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Report: Content – The New Marketing Equation

Why Organizations Must Rebalance

Content marketing requires a shift in company culture, resources, budgets, partners and strategy. Rebalancing is critical to achieve these goals. The choice is whether to rebalance now, or later when the battle for attention may become even more difficult than it currently is.

This report from Altimeter Group introduces a five-step content maturity model, complete with real-world case examples, to guide organizations from “standing” to “running” with their content strategy. A self-audit tool, content channel review, and actionable recommendations are also included.

Several UBM executives provided input for the report, including UBM TechWeb CMO Scott Vaughan, PR Newswire CEO Ninan Chacko, PR Newswire Vice President of Public Relations Rachel Meranus, and PR Newswire Global Director, Emerging Media Michael Pranikoff.

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