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How Content Marketing Teams Are Evolving in 2016
By: Contently
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Late last year, Cisco laid off over 100 marketing staffers.

“Now we’re restructuring and hiring two hundred content marketing people globally,” said Katrina Neal, the head of content marketing for Cisco’s service provider segment. The move signifies not only a change in marketing tactics, but also an effort to refocus the company around storytelling.

Cisco isn’t the only one to make this move. In recent years, brands have increasingly used content to empower departments across the organization. General Mills created its own blog when traditional outlets were slow to pick up PR coverage. Shoe retailer Zappos launched a YouTube series, #ZapposCulture, to boost internal company morale. Basecamp, a web-based project management tool, published a collection of articles on Medium, titled Signal v. Noise, to attract top developers and sell software.

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About the Author
This article was first published by Contently.com. A link to the original can be found at the bottom of the post. www.contently.com
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