Gartner Research

Maximize Distributed Content Marketing Operations

Published: 26 October 2016

ID: G00308848

Analyst(s): Kirsten Newbold-Knipp, Christopher Ross

Summary

Marketing leaders who are scaling distributed content marketing from experimental to operational need to streamline messaging and optimize efficiency to deliver results. A well-defined strategy and governance that weigh the trade-offs of centralization and decentralization are critical to success.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Marketing Leaders Must Build on a Clear Content Marketing Strategy, Especially When Engaging a Distributed Team
    • Set a Clear Strategy
  • Determine Where Your Brand Will Benefit From Content Marketing Centralization or Decentralization
    • Centralized Models
    • Decentralized Models
    • Hybrid Models
  • Propose, Vet and Refine a Governance Approach and Toolset That Meet Global, Local and Channel Needs
    • Jointly Define Governance
    • Empower With Tools
  • Use Case: Iron Mountain Uses Personas to Scale Content Across Business Units and Borders

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