The State of Enterprise Content Marketing - 2015
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is the culmination of our observations from Content Marketing World 2014 and our advisory client work in the past year. Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform. At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach. The extraordinary insights and the identification of challenges could not have been possible without the generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.