Trends Report

Put Video At The Heart Of Your Content Strategy

An Empowered Report: Content Is A Product, Too

January 26th, 2011
With contributors:
Mark Mulligan , Annie E. Corbett

Summary

Disruptive consumer behavior is profoundly affecting your ability to engage consumers through traditional media and marketing channels. Empowered product strategists within your organization must be given the opportunity to bypass corporate silos to bring together technical, commercial, marketing, and content expertise. By doing so, companies can create products that acknowledge and harness these disruptive trends. They should also utilize the pin-up content format of the empowered era: video. To engage consumers in this fragmented new landscape, companies must elevate product strategy, elevate content strategy within that, and integrate video at its core.

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