The obstacle in front of most large, or mature companies of any size when it comes to digital and content marketing, is the battle with status quo. From strategy to tactics and especially measurement, change is often seen as interruptive and risky vs. adaptive. But without adaptation, we can hardly evolve, can we?
As Tom Fishburne implies in the cartoon above, change isn’t risky, safe is risky.
Companies evolving from Stasis to Production and into Utility and Storytelling modes of content marketing maturity begin to broaden the scope of what business goals content can deliver for a company.