More brands are considering how to put content at the center of their marketing. Coca-Cola has put a stake in the ground with “liquid and linked.” Ford is doing it with their Content Factory. Intel is committed.
Driven by the direct relationships brands now have through their social media platforms with customers, we are all seeing the value in not just using content more effectively but to operationalize it – get a bigger bang for a lesser buck.
It’s easy to believe this is a significant shift for marketers that will affect how budgets are organized, which positions are hired, how success is measured. It’s another thing to have the answers as to how all that will align for business as different as a global FMCG, a B2B tech company or a regional retailer.
Now is the time to get sharp, smart, educated, and generally collect a few different POVs. Here are three that I have found helpful:
Jeremiah Owyang and the gang at Altimeter have shifted their sights on the content marketing space. I expect great insight from them over the next few months. It starts with a pretty good list of content marketing tech companies like Percolate,Visual.ly, Stipple and more.
Rebecca Lieb and team at Altimeter drafted a great starting point for brands organizing around content. From the Executive Editorial Board to the Center of Excellence (this time for content vs. ‘social’), they cover some reasonable choices. There are more options out there, yet this paper does a good job of dispelling the idea that you are a mere brand journalist away from becoming an effective content marketing enterprise.
As you would expect, there’s tons of content out there about…content. I have found the Content Marketing Institute routinely valuable with their nuts and bolts articles about how others are doing this out there. This article on the 3 building blocks is a good example of foundational and smart stuff.
(Thanks to Just Jared Jr for the horrific image)