Content MarketingJob Description: Chief Content material Officer

Job Description: Chief Content material Officer

-


CMI first described the Chief Content material Officer (CCO) job greater than a decade in the past.

In these days, corporations wanted senior leaders to spearhead the combination of “content material advertising actions” into extra conventional advertising campaigns.

At this time, content material management should increase past advertising (even content material advertising) to embody an all-communication technique.

Which means right now’s chief content material officer (no matter whether or not that’s the title the individual holds) guides the content material that makes up each expertise a buyer, viewers member, or prospect has with a model.

What does that seem like in apply? I’ll clarify and supply a chief content material officer job description you possibly can copy.

First, although, let’s have a look at the context of what’s modified – as a result of that informs the scope of the brand new content material chief function.

At this time’s chief content material officer guides the #content material that makes up each buyer expertise, says @Robert_Rose by way of @CMIContent. #ContentMarketing Click on To Tweet

The way it began: Content material serves advertising

After we final up to date our view on the chief content material officer function, we described it inside a content material advertising context. Most individuals who carried out that operate held titles like vp of content material advertising, head of content material advertising, editor-in-chief, and even chief storyteller.

Few held the “chief” title, as few corporations thought of content material a c-suite operate (like finance, operations, know-how, or advertising).

Just a few services manufacturers – particularly those who have constructed separate content material or media operations – have adopted the CCO title (Peloton, Dun & Bradstreet, and Ralph Lauren, for instance). Goldman Sachs, AirBnB, and Procter & Gamble have related roles however name them vp of content material, head of content material, or chief media officer.

The chief content material officers in these organizations deal with the inventive side of content material product improvement. In media corporations, the CCO is the main inventive voice for the model’s product technique. In product and companies manufacturers, the content material chief is more likely to run the strategic initiative of a media division or head up a centered operate of inventive companies.

However content material technique isn’t a separate division at most manufacturers. Neither is it separated from the gross sales and advertising group.

That should change. And it’s beginning to.

Nearly a yr in the past, I wrote about how content material technique and advertising technique are coming collectively. I requested the query:

What if content material and advertising as a apply … was handled as vital within the enterprise as its present services or products?

And why shouldn’t it’s? Content material makes up the whole thing of communications from any firm.

At this time, nearly everybody within the group communicates straight with audiences, akin to prospects, companions, press, analysts, and workers.

The way it’s going: Content material significance skyrockets

We’ve moved past the necessity to combine content material advertising into the broader advertising ecosystem. That occurred.

Think about this: 71% of entrepreneurs in our current B2B analysis mentioned content material is extra vital to their organizations than it was a yr in the past.

Content material is a enterprise technique right now. Full cease.

However that merger of selling content material, content material advertising, and content material operations I discussed? It’s created a urgent want to arrange and coordinate not solely what advertising markets but in addition what gross sales sells, accounts service, PR relates, and HR recruits.

In consequence, content material management seems to be completely different going ahead. Right here’s how:

The content material chief (whether or not known as chief content material officer or not) should personal communication technique. The content material operate isn’t an inner, on-demand content material merchandising machine for the remainder of the enterprise – it’s a strategic contributor to each buyer expertise with the enterprise.

The chief content material officer should lead all operational content material approaches, together with content material advertising, content material operations, branded content material, native promoting, and anything that drives the creation of media-powered buyer experiences as a enterprise technique.

The CCO should set lead (and measure) experiences that align with and contribute to enterprise objectives. The content material staff of right now and tomorrow builds audiences via owned media experiences that may be monetized in a number of methods. They drive the execution of content material for short-term promoting campaigns. They drive engagement and shares on social media and natural search visitors from modern earned media and word-of-mouth methods. However additionally they help visibility, transparency, and inner communication of the content material lifecycle – from ideation to creation, administration, activation, promotion, and even archiving. And the CCO leads the event of the infrastructure required to do all of that.

The CCO leads content material for each a part of the client’s journey. The content material operate shouldn’t be relegated to top-of-funnel gross sales enablement property. It’s not restricted to Search engine optimisation-focused articles driving model consciousness. It’s not restricted to customer-support how-to movies or buyer occasions. The content material operate holds the experience to ship viewers worth at each stage of the buyer journey. And the chief content material officer guides the appliance of that experience throughout the corporate.

Whether or not you name the function chief content material officer, vp of content material, head of content material, or one thing else issues lower than the operate of the place.

Listed here are the brand new necessities for the place. Be at liberty to repeat this description to advocate for a CCO at your model. It’s also possible to use it to information your individual improvement if the highest content material place is your aim.

Job description: Chief content material officer

Definition/description

The chief content material officer is a key member of the senior administration staff. The CCO leads the executive, operational, and inventive features of content material as a strategic advertising and communications operate within the enterprise.

Studies to

Chief government officer/chief working officer or chief advertising officer/VP of selling

Place abstract

The CCO’s aim is to safe the creation, coordination, consistency, and worth of content material as a aggressive benefit for the enterprise.

The CCO oversees all advertising and communications content material initiatives, each inner and exterior, throughout a number of platforms and codecs to drive worth to each the enterprise and the audiences served.

This particular person should have management expertise in inventive technique, coordinated content material operations, channel optimization, model consistency, viewers segmentation, translation/localization, and significant measurement of content material’s worth to the enterprise.

The place is the chief of a content material operation that collaborates throughout a number of organizational departments – together with public relations, communications, advertising, customer support, IT, gross sales, human sources, and government management. Thus, the CCO ought to anticipate to have a hand in defining, governing, and deploying the general model’s communication method.

Tasks

The CCO owns all operational initiatives concerning the creation, administration, activation, and measurement of content material.

The CCO’s main accountability is to find out the working mannequin and content material method that can supply the best worth for the group, after which lead its administrative, operational, and inventive features.

  • Design and implement content material methods, plans, and procedures that help and lengthen advertising and communications initiatives, each quick and long-term, and set up a constantly evolving content material apply
  • Set complete objectives for efficiency and progress for content material as a strategic operate within the enterprise
  • Leverage market knowledge to develop content material themes/matters, then execute a plan to create the property that help a standpoint and result in crucial behavioral metrics
  • Supervise the administration and upkeep of viewers personas, content material inventories and audits, buyer journey maps, Search engine optimisation methods, and aggressive audits
  • Set up requirements, methods, finest practices, and workflow processes for managing the content material lifecycle, together with requesting, producing, distributing, selling, measuring, and retiring content material, together with guaranteeing all content material is in step with model, model, high quality, tone of voice, and optimized for the varied person experiences and throughout all acceptable channels
  • Collaborate with the corporate’s senior inventive staff leaders and channel homeowners on all initiatives to determine content material wants and alternatives to make sure effectivity and consistency throughout channels, verticals, and useful departments
  • Work with the corporate’s technical/digital groups to implement an environment friendly content material administration system (CMS), digital asset administration method, and different important know-how methods (e.g., advertising automation, electronic mail administration, social media administration, analytics, and many others.)
  • Create an organizational construction and rent/supervise leaders in all content material verticals; handle the efforts of different staff’s writers, editors, producers, and content material managers
  • Conduct ongoing usability exams to gauge content material effectiveness; Collect knowledge and deal with analytics (or supervise those that do) and make suggestions based mostly on these outcomes; work with homeowners of content material to revise and measure content material and advertising objectives
  • Set up efficiency objectives and oversee ongoing measurement protocols to judge and optimize content material effectiveness. This contains gathering knowledge and dealing with analytics (or supervising those who do), in addition to making suggestions based mostly on efficiency outcomes
  • Guarantee a constant world, enterprise-wide method for content material, together with implementing taxonomies, meta tag buildings, structured content material, and localization/translation methods the place acceptable
  • Take part in content material growth actions (investments, acquisitions, alliances, and many others.)

Success indicators

Efficiency expectations must be based mostly on the continuous enchancment of buyer nurturing, changing, and retention via storytelling and will increase in new prospects introduced into the enterprise via constant improvement and deployment of content material.

The first standards for fulfillment are buyer and worker affinity, measured by lifetime buyer worth, buyer satisfaction, and worker advocacy. Extra standards for gauging success might embody:

  • Constructive model recognition and message consistency throughout chosen printed channels
  • Beneficial properties in outlined buyer engagement metrics (measured by customers taking the specified motion – conversions, subscriptions, purchases, and many others.)
  • Web site and social media visitors progress
  • Conversion metrics definition and progress
  • Enhancements in constructive social media sentiment
  • Constructive buyer suggestions and survey knowledge
  • Will increase in important search engine key phrase rankings
  • Reductions within the time it takes prospects to maneuver via the gross sales/shopping for cycle
  • Creation of latest up-sell and cross-sell alternatives via content material evaluation and utility
  • A stronger enterprise-wide deal with driving gross sales, saving prices or creating happier prospects via content material

What we ignored of the CCO description

You would possibly discover that we omitted some issues often included in job descriptions: schooling necessities and years of expertise.

Nobody school diploma covers all the pieces you should be a CCO right now. A liberal arts diploma would possibly assist. So might a communications, journalism, or advertising background. Then once more, experience in your group’s trade would possibly matter extra.

Equally, the variety of years of expertise in all probability issues lower than what somebody discovered and completed throughout these years.

Does your group have a job that handles all these tasks? What would you add or change about this record? Let me know within the feedback.

Want extra steering to hone your content material advertising abilities? Enroll in CMI College and get 12-month on-demand entry to an intensive curriculum designed that will help you do your job extra successfully.

HANDPICKED RELATED CONTENT:

Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute



LEAVE A REPLY

Please enter your comment!
Please enter your name here

Latest news

Particular supply! New Android options this vacation season

As we use our smartwatches to get extra finished, Put on OS tiles make it straightforward to see...

5 Yelp info enterprise homeowners ought to know (however most don’t)

If you happen to ever need to hear a enterprise proprietor rant, simply seize some popcorn and casually...

How To Develop An Efficient D&I Program | The Pipeline

Constructing a various and inclusive office is an rising precedence for companies. However merely implementing a program geared...

The best way to Caption Your TikTok Movies and Reels with Descript – Kaye Putnam

Trying to up your online game? I've a deal with for you! 🍩🍦🍰 I’m sharing a tutorial about how...

Extra Customers Can Construct Homes in Clubhouse

Social audio utility Clubhouse has been beta-testing Homes—which it calls “a brand new option to host significant...

Increase buyer engagement with messaging channels

The typical buyer learns about what you are promoting from varied sources, together with print and digital adverts,...

Must read

You might also likeRELATED
Recommended to you