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. Every brand is a publisher – there’s
a need to “feed the beast”
constantly, often in-real time

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. “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. Content is created in silos –
resulting in duplication and
inconsistent messaging across the
organization

6. How Companies Organize for Content
Framework graphic placeholder

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. Increasing numbers of channels and
platforms demand new skills and
cross-functional coordination –
compounding the problem

11. 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

13. 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

14. 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

15. Content Lead
Who/What: Executive who
leads content initiatives
editorially and/or strategically,
without cross departmental
authority
Examples: Dell, Intel

16. 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

17. 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

18. 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

19. “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

20. Rebecca Lieb
rebecca@altimetergroup.com
rebeccalieb.com/blog
Twitter: lieblink
Q&A
Download at
altimetergroup.com/research