For the last few years, content marketers have really hunkered down and tried to perfect content strategy, creation, and deployment across various platforms and mediums, all while trying to convince upper management that it’s a worthwhile effort. For the brands that did it right and proved their ROI, the top execs are now on board, and content has become part of everyone’s job, from marketing to sales to customer service and everyone in between.
That’s the theme of a new best practices report released by Altimeter, entitled “A Culture of Content,” which basically concludes that everyone needs to be in support of and make contributions to content culture in an organization if it’s going to be successful. Or, to use the words of the report compiled by Rebecca Lieb and Jessica Groopman, with Susan Etlinger: “When content becomes an ingrained element of an enterprise’s culture, the culture functions like a well-oiled engine, producing, circulating, and begetting content, creating numerous efficiencies in the process.”
“Creating A Culture of Content”: Content Marketing Is Not Just for Marketers Anymore
