Unless you’ve just emerged from Sleepy Hollow, you know that the marketing landscape has changed dramatically. New communication channels and the competition for eyeballs have elevated the importance of content.
I just read an interesting article about how this is affecting marketing departments, which are moving in the direction of publishing organizations.
Say good-bye to the old standbys of Direct mail Manager and the Advertising Guy. Look out for:
- Chief Content Officer. This is your content ambassador, also known as an organization’s chief storyteller.
- Managing Editor. Half storyteller and half project manager, the managing editor executes the content plan on behalf of the CCO.
- Chief Listening Officer. Love this one. This guy is the air-traffic controller for social media and other content channels. Stays on top of breaking news and disseminates information.
- Director of Audience. This person has a big job—not only monitoring your audience, but growing it.
- Channel Master. Wherever your content is headed (social media, email, mobile, print, in-person, etc.), the channel master will be responsible for getting the most out of each channel.
- Chief Technologist. Critical. Got to have this person around to make sure your channels are up and running.
- Freelancer and Agency Relations. Really like this one. Departments reaching out to people like us—external experts–to supplement their in-house teams.
- ROO (Return-on-Objective) Chief. The analytics guru. Give this person a raise and tell him/her go to work—this is a huge job and it’s never been more important.