TLDR: Internally, content marketing is about more difficult things than "content", "relevance" and "storytelling". Organization, leadership and management, for example. A drama in 4 acts.
Problem: I need to coordinate silos. Why does this not work?
Problem: I need to use more budget. How can I control it?
Solution: Introduce new forms of collaboration with KPIs
Content Marketing needs two things: Collaboration + Controlling.
Cross-silo KPIs are THE platform for planning and controlling integrated communication*.
* 90's word for "content marketing".
Outlook: Those who invest correctly can harvest fruit from controlled cultivation