Obviously, content marketing is a significant part of the B2B marketing effort, but there’s a significant underlying issue. This article talks to this problem: talent to create content. We can’t rely solely on internal thought leaders to write/speak/broadcast: the B2B marketer must secure outside talent to create the content needed. A summary…
The CEO of a very successful content marketing agency said to me recently that it was only a matter of time before a sizeable brief that would have previously gone automatically to a creative agency be given instead to a content marketing agency. With the shift toward always-on platforms and owned media assets there is an increasing requirement for the kind of editorial and operational skills beyond that which is focused on delivering to the requirements and timescales of campaigns.
All this raises a killer question. With just about every part of the media ecosystem converging on a need for content and publishing expertise, where is all that talent going to come from? The challenge of attracting and retaining the best technical and content talent is already a very real problem.
See the article at www.futurelab.net.
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See on www.futurelab.net