If branded content is a car, it should be a dune buggy, not a Cadillac.
Content marketers need to be super agile — able to stand up a blog, digital magazine, or microsite in short order — to respond to what’s going on in the world and experiment with ideas without huge investments and long lead times. Agile branded content also requires a bevvy of supporting technologies, from content collaboration tools to commenting and social platforms to analytics packages, each of which is often a single-point solution.
However, at most companies, web technologies are part of gigantic enterprise systems that are not conducive to quick movements. Meanwhile, bureaucracy is a curse upon the nimble content marketer. Getting a WordPress site approved through corporate IT can be a Byzantine nightmare.
Many marketers are forced to rely on their the organization’s IT system and all its incumbent rigidity and red tape, inevitably struggling to get the tech in place that they need to be agile.
Or they’re going rogue.