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Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise

by Analyst, Digital Advertising & Media at Altimeter Group on Apr 25, 2013

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Despite an overwhelming trend toward content marketing and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations have not yet addressed content ...

Despite an overwhelming trend toward content marketing and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations have not yet addressed content on either a strategic or tactical level. This report explores scalable organizational models for addressing content needs across the enterprise and makes recommendations for a holistic program.

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  • lieblink Rebecca Lieb, Analyst, Digital Advertising & Media at Altimeter Group @jonosmith Good observations, Jono, but content bleeds into so many categories now that much of it falls outside the perview of the comms (or marcomm) department. The web team handles, adn sometimes generates, content. So does social media, community, customer care and other divisions (take a look at the content responsibility chart in the report, based on a real company), not to mention outside partners, such as agencies. While comms touches a lot of content, nowadays they rarely touch it all. The whole idea of 'organizing' is getting these many constituencies on the same page. In my experience, social media often takes the lead on this, with comms running a close second. 10 months ago
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  • jonosmith Jono Smith, Marketing Strategist at Event 360 @lieblink Really enjoyed reading this, thank you. One question: the term marketing communications has been widely used for decades to describe all elements of communication that occur in a marketing context. While the idea of brands evolving into media companies is relatively new, Isn't content marketing and content strategy synonymous with marcom and marcom strategy? 10 months ago
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  • lieblink Rebecca Lieb, Analyst, Digital Advertising & Media at Altimeter Group I'll be presenting the findings of this report in a webinar on May 29, 2013. Please join me! Register here: https://cc.readytalk.com/cc/s/registrations/new?cid=u2y2ft2e9dew 10 months ago
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  • mattdecaussin Matt de Caussin @MattdeCaussin, Account Executive at Kapost I've already sent this report out to my whole team. Excellent resource for B2B marketers. 11 months ago
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Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise Document Transcript