A new report by US-based research firm Altimeter Group has found that despite an overwhelming shift towards content marketing, organisations are failing to approach it in either a strategic or tactical level.
The report, based upon 78 interviews with executives “actively engaged in the evolution in content marketing” conducted between January and March 2013, found that companies are now trying to supply content to a staggering 178 social media properties.
As well as the demands of purely ‘owned media’ channels, organisations are now challenged to create content for converged media, the report says. It cites native advertising, advertorials, paid influencers and sponsored content are just a few examples of new hybrid media types.
As a consequence of this now crushing content requirements, the ‘hire a journalist’ solution, which was widely deployed in response to the rise of blogs, is no longer sufficient.
Instead, organizations now need need to start considering building content departments, potentially outside of marketing, that straddle the various parts of an organization that can be responsible for content.