Are your content and marketing integrated?
No one can argue content marketing is an increasingly important part of marketing. Content teams routinely take more and more responsibility. You take on thought leadership and the many assets necessary to support marketing and communications. But what doesn’t come along as quickly is the integration to make a more strategic approach.
In our consulting work, I see increasing confusion across marketing teams (well, it may have been there all the time, but awareness is on the rise now). They wonder what should come first, the content or the campaign.
