Before digital content, organisations effectively acted as content gatekeepers because distributing content required resources. They would send sales and marketing content to prospects and technical product content to customers. Now, the power relationship has changed. No longer does an organisation control access to scarce information. Instead, content consumers hold the power. They choose what content they want to look at. This is the age of accountability. And organisations must respond.
Author: Sarah O'Keefe and Gretyl Kinsey
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