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The Content Marketing Supply Chain: Meeting the Demand for Content Marketing at Scale

The Content Marketing Supply Chain: Meeting the Demand for Content Marketing at Scale

This IDC study provides a four-phase activity framework for marketing organizations that need to produce and manage content marketing at scale."Content has become 'Big Content.' The digital transformation has opened corridors of communication where none existed before. Wherever digital goes, content will be needed," said Kathleen Schaub, research vice president in IDC's CMO Advisory Service. "The challenge is no longer just creating great content but rather creating great content at scale. To get ahead of 'Big Content,' marketing organizations must dissolve their independent, functional, silos. Content marketing in the future is less like cooking in lots of individual home kitchens and more like the sophisticated operations of a large four-star restaurant. A modular, integrated approach is the only way enterprises can succeed in the always-on world of the self-sufficient, self-direct social buyer."

Please Note: Extended description available upon request.


IDC Opinion
In This Study
Situation Overview
Meet Big Content
What Is Content?
What Is Content Marketing?
Big Content Drivers
Buyer Preference for Digital Dialog Is Increasing
Digital Transformation Expands the Marketing Conversation Space
IDC's Content Marketing Supply Chain Framework
Food Preparation in a Large Restaurant Kitchen
Dissolving Internal Silos to Better Address the Customer Journey
Content Marketing Supply Chain Elements
Content Marketing Supply Chain: Planning Phase
Definition
Tasks
Innovation at the Planning Stage
Content Marketing Supply Chain: Production Phase
Definition
Tasks
Innovation at the Production Stage
Content Marketing Supply Chain: Publication Phase
Definition
Tasks
Innovation at the Publication Stage
Content Marketing Supply Chain: Promotion Phase
Definition
Tasks
Innovation at the Promotion Stage
Content Marketing Supply Chain: Management Work Stream
Definition
Tasks
Innovations in Content Marketing Management
Content Marketing Supply Chain: Measurement Work Stream
Definition
Tasks
Innovations in Content Marketing Measurement
Future Outlook
The Strategic Challenge
Essential Guidance
Guidance 1: Make a Sufficient Investment
Guidance 2: The Collaborative Content Marketing Organization
Guidance 3: Content Marketing Supply Chain Technology
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Related Research
Synopsis

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