How you build your plan is dependent on numerous factors—the size and structure of your company, your comfort level with content creation, and the degree to which you are invested in content marketing as a practice.
As a marketing leader, you ultimately need to own the strategy, the creative and the execution. If your agencies went away tomorrow, would you be able to carry on regardless?
Leveraging the full force of your communication channels, get your experts and your senior executives to speak up and contribute to industry discussions, whatever those topics may be.
