The Cure for Content: Part II (read part I)
If content is really king then why do most organizations still treat is like the court jester? Under funded, non-prioritized, programs run by junior staff with minimal strategic ability are more the norm than the exception. A recent North American study by the Content Marketing Institute found that on average over half (56%) of those who claim to practice content marketing do so without a documented strategy. In other words, they make it up as they go along.