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Organizing for Content:How Companies Conduct Content in Harmony
Sept 9, 2013
Rebecca LiebIndustry Analyst | @lieblink @altimetergroup
Photo Credit: Toronto Symphony Orchestra
Every brand is a publisher – there’s a need to “feed the beast” constantly, often in-real time
57%Percentage of companies that named Content Marketing as their top go-to-market strategy in 2013
Source: Altimeter Group. Social Business Survey, Q4 2012; n=130
“We’re not an editorial organization, but now we need to create content. We’re turning to our agency partners, but that’s not sufficient. How do we feed the beast, get the engagement for members, and make sense for the brand?”
Kelly ColbertStaff VP, Advertising and Social Media
Content is created in silos – resulting in duplication and inconsistent messaging across the organization
How Companies Organize for Content
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“We were not sharing, there was a lot of duplication. You'd have four teams building a very similar video.”
Marketing ExecutiveFortune 500 Company
Increasing numbers of channels and platforms demand new skills and cross-functional coordination – compounding the problem
Altimeter Group has identified the following six enterprise models for governing the orchestration of content within organizations, to ensure that content is created in harmony.
11
Content Center of Excellence
Who: A consortium of experts from a variety of organizational divisions
What: Provides leadership, evangelization, best practices, research, support, and/or training
Editorial Board or Content Council
Who: Content creators and/or marketing executives that meet frequently
What: Align content around an editorial calendar, plan workflow, coordinate initiatives, and share and repurpose assets
Examples: Intel, SAS, Dell
Content Lead
Who/What: Executive who leads content initiatives editorially and/or strategically, without cross departmental authority
Examples: Dell, Intel
Executive Steering Committee
Who: A cross-functional strategic group comprised of senior executive
What: Focused on gut checking and approving content from the perspective of product/subject matter expertise as well as marketing/creative
Examples: Dell
Cross-Functional Content Chief
Who: Executive with cross departmental authority and buy-in from senior management. Titles include: Chief Content Officer, Head of Digital Strategy
What: Set a global content strategy
Examples: Marketo
Content Department/Division
Who: In-house or agency
What: Delivers large scale content creation that’s often heavily technical, with high demands for mobile, video, and images
Examples: Marketo, Ford, Nissan, Amex Open
“Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise”
Published April 26, 2013
Based on 78 interviews with brands, content service providers, and experts
Download at altimetergroup.com/research
Rebecca [email protected]
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rebeccalieb.com/blog
Twitter: lieblink
Q&ADownload at altimetergroup.com/research
