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Content Bottleneck

  • It is the gap between the demand for content within the marketing organizations and the ability to deliver that demand using the resources at your disposal.
  • Bottleneck can be described in 3 ways: Quality, Quantity and Co-ordination.
  • Quantity- "We need more content"
  • Quality- "We need better content"
  • Co-ordination- "We need to take better advantage of the content we have"
  • 2007 was the year that changed marketing forever starting from the introduction of Apple.
  • “Personalization will become standard for brand engagements, but lack of scalable content creation processes will become the limiting factor for success.”
  • Content Bottleneck can be solved by following the 5 steps: Identify, Optimize, Support, Elevate and Iterate.

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