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Organizing for Content:
How Companies Conduct Content in Harmony
Sept 9, 2013
Rebecca Lieb
Industry 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 Colbert
Staff VP, Advertising and Social Media
Content is created in silos –
resulting in duplication and
inconsistent messaging across the
organization
How Companies Organize for Content
Framework graphic placeholder
“We were not sharing, there was a
lot of duplication. You'd have four
teams building a very similar
video.”
Marketing Executive
Fortune 500 Company
Increasing numbers of channels and
platforms demand new skills and
cross-functional coordination –
compounding the problem
The Enterprise Model: "Organizing for Content"
The Enterprise Model: "Organizing for Content"
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
The Enterprise Model: "Organizing for Content"
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/Divisi
on
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 Lieb
rebecca@altimetergroup.com
rebeccalieb.com/blog
Twitter: lieblink
Q&A
Download at
altimetergroup.com/research

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The Enterprise Model: "Organizing for Content"

  • 1. Organizing for Content: How Companies Conduct Content in Harmony Sept 9, 2013 Rebecca Lieb Industry Analyst | @lieblink @altimetergroup Photo Credit: Toronto Symphony Orchestra
  • 2. Every brand is a publisher – there’s a need to “feed the beast” constantly, often in-real time
  • 3. 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
  • 4. “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 Colbert Staff VP, Advertising and Social Media
  • 5. Content is created in silos – resulting in duplication and inconsistent messaging across the organization
  • 6. How Companies Organize for Content Framework graphic placeholder
  • 7. “We were not sharing, there was a lot of duplication. You'd have four teams building a very similar video.” Marketing Executive Fortune 500 Company
  • 8. Increasing numbers of channels and platforms demand new skills and cross-functional coordination – compounding the problem
  • 11. 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
  • 13. 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
  • 14. 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
  • 15. Content Lead Who/What: Executive who leads content initiatives editorially and/or strategically, without cross departmental authority Examples: Dell, Intel
  • 16. 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
  • 17. 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
  • 18. Content Department/Divisi on 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
  • 19. “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