Where should content marketing call home?
By Gini Dietrich
There is an interesting turf war in marketing departments around the globe: Where does content marketing belong?
Does it belong to the PR pros because they are natural storytellers and are trained to craft a great story?
Does it belong to advertisers because, without distribution, your content goes nowhere?
Does it belong to marketers because it helps generate leads?
Does it belong to a new role—the content marketer—so it can apply a very specific skill set?
The problem with this kind of thinking, of course, is that it creates silos.
Silos, by their very nature, are harmful to an organization and weigh it down when it really should be flexible, given the constant changes of technology. Silos also create fiefdoms that prevent colleagues from talking to one another.