FROM THE EDITOR
This scenario, written about in this week's featured article, happens all too often. A great piece of new content is almost ready, and then that asset will...
… sit in the legal department for four weeks.
… take another two weeks for the SME to review it.
… head to the CMO’s desk for a “final” glance over the course of another week.
… be sent to the VP of sales to see if the messaging resonates with the business development team (chalk that up to two more weeks).
… go back to the CMO for final, final approval (but your CMO is on vacation so add in another week).
… filter through your agency, whose team will need at least a week to “improve” it.
… spend a week being revised with five, six, seven rounds of mostly meaningless edits.
If any of this sounds familiar, then it's time to change your content approval process. Because the buyer's journey doesn't wait on your content.
Thanks for reading,
Chief Editor | Follow Your Buyer