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Organizing for Content:
How Companies Conduct Content in Harmony
Sept 9, 2013
Rebecca Lieb
Industry Analyst | @lieblink @a...
Every brand is a publisher – there’s
a need to “feed the beast”
constantly, often in-real time
57%
Percentage of companies that named
Content Marketing as their top go-to-market
strategy in 2013
Source: Altimeter Grou...
“We’re not an editorial organization, but now
we need to create content. We’re turning to
our agency partners, but that’s ...
Content is created in silos –
resulting in duplication and
inconsistent messaging across the
organization
How Companies Organize for Content
Framework graphic placeholder
“We were not sharing, there was a
lot of duplication. You'd have four
teams building a very similar
video.”
Marketing Exec...
Increasing numbers of channels and
platforms demand new skills and
cross-functional coordination –
compounding the problem
Altimeter Group has identified the
following six enterprise models for
governing the orchestration of
content within organ...
Content Center of
Excellence
Who: A consortium of experts
from a variety of organizational
divisions
What: Provides leader...
Editorial Board or
Content Council
Who: Content creators and/or
marketing executives that meet
frequently
What: Align cont...
Content Lead
Who/What: Executive who
leads content initiatives
editorially and/or strategically,
without cross departmenta...
Executive Steering
Committee
Who: A cross-functional
strategic group comprised of
senior executive
What: Focused on gut
ch...
Cross-Functional
Content Chief
Who: Executive with cross
departmental authority and
buy-in from senior
management. Titles ...
Content
Department/Divisi
on
Who: In-house or agency
What: Delivers large scale
content creation that’s often
heavily tech...
“Organizing for
Content: Models to
Incorporate Content
Strategy and Content
Marketing in the
Enterprise”
Published April 2...
Rebecca Lieb
rebecca@altimetergroup.com
rebeccalieb.com/blog
Twitter: lieblink
Q&A
Download at
altimetergroup.com/research
The Enterprise Model: "Organizing for Content"
The Enterprise Model: "Organizing for Content"
The Enterprise Model: "Organizing for Content"
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The Enterprise Model: "Organizing for Content"

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Transcript of "The Enterprise Model: "Organizing for Content""

  1. 1. Organizing for Content: How Companies Conduct Content in Harmony Sept 9, 2013 Rebecca Lieb Industry Analyst | @lieblink @altimetergroup Photo Credit: Toronto Symphony Orchestra
  2. 2. Every brand is a publisher – there’s a need to “feed the beast” constantly, often in-real time
  3. 3. 57% Percentage of companies that named Content Marketing as their top go-to-market strategy in 2013 Source: Altimeter Group. Social Business Survey, Q4 2012; n=130
  4. 4. “We’re not an editorial organization, but now we need to create content. We’re turning to our agency partners, but that’s not sufficient. How do we feed the beast, get the engagement for members, and make sense for the brand?” Kelly Colbert Staff VP, Advertising and Social Media
  5. 5. Content is created in silos – resulting in duplication and inconsistent messaging across the organization
  6. 6. How Companies Organize for Content Framework graphic placeholder
  7. 7. “We were not sharing, there was a lot of duplication. You'd have four teams building a very similar video.” Marketing Executive Fortune 500 Company
  8. 8. Increasing numbers of channels and platforms demand new skills and cross-functional coordination – compounding the problem
  9. 9. Altimeter Group has identified the following six enterprise models for governing the orchestration of content within organizations, to ensure that content is created in harmony. 11
  10. 10. Content Center of Excellence Who: A consortium of experts from a variety of organizational divisions What: Provides leadership, evangelization, best practices, research, support, and/or training
  11. 11. Editorial Board or Content Council Who: Content creators and/or marketing executives that meet frequently What: Align content around an editorial calendar, plan workflow, coordinate initiatives, and share and repurpose assets Examples: Intel, SAS, Dell
  12. 12. Content Lead Who/What: Executive who leads content initiatives editorially and/or strategically, without cross departmental authority Examples: Dell, Intel
  13. 13. Executive Steering Committee Who: A cross-functional strategic group comprised of senior executive What: Focused on gut checking and approving content from the perspective of product/subject matter expertise as well as marketing/creative Examples: Dell
  14. 14. Cross-Functional Content Chief Who: Executive with cross departmental authority and buy-in from senior management. Titles include: Chief Content Officer, Head of Digital Strategy What: Set a global content strategy Examples: Marketo
  15. 15. Content Department/Divisi on Who: In-house or agency What: Delivers large scale content creation that’s often heavily technical, with high demands for mobile, video, and images Examples: Marketo, Ford, Nissan, Amex Open
  16. 16. “Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise” Published April 26, 2013 Based on 78 interviews with brands, content service providers, and experts Download at altimetergroup.com/research
  17. 17. Rebecca Lieb rebecca@altimetergroup.com rebeccalieb.com/blog Twitter: lieblink Q&A Download at altimetergroup.com/research
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