Unless you’ve just emerged from Sleepy Hollow, you know that the marketing landscape has changed dramatically. These days, everyone’s a marketer.
We’re using social media, blogging and sending email blasts. Competition for eyeballs has elevated the importance of great content.
It was infinitely easier in the old days
A colleague and I were talking about marketing’s evolution. In the old days, we had direct mail and advertising. We hired an agency, spent obscene amounts of money on print collateral, did some newspaper ads and it wasn’t as easy to measure its effectiveness. By contrast, today’s model is both easier and much more difficult because new roles have emerged.
Say good-bye to those old standbys of Direct Mail Manager and the Advertising Guy. Look out for:
Chief Content Officer (CCO). This is your chief storyteller.
One of the biggest changes in today’s marketing is that good marketing tells a story. Forget about boring people with what you can do. Show them how you’ve helped someone grow his/her business, get new clients, increase revenue. Explain how a new service is helping your team save money.
Managing Editor. Half storyteller and half project manager, the managing editor executes the content plan on behalf of the CCO.
Chief Listening Officer. This person is the air-traffic controller for social media and other content channels.
The job is to stay on top of breaking news to disseminate information. Identify what’s trending, what’s going on in the industry and the community. More importantly, what’s relevant—or how can you make it relevant—for your own audience.
Director of Audience. This person has a big job—not only monitoring your audience, but growing it.
This may be the biggest job of all. It doesn’t matter how great your product is. If no one is there to look at it, it really doesn’t matter. It takes time, commitment and tenacity.
Channel Master. Wherever your content is headed (social media, email, mobile, print, in-person, etc.), the channel master will be responsible for getting the most out of each channel.
Chief Technologist. Absolutely mission-critical—this is the person who keeps your channels up and running.
Freelancers/contractors. Departments are reaching out to people like me — external experts – to supplement their in-house teams. More employers these days are looking to smart, seasoned contractors to bring new skills and expertise.
Return-on-Objective Chief (ROO) . The analytics guru.
Give this person a raise and tell him/her to get to work—this is a huge job and it’s never been more important. One of the great things about today’s media is that we are able to measure the effectiveness of our efforts.
Tools like Google Analytics help us review web traffic and identify demographics and timing, making it infinitely easier to develop and execute campaigns based on our audience’s preferences.
In an ideal world, each of these roles belongs to a hard-working member of a dedicated team.
The reality? For many small businesses owners and entrepreneurs, they’re wearing all of these hats.