Interesting excerpt from this article:
"Content is in the center of it all.
Few organizations have an overarching strategy that channels all this branded content into a consolidated planning model. In parallel, we see lack of defined leadership for overall orchestration and accountability for content-driven programs.
This will become a business priority as companies seek more discipline in how stories are conveyed – not to mention cost savings that come with more disciplined sourcing, curating and production.
Look for new leaders and content functions to emerge to support a range of marketing disciplines and community programs. And as part impart new ways to help teams understand how content plays holistically within plans that reflect the way people now consume and share content...."
[read full article http://j.mp/uGwFo8]
Via Giuseppe Mauriello, Robin Good