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 their spend in this area and the CMA (Content Marketing Association) indicating that 20% of spend on marketing is now dedicated to content, that point is underlined. So, given that content marketing is so important, how are companies embracing it within their team structures, their ways of working and agency rosters?