Editor's Note: Josh R Jackson is a contributing editor at BestMarketingDegrees.org. To complement the brand new content marketing classes in our updated catalog, he joins us to explain the responsibilities of a content marketing master.
After spending hours and hours of planning and posting content, many content marketers slip into thinking their role is simply an exercise in blog management.
They think, "As long as my blog is populated with new content, gets clicks (and the occasional conversion), my job here is done." Then they brush off their hands, and go home for the day.
Most content marketers know their role is not that simple - that there are search engine marketing (SEM) and search engine optimization (SEO) concerns that must factor into every editorial decision before posting an article.
But sometimes even great content marketers fall into the camp of complacency, and forget that producing quality content means wearing more than one (or even two) professional hats.
The best content marketers balance at least three professional hats, all of which intersect with other corporate departments: They are one part researcher, one part brand ambassador, and one part SEO expert. That’s why today’s blog manager should be working like a Content Marketer in Chief, otherwise known as a Chief Content Officer (CCO).
Content marketers - and especially blog managers - know they need to do their homework. They know that producing good content means researching what other blogs are releasing, teasing out trends in industry discussions, and developing new ideas that will establish their brands as thought leaders and innovators in the public arena.
If they are aware of search engine optimization practices, they also know that executing a good search engine marketing strategy means staying up to date on changes to search algorithms from the most popular search engines, which could affect their company’s place in search rankings.
With all these knowledge bases, a Chief Content Officer should know how and where to allocate resources in order to optimize content reach and production. This includes knowing when to hire out talent, when to pull the trigger on ad buys, and when to invest time and money in marketing technology that will provide further insight into the company’s target market.
Good blog managers know they need to get creative to produce the type of content that helps them rise in rankings. They should also know that to achieve brand recognition, they must encourage, manage, and project their own authority as an organization that pushes the envelope of thought leadership in their industry and knows what places them in Google Search’s top 10 search results.
For content marketers who have the mentality of a Chief Content Officer, this is where it becomes important to not only be a creative expert but also an SEO expert.
Chief Content Officers know all the tricks of the trade when it comes to search engine optimization. They are uniquely suited to harness the power of a variety of softwares and dashboards, pick up on industry trends, and find innovative ways to enhance their content’s placement via PageRank. The goal for Chief Content Officers is not just to make as many search results as possible, but also to expand their organic presence, quality scores, and relevant search traffic through an advanced understanding of how search engines and other websites value their content.
Blog managers and content marketers of all stripes should know that they operate on their company’s front lines. They should know that what they post and publish represents the voice of their brand; they are brand ambassadors, and first impressions determine how their organization is perceived by the public.
For content marketers that have the mentality of a Chief Content Officer, the content they publish is more than an exercise in brand management: it is an exercise in brand execution. Every blog post that’s published, every video or social comment that’s posted is where the proverbial rubber meets the road, where not only the content marketer’s vision for the brand comes into play, but also where each and every executive’s voice and vision for the company comes into play.
In other words, content marketing is how every theory about how a brand should impact its audience meets practice, where customer meets executive, and vice versa. That’s why content marketing is so much more than managing a blog.
Do you have what it takes to market content like a Chief Content Officer?
To learn how you can adopt the strategies of today’s best content marketers, check out our classes on content marketing from Content Marketers in Chief: Joe Pulizzi, Lisa Buyer, and Denise Robert McKee.