How to Create Content Like a Publisher - Example

Creating content like a publisher means creating content for multiple purposes -- marketing, sales and training -- as part of a continuous content publishing process.

For example, as a Marketo partner and customer, we recently applied Marketo’s new event management functionality to how we manage webinar programs. We required content for multiple purposes -- and through a program-managed content creation process we were able to capture subject matter expert insights, edit into scripts, map to visuals (which were re-used across multiple programs), produce modular video assets and tailor as finished programs.

The end result was:

Creating for multiple purposes is a more effective and efficient process than re-purposing content. While re-purposing has a place, if you create it right the first time, then you get a better end result – the volume of content required across the entire organization, with source and finished assets managed in a consistent way, and at less overall cost.