You know the feeling: Just when you think you have something (almost) all figured out, someone goes and blows up your self-image. As the person responsible for Eloqua’s content marketing efforts, that’s how I felt when reading Altimeter Group’s latest research: Content: The New Marketing Equation.
Turns out, however, illumination can be a very good feeling.
You see, today’s report, published by Rebecca Lieb, is filled with practical tips and heady observations for those just cutting their teeth on the practice, all the way up to forward-looking companies like Nestle (whose program, I was delighted to discover in the report, is run by one of the most influential figures in modern marketing practices, Pete Blackshaw). This accessible “content marketing for everyone” framework is central to the report – Lieb (and her researchers Zach Kirchner and Jaimy Szymanski) go so far as to apply an intuitive metaphor to a company’s content marketing maturity: Stand, Stretch, Walk, Jog, Run. (Eloqua’s own program was highlighted as the example of “Walk,” that is, a model characterized by strategy and processes.)
I won’t be so bold as to review the report. It’s relatively brief and written in Lieb’s signature “smart-but-not-haughty” style. Instead, I’ll share with you a few of the lessons I learned:
The report is embedded below. Consistent with the letter and spirit of the study, Altimeter has made it available for free.