Content marketing is hot, but it is not solely created by, inspired by, or used by marketing. Rather, content needs exist throughout multiple facets of an organization – think sales, customer services, thought leadership, recruiting, etc. The result: more and more organizations are focused on creating what Altimeter calls a “Culture of Content” (CoC) to nurture a content circulatory system that supports content creation throughout the entire organization.
This can be incredibly daunting for organizations that aren’t used to letting employees “speak” internally, let alone externally. But companies like Nestlé have executed significant and massive deployment of internal social networks to evangelize, share assets, and motivate employees to share content, not just internally but increasingly externally as well.
Rebecca and Jessica found that there was no consistent framework used by organizations to bring individual employees into a content culture. But they did uncover some best practices when empower employees, namely:
It can be hard to create this culture of content — especially if your organization is “old school” in its approach to content today. The report lays out seven success criteria that organizations need to have in place to successful create this culture of content.
How many of you work in organizations that recognize the need to create a culture of content? If you do, what is your company doing to make sure that this culture is nurtured and cared for, especially when it comes to empowering employees to create content? Please share your best practices!
Content marketing is hot, but it is not solely created by, inspired by, or used by marketing.
A key factor to creating and delivering a great customer experience is the ability of a company’s workforce to modernize, use new technology platforms to connect with each other and customers, and most importantly, adopt a new mindset of openness and transparency.
As we launch into 2014, the analysts at Altimeter each pulled together a compilation of trends and issues they are watching closely this year.
I am thrilled to announce the promotion of Andrew Jones to Analyst at Altimeter.
Jeremiah Owyang will be leaving Altimeter Group at the end of September to start a new company focused primarily on his passion for the Collaborative Economy.
As the founder of a small business, I know that the hiring and departure of each and every person makes a huge impact of the firm — and that this is an evitable part of the business.
Five years ago, I started a company. At the time, it was simply just me deciding I wanted to do something different. I learned it was by far the hardest professional decision I have ever made, to strike out on my own.
In 2011, the US hit a milestone — more than half of all adults visit social networking sites at least once a month. But when it comes to using social-networking technologies inside organizations, many business leaders are at a loss to understand what value can be created from Facebook-like status updates within the enterprise.