Content Shouldn’t Live and Die in Marketing, Says Hootsuite

A case for internal systems that give all teams access

An interview with:
Amber Naslund
Senior Director, Industry Leadership
Hootsuite

Marketers create a lot of content that can be leveraged by other teams. However, internal content management is a facet of content marketing that is often overlooked. As a result, these assets rarely leave the marketing department. Amber Naslund, senior director of industry leadership at social media management software company Hootsuite, tells eMarketer’s Jillian Ryan why it’s so important for content to be available to all customer-facing teams.

eMarketer:

Many business-to-business [B2B] companies create great content, but are they using that content to its full potential?

Amber Naslund:

The team responsible for building content usually resides in the marketing organization. But getting that content to actually be leveraged in other areas of the business, where it needs to be used most, is a perpetual challenge. Content lives and dies in marketing, but it shouldn’t.

Interview conducted on November 20, 2017

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