There is a new title rising in corporate America. The new title is the CCO or Chief Content Officer. This person is in charge of creating and managing content in traditional and emerging new media platforms.
When I worked as the programming manager of a television station, I can tell you there is a huge difference between content and marketing content. The difference is creating content people want to see and content you want people to see. The Chief Content Officer needs to work in developing the material that will be of interest to key target audiences.
The CCO has a different role in the organization. The focus is different and so is the return on investment. It’s a new role that can’t be left to traditional marketing directors.
The CCO pushes out content by creating blogs, white papers, videos, tweets, and posts. The new title is now at most large corporations and should be rolling out in smaller businesses as more of us experiment with new media. There is even a traditional magazine for the CCO.
As the Chief Content Officer for this blog I hope you enjoy the content.
I’ll probably never get that lofty of a title, but I consider myself the CCO of my company. It’s a daunting task, but you have nailed the job requirements, Mark. Create content that people WANT to see, and that can change from day to day. Good insight, as always.
As a marketing director, I always try to give our audience content they want to read. Granted I wrap it around the information that I want them to receive, but I’d say you’ve overstepped the bounds of generalization when you say that a “traditional” marketing director can’t create content that people want to see.