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."
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