Quality research and writing aside, what is most valuable about this report is that it’s actionable. It’s short on theory (which is a good thing), and long on utility. If you are looking to organize around content – that is, figure out how to staff a marketing department to operationalize the production, distribution and measurement of content – then this is the report for you.
One nitpick: Missing is the notion of demand generation. Of the many functions with which content marketing needs to align, demand generation is arguably foremost. A few months back, I asked prominent demand / content / inbound marketer Maria Pergolino (then of Marketo, now at Apttus), “Why are so many marketers with your skill set being snatched up to run marketing at growth companies?” She answered, “Because we know how to make them more money.” In the Venn diagram of marketing, content and demand intersect, and that intersection might just be the lushest terrain in today’s marketing landscape.