One of the biggest trends we’ve seen is how content is evolving to be a strategic function in the business. Unfortunately, for many businesses, it’s like the classic scene from Seinfeld – they are taking the reservation, but not holding the reservation. Many enterprises today create a content team to manage a strategic function, but they don’t establish the operating model by which that content team will function. This results in a team that can’t keep up with the demand, has no skill to structure the content in a strategic way, and can’t measure their efforts in a way that demonstrates value.
Let’s explore a new way of approaching this challenge. We’ll explore the four key operating models of content, and how to set a balanced strategy that enables content to be addressed in a way that’s truly strategic. A model that scales with the business’ needs, establishes the right resource allocation to enable great content, and powers the right measurement to demonstrate value.
About the presenter: Robert Rose is a sought-after consultant, best-selling author, keynote speaker, and one of the world’s most recognized experts in digital content strategy and marketing. Robert is the author of three best-selling books including Killing Marketing (McGraw Hill, 2017), Experiences: The 7th Era of Marketing (CMI, 2015), and Managing Content Marketing, (CMI, 2011).
For more than 10 years, Robert and his firm The Content Advisory have worked with more than 500 companies, including 15 of the Fortune 100. He has provided strategic marketing advice and counsel for global brands such as Facebook, Salesforce, NASA, CVS Health, McCormick Spices, Hewlett Packard, Microsoft.
This webinar is brought to you by The Content Wrangler and sponsored by Ingeniux.