The Case for Sharing Ownership of Your Organization’s Content Strategy

The Case for Sharing Ownership of Your Organization’s Content Strategy

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Who owns the content strategy process within a company? Technically this answer should be a no brainer: Marketing does, of course. But in truth it is more complicated than that. Consider the example of an automobile manufacturer and the journey its customers are on. It is a fairly complex journey that tends to be longer and more nurturing, with many different touchpoints along the way. Content must be developed for each of these customer touchpoints — content that can range from inspiring and day-dreaming inducing videos to tangible and practical reasons why they should consider purchasing the car.

Then — hurray! — the…

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