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Content: The New Marketing Equation
Fünf Phasen eines modernen inhaltgetriebenen Marketings, das beim Kunden ankommt.
Content marketing requires a shift in company culture, resources, budgets, partners and strategy. Rebalancing is critical to achieve these goals. The choice is whether to rebalance now, or later when the battle for attention may become even more difficult than it currently is. This report from Altimeter Group introduces a five-step content maturity model, complete with real-world case examples, to guide organizations from “standing” to “running” with their content strategy. A self-audit tool, content channel review, and actionable recommendations are also included.
The report identifies the five stages of maturity an organization can achieve as it becomes more proficient at content marketing, including a self-assessment tool to score your own level of content proficiency. We also look at the content channels marketers are using now, and those they say they will in the future. As they move away from text-based channels, e.g. articles and blogging, into more technologically sophisticated areas such as video, mobile and image-based information, it’s clear “free” does not enter into the equation.
For the report, we conducted 56 interviews with subject matter experts and companies as diverse as Coca-Cola, American Express, GE, IBM, Adobe, Ford Motor Company, Wells Fargo, and Intel. Below, the questions we asked each interview subject.
- How are companies responding internally to the demands of content marketing?
- How much of your/your clients’ content creation is outsourced vs. created in house? (rough % question)
- Have you run into any problems with outsourcing content creation to agencies? Have they been able to effectively align the content they create with your brand ?
- Can – and should – content marketing initiatives be reconciled and integrated with advertising?
- What are the most effective types of content you’ve used to promote your brand?
- How should organizations rebalance? How should internal and external resources be aligned? How do they integrate silos for more effective messaging and spend?
- Have you needed to hire new employees or create new teams? How many did you have to bring on? Which teams did you have to create? What drove you to the conclusion that this rebalancing was necessary?
- Where are these new resources coming from? Should they be assigned to the same agency that handles advertising? Outsourced to PR firms, digital consultancies – or staffed in-house? Can they – and should they – be integrated with or otherwise reconciled with “classic” advertising?
- How are internal staffing needs changing? How much content creation can realistically be outsourced – does this lead to a “clueless handler” situation?
- How are determinations being made regarding when it’s better to buy vs. create or earn media? Who ultimately makes that decision?
- How do you determine the optimal mix between bought vs earned media?
- What types of agencies (advertising, PR or new breed) can walk the walk and support content marketing initiatives? (Lord knows, everyone and their brother is talking the talk.)
- What qualities do you look for when evaluating these agencies?
- What are the most common ‘red flags’ you look for when deciding to work with an agency?
- How do you get management buy-in and measure content marketing initiatives?
- What new types of content do you anticipate adding to your arsenal in the next year? Three years out?
- Which types of content do you plan to phase out or found ineffective?
- How is your organization adapting its structure to accommodate content marketing?
- Are there any questions that you wish we had asked you/we should have asked? And who else do you think we should speak to for this research report?
Hier sehen Sie den vollständigen Report, den Sie auch herunterladen können.