Role Connections Report

The Content Model: Portfolio Marketing's Role

January 1st, 2018


Moving toward buyer-centric marketing requires an audience-based approach to creating content. The Content Model is a best-in-class process framework for optimizing a company’s enterprisewide content workflow with a lens that focuses on the audience. Portfolio marketers are primarily responsible for content insights and ideation based on knowledge of what buyers demand and that occurs early in the content process. In this report, we take a deeper dive into the role of portfolio marketing during the four phases and nine stages of the content model.

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