Chart of the Week: 76% of marketers say their companies follow a strategic approach to marketing but not all of these have a documented content strategy.
The majority of marketers say that their organization takes a strategic approach to managing their content. According to new research from the Content Marketing Institute, 76% of marketers state that their company follows a strategic approach when it comes to content marketing.
Of those who said that this is the case, 97% said that they were involved in the strategic content management used by their company. This covered a number of areas, with 89% being involved in the creation of content and 84% having a say in the organization’s content marketing strategy, including thought leadership, owned media management and distribution channels.
Other areas of involvement in business’ strategy included the content…
The top skills and attributes of an effective in-house SEO Manager
To be a truly effective digital marketer in today it’s become more important than ever to develop a good range of skills and experience across a variety of different disciples. The ability to work with different teams and specialists enables marketers to collaborate effectively, empathize with colleagues and spot new opportunities.
Over the last five to six years I’ve been using the T-shaped marketer approach to guide my professional development, a concept Rand Fishkin outlined in detail back in 2013. As Rand himself explains:
“T-Shaped basically refers to having a light level of knowledge in a broad array of skills, and deep knowledge/ability in a single one (or a few)"
The key takeaway for marketers is that breadth breeds respect and overlapping knowledge yields creativity. There are…