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, firms wanted senior leaders to spearhead the mixing of “content material advertising actions” into extra conventional advertising campaigns.

Right this moment, 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 appear to be in follow? 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.

Today’s chief content officer guides the #content that makes up every customer experience, says @Robert_Rose via @CMIContent. #ContentMarketing Click 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 vice chairman of content material advertising, head of content material advertising, editor-in-chief, and even chief storyteller.

Few held the “chief” title, as few firms thought-about content material a c-suite operate (like finance, operations, expertise, or advertising).

A number of services and products 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 vice chairman of content material, head of content material, or chief media officer.

The chief content material officers in these organizations concentrate on the inventive side of content material product growth. In media firms, 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 will not be 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 follow … was handled as necessary within the enterprise as its present services or products?

And why shouldn’t or not it’s? Content material makes up everything of communications from any firm.

Right this moment, nearly everybody within the group communicates straight with audiences, corresponding to prospects, companions, press, analysts, and staff.

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.

Take into account this: 71{be494ddd22770f7453cc1807072194712b284fbd829f3f520d9a94732f0307ae} of entrepreneurs in our current B2B analysis mentioned content material is extra necessary 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 prepare and coordinate not solely what advertising markets but in addition what gross sales sells, accounts service, PR relates, and HR recruits.

Consequently, content material management seems totally 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 will not be an inside, 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 the rest 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 targets. The content material group of right now and tomorrow builds audiences by way of 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 site visitors from revolutionary earned media and word-of-mouth methods. However in addition they assist visibility, transparency, and inside 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 shopper’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 optimization-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 shopper 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, vice chairman 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. You may as well use it to information your individual growth if the highest content material place is your objective.

Job description: Chief content material officer

Definition/description

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

Stories to

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

Place abstract

The CCO’s objective 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 inside 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 assets, and govt management. Thus, the CCO ought to count on to have a hand in defining, governing, and deploying the general model’s communication method.

Duties

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

The CCO’s major 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 artistic capabilities.

  • Design and implement content material methods, plans, and procedures that assist and prolong advertising and communications initiatives, each brief and long-term, and set up a repeatedly evolving content material follow
  • Set complete targets 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 assist a perspective and result in important behavioral metrics
  • Supervise the administration and upkeep of viewers personas, content material inventories and audits, buyer journey maps, Search engine optimization 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 assorted consumer experiences and throughout all applicable channels
  • Collaborate with the corporate’s senior inventive group leaders and channel homeowners on all initiatives to establish content material wants and alternatives to make sure effectivity and consistency throughout channels, verticals, and purposeful 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 expertise methods (e.g., advertising automation, e-mail administration, social media administration, analytics, and so on.)
  • Create an organizational construction and rent/supervise leaders in all content material verticals; handle the efforts of different group’s writers, editors, producers, and content material managers
  • Conduct ongoing usability assessments to gauge content material effectiveness; Collect knowledge and deal with analytics (or supervise those that do) and make suggestions primarily based on these outcomes; work with homeowners of content material to revise and measure content material and advertising targets
  • Set up efficiency targets and oversee ongoing measurement protocols to judge and optimize content material effectiveness. This consists of gathering knowledge and dealing with analytics (or supervising those who do), in addition to making suggestions primarily based 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 applicable
  • Take part in content material enlargement actions (investments, acquisitions, alliances, and so on.)

Success indicators

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

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

  • Constructive model recognition and message consistency throughout chosen revealed channels
  • Features in outlined buyer engagement metrics (measured by customers taking the specified motion – conversions, subscriptions, purchases, and so on.)
  • Web site and social media site visitors progress
  • Conversion metrics definition and progress
  • Enhancements in optimistic 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 by way of the gross sales/shopping for cycle
  • Creation of latest up-sell and cross-sell alternatives by way of content material evaluation and utility
  • A stronger enterprise-wide concentrate on driving gross sales, saving prices or creating happier prospects by way of content material

What we not noted of the CCO description

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

Nobody school diploma covers every thing you’ll want to 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 business would possibly matter extra.

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

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

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

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Cowl picture by Joseph Kalinowski/Content material Advertising Institute