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

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

Author: Rebecca Lieb, with Chris Silva and Christine Tran

Publication Date: April 25, 2013

Webinar: “Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise,” with Rebecca Lieb, May 29, 2013

Overview

Brands have evolved into media companies. As content marketing steadily encroaches on the budgets and resources allocated to paid advertising (a trend that has accelerated for years), brands suddenly find themselves in the media business in a very real way. The average organization is responsible for continual and increasing content demands of 178 social media properties, to say nothing of a myriad of other owned media properties, from websites and blogs to live events.

Brands find themselves ill-equipped and scrambling to create content that meets both company and user needs. This is no mean feat, particularly with content channel responsibility, ownership, and creation dispersed across the enterprise.

Based on interviews 78 corporate practitioners, content service providers, and domain experts, this report explores scalable organizational models for addressing content needs across the enterprise and makes recommendations for a holistic program.