The most common challenge we see brands of all sizes struggling with is how to progress from simply ‘doing’ content to embedding a sophisticated content marketing ecosystem they can scale and monetise — ideally, as quickly as possible.
Larger brands, in particular, are impatient to move from experimentation to sophistication. They aspire to emulate marketing behemoths such as one of our content crushes Santander (more on them below), but often lack a clear blueprint on how to fast-track their maturity.
This is understandable because unless you’ve lived and breathed the experience of building a content operation, plotting the granularity to transition from one maturity phase to the next can be somewhat opaque. …