There is an interesting fight happening in marketing departments around the globe: Where does content marketing belong?
Does it belong to the PR pros because they are natural storytellers and are trained to craft a great story? Does it belong to advertisers because, without distribution, your content goes nowhere? Does it belong to marketers because it helps generate leads? Does it belong to a new role—the content marketer—so it can apply a very specific skill set?
The problem with this kind of thinking, of course, is it creates silos. Silos, by their very nature, are harmful to an organization and weigh it down when it really needs to be flexible to the constant change of technology. Silos also create fiefdoms that prevent colleagues from talking to one another. A concept discussed in great detail in Marketing in the Round, digital communications must exist to break those silos down and let content marketing belong to the entire organization.
