Rebecca Lieb says, “Fundamentally, content has become bigger than marketing; it spans across the enterprise, particularly in public-facing divisions such as sales, customer care, recruiting, PR and product groups.

All these constituencies have the capability to create and to distribute content, to contribute to the overall content pool, and to become part of the content circulatory system.

But how does an organization foster a culture of content (CoC)? We identified the following seven success criteria.

1. Customer Obsession Guides Content

An obsession with understanding customer wants, preferences, behaviors, trends, passions, and so on, helps drive a culture of content (CoC) because these data inform how brands use content to serve customers”.

Culture Of Content: The Success Criteria

Marketing Land

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