Traditional forms of B2B Marketing are no longer enough in today’s digital world. Our customers are looking for valuable and helpful information, not hype.
Many B2B Marketers are becoming publishers and using the fine art of storytelling to attract and retain customers. While the move to content marketing is a hot topic in B2B Marketing, many organizations are struggling to figure it out.
In a recent panel discussion at the Business Marketing Association’s (BMA) Blaze conference, I joined three amazing content marketing professionals to discuss whether your organization needs a Chief Content Officer – someone in charge of your content resources.
Joining me on the panel was Joe Pulizzi, Founder of the Content Marketing Institute as our moderator, Todd Wheatland, VP and Head of Thought Leadership & Marketing, KellyOCG and Jodi Navta, VP, Marketing and Communications, Coyote Logistics.
Here is a very brief summary of the major points.
What is Content Marketing?
I started the discussion with this definition of Content Marketing as “The management of a company’s content resources and activities in order to produce the most effective business outcome.”
Todd and Jodi also brought in the nuance of content marketing as including the content that is not developed for sales.
33% Believe Their Content Marketing is Ineffective
Joe mentioned that in B2B Marketing organizations, 90% are doing content marketing, 60% are increasing their budgets but only 1 in 3 or only 33% feel that they are effectively managing their content resources and asked why? He believes that the “campaign mentality” is the biggest cause of this.
Jodi mentioned that content needs to be created with intention and with quality in mind. Todd said that their organization has put content at the center of everything they do. I believe that the main reason is that no one is in charge of making sure content is effective. I also added a point about the importance of having an “editorial mindset,” or directing content resources to systematically create content that people want to consume and that drives a business outcome.
Do Organizations Need a Chief Content Officer?
Todd started by saying yes! We need someone to be a “custodian of the customer interest.” He also suggested that we do not need the same kind of collateral we needed just a few short years ago.
I said that I believed we needed someone who could challenge those who ask for the kinds of content that no one reads or uses.
And Jodi added that someone needs to own establishing the voice of the branded content.
How To Get A Documented Content Strategy?
Todd’s suggestion was to start with the CEO, sell-in the value of Thought Leadership and start with a pilot.
Jodi added that she didn’t ask for permission and “just did it.” Then she created a role for chief content officer who’s main function is to define and communicate the organization’s content strategy.
We covered content for social media, content gating and subscriptions and a whole lot more in this discussion about the need for a chief content officer…