How do you think content marketing will change — and what do you need to know to approach your job more successfully?
This question was recently posed to 27 marketing leaders during a series of in-depth interviews conducted by CMI, and a few key themes emerged. For example, we found many content marketers want to improve their editorial processes and centralize their content planning efforts; others took this a step further and were looking to integrate their editorial and demand generation processes so the content they publish can drive better business results.
At the crux of all of these desires for change is a fundamental need to transform an organization’s culture — a challenging prospect for enterprises to achieve, given that silos and strong histories often hold sway. Continue Reading