About time we had a little word on siloed organizations—many departments and sometimes even frontiers! Does this look familiar?

Nodding head? Ok!

What does this look like to your customers?

They don’t see silos—they see content!

How can we tear down these silos?

It starts with perspective — different teams have a different idea on the role of content. Let’s look at a typical marketing team — lots of people with a tendency to wear black. And then there is the guy who runs the show and is responsible for content marketing.

This role did not exist 5 years ago because something has radically changed. As Lori from Forrester said: “74% of business buyers told Forrester they conduct more than half of their research online before making an offline...