Altimeter, a research consultancy, has just published a report on content marketing. It interviewed 70 organisations to establish how they are using content in their marketing strategies. The top priority for external social strategies for the year ahead is content marketing (57%), followed by developing ongoing engagement with customers (50%), listen/learn from customers (41%), customer support through social channels, influencer/ambassador programme (27%) and website integration (25%).
Despite the fact many organisations are still grappling with how to approach content on a strategic and tactical level, the research identified 6 models that are currently being used to manage content.
1 Having a content centre of excellence
A consortium of experts who provide leadership and best practices
2 Executive steering committee
Cross-functional strategic group
3 Editorial board to content council
Content creators and/or marketing executives who meet fequentky to align cost
4 Content lead
Leads content initiatives editorially and/or strategically without cross departmental authority
5 Cross-functional content chief
Senior exec with cross departmental authority
6 Content department/division
In-house or agency group that creates high volume of content
The report also includes a check-list of recommendations which fall under the headings of Process (have a process, governance, around your content work), Technology (understand the tech and champion it with other stakeholders) and Measurement.
See the slide deck above for other report highlights, which includes pros and cons for each of the six models of managing content. The report is a useful guide to how organisations can approach content.
Interestingly, there is one area missing in this research. And that is user generated content. There is a huge opportunity here for organisations to connect internal expertise with customers and the supply chain. Controlling the message will stifle this opportunity.