Our latest research at Kaleido Insights from my colleague Rebecca Lieb Download here: Global Content Strategy: This is Going to Be Big! Enterprises are still in the early stages of integrating content strategy as a discipline, not only into the marketing mix, but also into operations and technology. Multinationals face a much more complex challenge: scaling content across borders, languages, cultures, and teams. This report examines the specific challenges of creating an effective global content marketing strategy, as well as best practice recommendations. Global content operations tend to operate either top-down, or bottom up. We learned neither approach works in isolation. Global content groups must enable local territories, but local (regions and/or countries) must be provided with sufficient autonomy to make … Continue readingGlobal Content Strategy: This is Going to Be Big!
Every company is now a media company. Content Marketing is in high demand, as every company has now realized they are media companies. In fact, our list of Content Marketing Software startups has resulted in calls from VCs, press, brands, and potential competitors. We also know, from our brand survey that Content Marketing is the top go to market priority at corporations. I frequently tell the market that social business tools, like railroad tracks, laid down the infrastructure for many corporations to now talk to the market; the challenge is, they don’t know what to say! [As every company is now a media company, they must orchestrate content in harmony –or risk marketplace cacophony] Above: As every company becomes a … Continue readingAltimeter Open Research: Organizing for Content Marketing
Altimeter conducts research on new markets. Altimeter continues our coverage on Content Marketing by Rebecca Lieb (who’s working in conjunction with me on this post and coverage), researcher Jessica Groopman and our co-authored report on Converged Media (Paid, Owned, and Earned). In our research reports, we both identified the market pains, definitions, workflows, and solutions brands are and want to achieve. As part of this ongoing coverage to look at all the elements of the people, process, and technology, Don’t buy software without a strategy. While we want to explore a list of software providers that are part of the solution. It’s important to note that these software providers are not solutions among themselves. Strategy, content goals, internal organization and often … Continue readingIndex: List of Content Marketing Software Vendors