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For most of his 15-plus years in marketing, Vishal has been his organizations only resource for marketing, communications, and media relations. In that situation, you've got to be creative, he says. The kind of system he's talking about is the process that supports what your marketing and sales teams want to accomplish.

Eighty-eight percent of top performers value creativity and craft in content creation and production, compared with 74% of all respondents. In addition, 70% of top performers rate project management flow of their content-creation projects as excellent or very good versus only 36% of all respondents. As you can see, most respondents value creativity and craft. Where successful content marketers seem to have an edge is that they have good processes.

Follow these eight ways to build flexibility and performance into your content marketing program

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