Resourcing your content marketing

This article argues that the current structuring of agencies is not conducive to content-creation, and recommends a greater fluidity in order to become more responsive.

Resourcing your content marketing

Christine Downton Roth Observatory International

Despite significant budget allocation, few marketing departments are structured to incorporate content marketing. It shouldn't need more resource, but it does need a fluid structure that is not hampered by channel silos, with nimbleness, agility and productivity built in.

Content Marketing

This article is part of a collection of articles on content marketing. Read more.

Since 2013, content marketing has been identified as the most commercially important trend in marketing (Smart Insights), and with eConsultancy's review of marketing budgets in 2015 showing 73% of companies planning to increase...

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