Outside-In Marketing: Using Big Data to Guide your Content Marketing

3. Content Marketing Transformation: Culture

There was a kind of awkward silence. It was the moment when they suddenly realized that this wasn’t a technical problem or a marketing problem. It was a culture problem.

We were sitting in a beautiful conference room with the top marketing team of a luxury automaker. Their original concern was that their dealers were at each other’s throats, overextending their digital marketing reach beyond their agreed-to territories. But it soon became clear that there were more important issues.

As is common with car manufacturers, the marketing team fiercely protected the mother brand. Dealers were not allowed to advertise anything about the brand image, and so the dealer ads skewed more to actors dressing as ...