"A-ha" moment: The difference between CS and CM

True—the whitepaper is an example of Content Marketing. However, it is the use of content by marketing that originated in finance that is the point here. What I am suggesting in the diagrammatic hypothesis is that if content silos are connected within an organization and if there is a “guiding” Content Strategy in place, then the organization as a whole has a processing place for how to..paraphrasing Kristina Halvorson…”use, reuse and govern useful usable content”  across the enterprise.
OK, I’ll find some others, but here’s one of the top of my head…
Let’s say the organization holds an “all hands on deck” internal meeting. Attendance is not optional. Mission critical information will be presented about the revised business objectives of the firm. The leader has a trusty Powerpoint presentation to help explain the rationale and try to win the “hearts and minds” of employees. They must all pull in the same direction to meet the goals. To help create a meaningful presentation at such an important time, the executive team drafted some nice charts and graphs showing where the company is now and where it wants to be in 3 years. The executives delegate the task to the tech pubs and marketing support groups because they are the ones with the tools and expertise to really jazz-up the presentation and make it as engaging as possible—a real team effort. So, data originating from the VP of Finance was re-purposed by Marketing to make an animation and video, then reused by Tech Pubs to create nicely formatted, professional handouts as takeaways for all employees.

• Was the financial content used to help people become better informed and smarter - yes.


• Was the financial content used to further the strategic objectives of the organization - yes.


• Was the financial content used to drive profitable customer action - no.