Guidelines and Roles for Content Management

Today nine out of ten companies are managing their own website content. This content is used to retain customers, bring in new ones, pass on to social media, blogged about, sent in newsletters, used in webinars, and even handed out at events and fairs! That’s a lot of reuse for the same content and a heavy strain on specific resources.

The Content Marketing Institute has said that just one in three companies feel their content is actually being used in the right manner and bringing in customers. This is because most organizations don’t have the specific skills to create the right content to drive in new customers. With content being used in so many different ways, it takes vertical knowledge and specific research to understand what is going to work and where.

Take these statistics for instance:

  • Sans-serif fonts work on the web, while serif can work on paper.
  • Warm colors tend to draw more customers on paper, with the opposite online.
  • Online content is generated to be optimized for size, while offline has no such restrictions.
  • Online media are “first-fold” oriented, meaning the first part of the page you see without scrolling down


These are some examples that show the differences in approach required for your content management strategy.

Content as an Asset
Strong brand advertising uses specific content that is meant to pull at your heartstrings, cause you to engage with the brand, and build a connection that is endearing over the long term.

However your marketing strategy changes, your content is going to rise to the top if it has value. It will remain accessible for years and will continue to engage people. Once you create an active audience for your content, you can sell current products and services as well as cultivate your target audience to introduce new and similar products.

Robert Rose says, “In many businesses (especially in B2B), the marketing department is an order-taking, tactical function that runs on the hamster wheel of demand generation, trying to keep up with ‘client’ orders for new collateral, press releases, case studies and, at times, marketing-qualified leads (MQLs).”

In the next decade, we will need to build and grow audiences that are genre specific and have been nurtured to like our content. This will require some thinking as Internet marketers and a change of mindset when companies are hiring new talent.

New Age Marketing Roles
With the changes that marketing will face, there are new roles to be filled. Whether you are a marketing firm that is scaling up to new demand or a small store that is planning its expansion strategy, you need to start thinking about these roles and how you can best fill the gaps in your organization.

Chief Content Officer
This position is your king of the castle. The CCO will be the one who tells the story for your organization. They will be the person spelling out the direction that the content is required to take, based on the mission that the organization has in mind. As different parts of the organization spin out different content for newsletters, brochures, search optimization, social media, etc, the CCO will be required to go through it all and ensure that the mission of the organization is intact.

Managing Editor
The managing editor will push into action the CCO’s content plan and vision. The managing editor is responsible for the execution of the strategy the CCO has planned out for different departments and verticals. This includes ensuring that style, scheduling and tone are in sync with the company’s vision.

Chief Listening Officer
The CLO is the eyes on the ground, the person in charge of listening to what the feedback from the market is saying. He/she also ensures that the content is received correctly and people have access to the correct content they require.

Director of Audience
The DoA ensures that the content generated is in sync with the mindset of the target audience, that the content has the right passion points, and that it is pushing towards the right action. They are also responsible for building mailing lists, both online and offline, and social media interactions.

Channel Master
With the differences in media, there is a requirement for someone to define how content is generated and how it will be optimized for different channels. The channel master provides the strategy for different areas of content. What time it should be released, what technology should be used, how it is to be released and so on.

As you can see, the future of content marketing is huge. It will weather search engine updates, changes in fashion and taste. We need to ensure that we use media correctly and plan out our strategies effectively. Keep in mind that these roles are not necessarily unique. Depending on the people available and the size of your organization, you will probably need to tweak them based on your specific requirements.