful content engine
Throughout the crisis we’ve been talking to prominent B2B marketers and thought leadership practitioners about how they have changed their approaches. This is what they told us:

Build an agile team
The crisis has forced companies to list of venezuela cell phone numbers introduce elements of agile methodology into their content models. Content has been produced in shorter, faster sprints, with bigger themes explored iteratively over time. Subject matter experts have made themselves available ‘on tap’ to support fast-track thought leadership projects like never before.

It has worked so well that many businesses are now determined to retain a more agile model as part of their longer-term thought leadership strategy and content engine.

Create a prediction framework
Thought-leading companies do more than react to events at speed – they can also anticipate where the next pressing issue will emerge. Their thought leadership teams include individuals who are responsible for tracking emerging business trends and formulating the company’s thinking on those issues. At the beginning of the crisis, forward-thinking brands were able to predict areas where their clients would need insight and support. This foresight has enabled them to map their messaging and ideas against different phases of the recovery.