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.
To Create Your Own Wig Online To Create Your Own Wig Online
[Report] Content: The New Marketing Equation, by Rebecca Lieb
1. Content:
The New Marketing Equation
Why Organizations Must Rebalance
February 16, 2012
By Rebecca Lieb
with Zak Kirchner and Jaimy Szymanski
Includes input from 56 ecosystem contributors
2. Table of Contents
Executive Summary .................................................................................................................... 3
Methodology ............................................................................................................................... 4
Ecosystem Input ......................................................................................................................... 4
Corporate Practitioners ................................................................................................................. 4
Content Marketing Services .......................................................................................................... 5
Domain Experts ............................................................................................................................ 5
Acknowledgements ....................................................................................................................... 5
Marketers Are Unbalanced as They Shift from ‘Push’ to ‘Pull’ .............................................. 6
Organizations Must Rebalance ..................................................................................................... 6
Four Fundamental Steps Toward Content Marketing Maturity .............................................. 7
1. Understanding That Content Marketing Is Not Free ................................................................. 7
2. Implementing Broad Cultural Integration Around Content Marketing ....................................... 7
3. Integrating Content Marketing with Advertising ........................................................................ 7
4. Avoiding Bright, Shiny Objects.................................................................................................. 7
Gauging Progress Toward Rebalancing ................................................................................... 8
Key Components of Rebalancing ................................................................................................. 8
Altimeter’s Content Marketing Maturity Model ....................................................................... 9
1. Stand......................................................................................................................................... 9
2. Stretch: Taking the First Steps While Scanning the Horizon .................................................. 10
3. Walk: Ambition and Forward Momentum ................................................................................ 10
4. Jog: Sustainable, Meaningful, and Scalable Content Initiatives ............................................. 11
5. Run: Inspired and Inspirational ............................................................................................... 12
Content Marketing Maturity Model Self-Audit ....................................................................... 13
The Content Marketing Channel Roadmap ............................................................................ 15
Channels and Tactics ................................................................................................................. 15
Content Channel Insights............................................................................................................ 16
Recommendations .................................................................................................................... 17
Build Content Around the Brand/Product/Service, Not About It .................................................. 17
Drive Organizational Change and Transformation...................................................................... 17
Educate and Train....................................................................................................................... 17
Design Recombinant Content ..................................................................................................... 17
Open Research .......................................................................................................................... 18
Permissions............................................................................................................................... 18
Disclosures................................................................................................................................ 18
About Us .................................................................................................................................... 19
20. Contact Us Advisory Opportunities
Altimeter Group E-mail: sales@altimetergroup.com
1875 S. Grant Street, Suite 680
San Mateo, CA 94402-2667
info@altimetergroup.com
www.altimetergroup.com