Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less

CHAPTER 15Managing the Content Creation Process

There is nothing so useless as doing efficientlythat which should not be done at all.

PETER DRUCKER

Let’s face it, content marketing is a new muscle for most organizations.

Most brands have been doing things the same way for so long that thinking like a publisher is, well, quite taxing. Worse yet, these brands aren’t set up for publishing; they are set up for traditional marketing practices organized in the usual silos. That means they might not have an awareness of the types of roles needed to succeed with managing the content marketing process.

In order to do content marketing successfully, you need to have the following four things:

• People to do it

• Roles and responsibilities for those people ...