{"id":13979,"date":"2013-04-25T09:28:10","date_gmt":"2013-04-25T16:28:10","guid":{"rendered":"http:\/\/www.web-strategist.com\/blog\/?p=13979"},"modified":"2013-04-25T10:18:56","modified_gmt":"2013-04-25T17:18:56","slug":"altimeter-open-research-organizing-for-content-marketing","status":"publish","type":"post","link":"https:\/\/web-strategist.com\/blog\/2013\/04\/25\/altimeter-open-research-organizing-for-content-marketing\/","title":{"rendered":"Altimeter Open Research: Organizing for Content Marketing"},"content":{"rendered":"

Every company is now a media company.<\/strong>
\nContent Marketing is in high demand, as every company has now realized they are media companies. \u00a0In fact, our list of Content Marketing Software startups<\/a> has resulted in calls from VCs, press, brands, and potential competitors. \u00a0We also know, from our brand survey that Content Marketing is the top go to market priority at corporations. \u00a0I 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!<\/p>\n

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[As every company is now a media company, they must orchestrate content in harmony –or risk marketplace cacophony]<\/h2>\n

\"Plotting<\/a>
\nAbove: As every company becomes a media company, they must orchestrate content in harmony.<\/center><\/p>\n

Now, companies must organize for content strategy and marketing.<\/strong>
\nAltimeter’s latest Open Research report (use, share, and we’ll create more, see our body of research<\/a>) is now available, on behalf of the analyst Rebecca Lieb<\/a>, Chris Silva<\/a> and Christine Tran<\/a>, and include findings from over 70 interviews from across the industry. \u00a0Why is this important?\u00a0Despite 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. This report explores scalable organizational models for addressing content needs across the enterprise, and makes recommendations for a holistic program.<\/p>\n

Companies organize for content in 6 models:<\/strong><\/p>\n

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  1. Content Center of Excellence<\/li>\n
  2. Executive Steering Committee<\/li>\n
  3. Editorial Board or Content Council<\/li>\n
  4. Content Lead<\/li>\n
  5. Cross-Functional Content Chief<\/li>\n
  6. Content Department\/Division<\/li>\n<\/ol>\n

    Also included in this report are: Organizational Content Requirements and a Recommendations Checklist that brands can use to become actionable, now. \u00a0 Here’s the report, which we hope you use:
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