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The Development of Content-Centric Leadership Roles
Enterprises will begin more digital marketing executive searches for leaders to oversee content initiatives. If 2015 was the year of the content manager or director, 2016 will be the year of content marketing executive recruitment for VP and higher roles. Content is not a channel; it’s related to every aspect of advertising, marketing, and communications initiatives. As such, it requires senior, strategic oversight — something companies are coming to recognize.
Content Goes Global
Many larger organizations are working to figure out how to manage content on a global level. What should worldwide teams of content marketing staffing look like? What tools work for international cooperation? How much central authority should exist versus local and/or regional input? What channels, audiences, creative, and messaging can be the same, and what needs differentiation on different continents, or in different countries?
As content rises in importance (and display advertising correspondingly diminishes), global content strategy will be a growing concern.
Check This Out: The Content Marketing Institute Offers Insights on its 2016 Research
Content Marketing Staffing with Analytics Talent Comes to the Forefront
For too long, sales has been the alpha and omega of content measurement. Don’t get me wrong, sales is the lifeblood of any organization. But it’s not the only measure of success, not in content nor in any other marketing initiative. I’ve been researching how forward-thinking companies are measuring other crucial aspects of content initiatives. These aren’t meaningless volume metrics such as “likes” and “follows,” but ROI-related analysis you can take to the bank (or to the CFO). Content marketing staffing will increasingly shift towards individuals with marketing analytics expertise. Companies wise enough to build content strategies have a huge advantage here — they’ll know what they can measure, as well as how to measure it.
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