The Content as a Service (CaaS) model is meant to address both the external challenges of reaching your target audience; and also the barriers you face internally. The goal of CaaS is to ensure that content is considered a strategic imperative for business today, and making it core to business and marketing operations. This was a small portion of a content marketing eBook created by Sprinklr.
Michael Brito presented on social business and how it can deliver value. He discussed how social media is no longer a buzzword and how brands need to think like media companies. He outlined some of the internal challenges that social media "marketing" has caused for businesses. Brito proposed a social business planning model to bridge external and internal efforts. This model illustrates how collaboration, community engagement, operational excellence, and sales/revenue drive stakeholder value creation. He differentiated social brands which focus on external programs from social business which transforms the entire organization internally and externally.
There isn’t a right way or wrong way to structure your content teams. Every company is different. Culture, leadership and business objectives vary and are often times dynamic. This usually results in you having to shift roles and responsibilities, general team structure or alter your content strategy in order to adapt to the current business climate.
1) The document discusses how brands should transform into media companies by becoming content machines that are always producing relevant, recent content in an omnipresent manner. 2) It advocates developing a social business strategy to facilitate this transformation and bridge internal and external social initiatives to create shared value for stakeholders. 3) The strategy should establish a centralized editorial team to oversee content pillars and the brand narrative, conducting research to understand audiences and issues.