Adweek – Why Companies Need a Head of Content Strategy, Creation and Distribution
September 3, 2013
By Barry Lowenthal
Content is marketing, we all know that. But marketing is also content. So are HR manuals, social media policies, annual reports, analyst reports, research studies, customer evaluations, product reviews, employee testimonials, customer testimonials, videos from conferences, CEO blogs, tweets, updates and check-ins.
Every piece of communication that companies create is potentially an asset that can be shared. Every piece of communication can help dimensionalize a company, further define its brands and tighten bonds with customers. But very few have that kind of macro perspective on and exposure to all the content they produce. At larger companies, which are often siloed and matrixed, few people even think about the kinds of content that can be shared with customers.
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