Your business needs a chief content officer

Absrtact: We all know that content is marketing, in turn marketing is also content. Examples include HR manuals, social media strategies, annual reports, analysis reports, research, customer reviews, product evaluations, CEO blogs, Twitter messages, and content updates. Every time the company passes

As we all know, content is marketing, in turn marketing is also content. Examples include HR manuals, social media strategies, annual reports, analysis reports, research, customer reviews, product evaluations, CEO blogs, Twitter messages, and content updates.

Every communication of the company is a potential asset that can be shared. Each communication can help the company diversify, and in the long run helps define its brand and make it more secure with customers. But few companies have such a macro perspective and are releasing everything they produce. In some of the most diversified and matrix companies, few people can think of sharing content in this way to customers

When we started writing our social media strategy a few years ago, I chose Twitter. Those strategies have been pushed forward to help us become ideological leaders in social media and modern HR strategies. Many other organizations have done such things, including the Razorfish company, which has been widely used for its strategic approach. I know our methods can be replicated. But for most companies, copying a similar approach is not easy, and that's why I think it's time to find a new location for the company.

The company needs a content strategy and creative director. This person is at least the VP level and can report to the chief marketing officer. This makes it seem that the person is marketing, but she or he will be linked to each part of the company, and to guide the company to all published materials as content. Very important, they need to understand the importance of content to drive the development of the enterprise and to think about whether a piece of content is worth sharing.

I bet many executives think such people must be in the company, but I'm sure they're wrong. I think a lot of people think they're managing content, like the creative director of fashion companies, the chief marketing director of almost every company, the VP of advertising, and they're lucky enough to have the money to buy a lot of media. And to some extent they did. But their vision of content opportunities is narrow. I'm sure these executives are thinking about what they're advertising or what they specifically create for promotional goals. When companies start to look at any wealth as an opportunity for content, and a handful of companies are asked to think about the long-term implications of content, companies have a greater chance.

First, I assume that these people will be very introverted and cautious. They will spend the first month on a smooth course of filing, cataloguing manuals and company guidelines. Their mission is to determine how these riches are presented and set out in rules and connections with customers.

For example, Hermes's content supervisor can read RFP,RFP is used in 19th century when a purchasing director buys leather and describes a detailed valuation process. This unique way will make great content. I can also imagine that the content supervisor of Procter and Gamble, by looking up the patent of the company, finding the original formula of the stain, and then somehow turning it into a science experiment or contest in American high school, will certainly improve the reputation of the stain for innovation and customer-centric.

After spending some time in organizing the company, the content manager will help the chief marketing officer make a release schedule and gap analysis. They need to think about when content should be promoted, how many marketing strategies are synchronized, and when the content needs to be updated. They will work with various partners to create plans and activations, such as from publishers to agents to customers to employees. To ensure the efficiency of these programs, they need to communicate well with each part of the company.

In order to be successful, these employees must be inquisitive and curious--to have the spirit of a journalist, marketer, anthropologist--and have a deep system and an intuitive understanding of the company's mission. They must be creative and be the best team members.

Needless to say, they need to understand modern communication networks and equipment. I think it's really a cool show, and there's going to be a big rise in the company.