Content marketing is a fairly new discipline and, as such, it is not yet fully understood within most organizations. For any program to get off the ground and stay aloft, it must have an internal champion. In many firms, the champion (or champions) are the CEO and/or a top marketing executive; some firms have even taken the step of creating the position of CCO, or Chief Content Officer.
Among the responsibilities that fall under program leadership are:
Leaders must be effective communicators within the organization and must also have a solid, hands-on understanding of the sales process and customer needs. They need to keep their fingers on the pulse of content marketing best practices, because they are changing and growing more sophisticated at a very rapid rate.
- Determining objectives
- Guiding and articulating strategy
- Evaluating messaging themes
- Determining priorities, goals, milestones, and measurements of performance
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