[…] Today Oracle announced that it's buying Compendium, a company that offers cloud-based content marketing workflow solutions. Compendium will be integrated into the Oracle Eloqua Marketing Cloud.Excerpt...Oracle’s acquisition of Compendium is indeed a watershed moment for content. It’s acknowledgement that content is the foundational element of marketing. Without content (and all that it necessitates: governance, workflow and strategy being paramount), there is no advertising, there is no social media, PR, or other forms of marketing. All are fed and nurtured by content, the demands for which are increasing exponentially. There’s also a need to integrate the existing tools on the market that facilitate content marketing: workflow, process, measurement, production, distribution, aggregation and curation, etc. Expect not only more acquisitions by enterprise players, but also M&A activity among the smaller companies as content “stacks” begin to form that address marketers’ end-to-end content requirements. ___________________________________-Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).-If you like this scoop from The Marketing Technology Alert (brought to you by iNeoMarketing), PLEASE share by using the links below.  […]

[…] Today Oracle announced that it's buying Compendium, a company that offers cloud-based content marketing workflow solutions. Compendium will be integrated into the Oracle Eloqua Marketing Cloud. ...  […]

I suggest this mean content is also the foundational element of revenue growth, new customer acquisition and sales effectiveness.

This should move content above the realm of a tactic-oriented expense, to a strategic level asset.Those responsible for the organization’s strategy must be accountable for the supporting content strategy.

An optimal content strategy should transcend functional and tactic silos, and look holistically at optimizing content investments, outputs and business outcomes across the organization.

Re: "All are fed and nurtured by content, the demands for which are increasing exponentially."
I wonder when the bubble will burst. Already it's a struggle to rise above the fray, with everybody producing so much content. Should we encourage businesses to communicate more--or communicate better?

[…] Today Oracle announced that it's buying Compendium, a company that offers cloud-based content marketing workflow solutions. Compendium will be integrated into the Oracle Eloqua Marketing Cloud. Excerpt... Oracle’s acquisition of Compendium is indeed a watershed moment for content. It’s acknowledgement that content is the foundational element of marketing. Without content (and all that it necessitates: governance, workflow and strategy being paramount), there is no advertising, there is no social media, PR, or other forms of marketing. All are fed and nurtured by content, the demands for which are increasing exponentially. There’s also a need to integrate the existing tools on the market that facilitate content marketing: workflow, process, measurement, production, distribution, aggregation and curation, etc. Expect not only more acquisitions by enterprise players, but also M&A activity among the smaller companies as content “stacks” begin to form that address marketers’ end-to-end content requirements. ___________________________________-Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).-If you like this scoop from The Marketing Technology Alert (brought to you by iNeoMarketing), PLEASE share by using the links below.  […]