Content Marketing: “Companies Must Orchestrate Content in Harmony or Risk Marketplace Cacophony”

Content Marketing is a ‘must’ for the success of your business. Today, every company is going all-out to capitalize on content to educate, entertain, engage and inspire its consumers that  turn them into loyal customers.

Content Marketing is the top go to market priority  for all sizes of business- a startup, small and medium business (SMB)  and an enterprise. And, marketers have made it the most-used tactic in their brand-enhancing tool box.

“Every company is now a media company” and it “must orchestrate content in harmony-or risk marketplace cacophony,” says Altimeter’s latest Open Research report.

  • Is Content Marketing driving significant results or is just the latest fad?
  • What tactics work best?
  • How do brands measure success for these campaigns?

The given Infographic  helps to find the answers and highlight a few key points:

Click the Image to View Complete Infographic

Have organizations addressed content on either a strategic or tactical level?

“Despite an overwhelming trend toward content marketing and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations have not yet addressed content on either a strategic or tactical level,” says Altimeter’s latest Open Research report.  This report explores scalable organizational models for addressing content needs across the enterprise, and makes recommendations for a holistic program.

The report is based upon 78 interviews with executives engaged in the evolution of content strategy and or/or content marketing in their organizations.

In 2013, content marketing will be the top go-to market priority for 57 per cent of the executives who were interviewed.

Content marketing now requires more technical expertise involving higher knowledge of technology, production, design, and user experience.

Following figure gives an overview of content channels and formats:


Where does content live inside the enterprise? It does not live in one place, the survey revealed. Content responsibility and oversight tends to be both reactive and highly fragmented, as illustrated below in  the figure :


 Content Marketing: Challenges And Essential Elements

  • Notwithstanding the huge volume of content being generated, the overwhelming majority of organizations don’t have content divisions in their organizational charts.
  • Very few have staff with the word ‘content’ or editor’.
  • Organizations are not structured to act in concert with regard to content.

The report has listed the essential elements of content that must be considered by any organization creating content on a regular basis, as well as the organizational models for orchestrating these disparate skills and practices. The essential elements include: Content Strategy, Content Authority/Management and Content Staff.
Technology is another essential element of content. Content requires a plethora of tools for production and measurement, collaboration and management, curation, aggregation, publishing and more.

Adapted from : Altimeter Open Research: Organizing for Content Marketing

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