June 2017
Intermediate to advanced
240 pages
5h 45m
English
Content preview from Content - The Atomic Particle of Marketing
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05Organizing for content
Despite an overwhelming trend towards 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. This chapter explores scalable organizational models for addressing content needs across the enterprise and makes recommendations for a holistic programme.
The content challenge: feed the beast
Brands have evolved into media companies. Some larger enterprises today publish more content on a daily basis than Time magazine did weekly, during its heyday. As content marketing steadily encroaches on the budgets and resources allocated to paid advertising (a trend that has accelerated ...
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