How to create a marketing knowledge base in your company

Key takeaways:

  • Companies often struggle to maintain a centralized knowledge base.
  • Marketing knowledge bases face added complexity due to abundant data.
  • Customer Journey Mapping (CJM) serves as a solution to these challenges.
  • CJM provides a clean, centralized, and easy-to-maintain structure for marketing knowledge.
  • It offers a comprehensive repository of marketing insights and data, aiding in efficient onboarding for new team members.

Recording, keeping track of and preserving company knowledge is one of those goals that every company has, but rarely gets to the execution. Maybe there has been an attempt or two to finally make it, but there are 3 main hurdles that usually render these attempts short-lived and unsuccessful.

This goes for both company-wide and department-specific knowledge bases. In the marketing industry, the challenge is even more difficult: a significant part of marketing knowledge is data, and systematically integrating them into a document that’s hard to build even without it is beyond the possibilities and willpower of most. 

This fact makes the 3 main hurdles we mentioned above – keeping the knowledge base clean, in one place, and easy to maintain – almost unconquerable. If not in general, then definitely at least in the marketing industry.

A traditional knowledge base just won’t cut it here. The structure it usually has is nowhere near being enough for what is required. But there’s a way to create a marketing knowledge base immune to all the problems – you can create it by making a customer journey map. Yes, we know – when it comes to hurdles, the track records of customer journey maps is similar to knowledge bases. But we at Out of Dark have fed it some steroids (is it even allowed?) and created a tool for customer journey mapping that can perfectly serve as a marketing knowledge base. If you don’t know what exactly a CJM is, read this first.

By documenting your customer’s journey (entering all marketing activities into it) you create a skeleton that includes everything marketing-related you do. Then, our nifty features allow you to document it all in a way that is not only valuable in the present, but can provide you a flawless picture of what you were doing in the past along with the results.

We’ll explain it closer by addressing the 3 hurdles: keeping it clean, in one place, and easy to maintain.

Keeping it clean

By creating activities one-by-one and using our drag-and-drop feature to place and move them on the customer journey map, you can modify everything without worrying about destroying the design or forgetting to reference the changes in all the right places – everybody who had the honor to use traditional CJMs would tell you what a pain this is.

Our design makes it easy to navigate complex CJMs with tens of activities – or even hundreds if you feel like it.

First hurdle removed: You can feel free to expand and work with the CJM without a need for a manual, designer, or a worry about messing it up. No matter how big your marketing operations are, their display will be clean.

Keeping it in one place

There’s so much different information attached to every little marketing thing that you would need to go case-by-case to put them together in a systematic way and in the right context. The CJM model allowed us to organize everything under a single unit: a marketing activity. You can add multiple different attributes and data points to each, so it’s structured, within context, and in one place (CJM).

Then there is data: how to keep THOSE in one place with marketing activities? By seamlessly importing them from all popular analytics, e-commerce and performance tools marketers use.

Second hurdle removed: In the CJM, you will be able to find complete information about each marketing activity. This information can be anything you want – text, images, data, personas, deadlines, people responsible, etc.

Keeping it easy to maintain

Whenever you expand or change your marketing strategy, recording it in the CJM is kid’s stuff. A couple clicks and you’re done. There is no employee skilled enough to mess it up (if you stumble upon one by any chance, please send him over to help us test the next version). You don’t have to update the data manually because they will be flying in automatically. Everything is taken care of.

Third hurdle removed: You can be confident that no matter how complex your CJM becomes or how often or much you have to change it (or how many people have to be involved in doing so), maintaining it will be nothing but smooth.

And there you go

There’s not much to add: when you complete your CJM, there you go – you have your knowledge base. All your marketing know-how is there – easy to understand, structured, with both up-to-date and historical data. 

You can test it on your new team member – show him the CJM and watch him get up to speed in real time.

Do you want to create an interactive and easy-to-use customer journey map with powerful touchpoints, personas, automatic KPI import & monitoring, and much more?

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