I often hear that word when I ask what’s wrong with an organization’s marketing and content operations.
Think about how ideas get transformed into marketing messages, integrated into content assets, and disseminated onto channels. That process usually starts with a small team – or even one person. Next, a leader somewhere in the company establishes a set of overall themes or campaigns to communicate value. Then, those priorities make their way to the edges of the organization, where they are transformed into content (with varying degrees of efficiency).
