(Analyst Insight) Enterprise Social Collaboration for Marketing: Streamline Access to Content and Knowledge

For marketing teams, workflows often focus on projects and campaigns, and as content marketing drives marketing teams to become publishing organizations, the work product are content assets. Aberdeen’s August 2013 Crossing the Chaos: Managing Content Marketing Transformation shows the importance and benefits of content development processes. Aberdeen recently launched a multi-discipline study focused on the business impact of enterprise social collaboration (ESC), defined as the use of user-generated content creation and sharing to support employees or partners working together to accomplish business-related tasks. This Analyst Insight looks specifically at the use of social collaboration tools by the marketing function based on the response of the 78 respondents who indicated Marketing as their primary job role, and shows that high-performing firms are more likely to embrace internal social collaboration and incorporate it into marketing business processes.