Case Study

Genesys: Standing Up a Content Strategy and Operations Function

January 1st, 2018

Summary

B2B organizations are investing more money than ever in content, yet 75% of them still lack a formalized approach to managing content processes. The missing link? A content strategy and operations function to educate and enable the organization on content strategy, content marketing, and content operations best practices. In this case study, we describe how Genesys came to recognize the need for this critical B2B marketing function as well as how it built a team and executed a charter to improve content strategy, quality, findability, and processes.

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