Altimeter Group’s newest analyst, Rebecca Lieb, is out with her first report, Content: The New Marketing Equation. Available for download tomorrow at 1PM EST from Lieb’s blog, the report will outline the five stages of “organizational maturity” companies must pass through to truly embrace content marketing.
For the report, Lieb interviewed 56 marketers including executives at Coke, Ford, IBM, GE, Nestle and Adobe. She queried each on their content marketing activities, the resources they use, the training they provide employees, and the relationships they have with outside content marketing partners.
We’ve read an advance copy of the report and you can expect to learn all about the benefits of owned media, how organizations can benefit from owned media and how they must change to become content providers and storytellers instead of entities that rent space within other’s content to promote their products and services.
In the report, Lieb shares Altimeter’s Content Marketing Maturity Model, a five step approach brand take towards achieving effective content marketing strategies. Give it a read. You’ll find it very informative.
