“Alignment”: JMP’s it word of 2023. And for good reason. JMP is working through a lot of transition, changes, and challenges in almost every aspect of the business. So HOW are we actually finding alignment? Because as we hear so many times, the what doesn’t matter without the why. And the why doesn’t matter without the how.
While there’s still a lot of work ahead, we’ve made good progress.
The good new is we have been at this for a while. Between projects like our industry alignment, taxonomy, standardized messaging, aligned menu, identifying KPI’s and testing procedures, and most recently adopting new project management tools and instilling company-wide processes we’ve accomplished a lot already.
All this pre-work over the last few years, has set us up for success as we approach HOW we are going to be moving content on JMP.com to a new system (as Jon shared with all of us at JMP Reunion). With that looming task ahead, we wanted to take this time to take a few steps back to really define and document what our content strategy is here at JMP. Where we are? And, where we need to go? This is going to be instrumental in how we approach not only this move to the new system, but also how we continue to work better together in building that overall alignment.
The What:
Our Content Strategy and Process is how we build, syndicate, govern and improve messaging. It helps to clarify our value, positioning of our products, target markets, and how we differentiate ourselves in the marketplace - delivering the right content throughout the buyer’s journey.
The Why:
Drive alignment between groups, alignment between how we sell, what campaigns are being developed, and what is shared on jmp.com.
Drive alignment of messages and transparency between teams and the channels that they operate in.
Ensures users are easily able to find and engage with the highest value, broadest impact content that has been sourced and vetted.
Provides direction and clarity around priorities so we focus time and effort on content and programs that drive specific goals/objectives.
Clear understanding of roles and responsibilities and accountability of those roles and responsibilities across teams.
Ability to measure effectiveness of initiatives and how they relate to other work.
Over time, we will be able to better manage our content that will allow us to stay on top of what content works the best.
The How:
It starts by building a Taxonomy that classifies our products, capabilities, core markets, competitors, funnel stages and channels. A taxonomy also aligns efforts and resources around these classifications.
Builds clear positioning of our products for our target markets and how we differentiate ourselves in the marketplace.
Clarifies the purpose of different content, programs and channels with a Content and Channel Index that also:
Utilizes best practices around formats, length, location and level of content and CTA’s, etc., that drive the desired next step.
Utilizes approved, standardized design, templates and Web Navigation that supports those best practices, are optimized, and ensure a clear path to engagement.
Puts into place a quality system and processes that ensures regular review, update, retirement or addition of the aforementioned content.
Measures and reports on performance of content to know what works and what doesn’t.
What this means:
General goals and principles:
Direction and clarity rather than review committees. Process and transparency rather than control. All teams need to be empowered.
No ambiguity of ownership. Credit and accountability are synonymous.
Know how your content maps to others, allowing us to be more proactive in how we approach projects. Building off each others work.
What and how we train sales teams and the internal resources we provide align to how we are positioned on jmp.com and how messages are syndicated through the various sales and marketing channels.
Transparency into work - who does what, where it is at and when it will be ready. no more update meetings to check-in on status. You can see (and follow) progress.
For more information on our content strategy: Content Strategy and Process
Questions: Please reach out to Sara Doudt, Larry LaRusso, John Mosier or Aaron Kennedy.
