Columnist Rebecca Lieb details the critical steps organizations should take to map out a clear content strategy to govern their content marketing.
Organizations are finally getting the memo: They need a clear, cogent, documented and well-communicated content strategy to govern their content marketing efforts.
My research (at Altimeter Group), corroborated by that of several other studies, indicates that currently 70 percent of companies practicing content marketing lack a documented strategy. But thankfully, this is slowly changing as the need to align content with actual goals, processes and procedures comes into focus.
What are the steps to outlining that documented strategy? The following is a list of my asks the moment I’m brought into an organization to help them develop a content strategy road map…
