Marketing departments are like a middle school dance. The content writers huddle next to the punch bowl, the SEO team tries to liven up the dance floor, the directors live out their DJ fantasies, and anytime different divisions try to come together, there’s a lot of sweaty palms and stepping on feet.
If the dynamic in your marketing department has you flashing back to your own awkward adolescence, you’ve probably got a silo problem. Lots of companies staff up with smart, dynamic marketers, then prevent them from ever collaborating effectively. No one does this intentionally, of course, but by emphasizing technical know-how over coordinated campaigns, you end up with a highly segregated department where no one works particularly well together.
Maybe you have an SEO rockstar on your hands, but he’s focused on a very narrow set of assignments. Sure, he may improve your search rankings,