Content at scale is something many business leaders anticipate, but few know how to implement with any measure of quality.
As companies come to appreciate the role of content as an essential business function, there come a number of opportunities to lead the way towards developing a culture of content. Companies that evangelize and institutionalize the importance of content find success beyond marketing into multiple business areas from customer service to talent acquisition.
This is essentially the research supported point of view that Rebecca Lieb and Jessica Groopman of Altimeter Group have provided in a new best practices report: The Culture of Content.
Content beyond marketing is what will drive success across business functions in the coming year and beyond – from marketing and sales, to employee advocacy, customer service, audience engagement, to thought leadership and hiring, content touches all aspects of a business and all areas of a business can contribute to the content function.
Channel, platform and device proliferation, as well as always-on social media initiatives such as social selling, thought leadership, real-time marketing, and customer service, and recruitment, demand that brands continually create, refine, repurpose and reformat their original content. It’s no wonder that the need for a Culture of Content has emerged. Demand for content is more than ever and content can be discovered, consumed and acted on just about anywhere. On top of that, media and channels continue to proliferate along with the convergence of paid and owned media.
But what does a culture of content look like in an organization? What kind of mechanics make a well oiled content machine?
Content Marketing Best Practices Report: Creating a Culture of Content
