Content marketing has been embraced by businesses large and small. There’s far less of a need to buy media when you can create it yourself.
Another great article by Rebecca Lieb of the Altimeter Group.
She argues that content marketing is now done best when the whole business is engaged, not just the marketing department, and that a new role has been created: the Content Boss.
"That balance has shifted. Content is the germ from which other marketing initiatives grow and flourish.
"Because content, by definition, does not involve a media buy, earned media (social and PR) serve as the amplifiers that spread the message, create traffic, momentum, awareness, sharing or other desired goals.
"The content boss, therefore, is charged with closely collaborating with the social media team to create a cross-channel publishing strategy to engage the target audience and encourage or induce them to spread the message."
But strategizing, creating, assessing, disseminating, evaluating, and monetizing content doesn’t just happen by itself. Someone’s got to actually do it.
How do organizations determine who that someone is? There are certainly plenty of possible roles that can oversee, or play a role in, content marketing. Here are just a few of the most obvious examples:
-Chief Content Officer/ VP of Content
-Chief Marketing Officer
-Social Media Director/Manager
-Videographer (production, editing)
-Everyone (or very nearly everyone)
For a great job description, see this chief content officer job description (http://blog.junta42.com/2011/04/chief-content-officer-job-description)