The Chief Content Officer (CCO) oversees all marketing content initiatives, both internal and external, across multiple platforms and formats to drive awareness and sales, engagement, retention, leads and positive customer behavior.
This individual is an expert in all things related to content and channel optimization, brand consistency, segmentation and localization, analytics and meaningful measurement.
The position collaborates with all departments to help define both the brand story and the story as interpreted by the customer.
Ultimately, the job of the CCO is to think like a publisher/journalist, leading the development of content initiatives in all forms to drive new and current business. This includes:
- Ensuring all content is consistent in terms of style, quality and tone of voice and optimized for search and user experience for all channels of content including online, social media, email, mobile, video, print and in-person.
- Mapping out a content strategy that supports and extends marketing initiatives, both short- and long-term, determining which methods work for the brand and why. Continuous evolvement of strategy is a must.
- The development of a functional content calendar throughout the enterprise verticals, and defining the owners in each vertical to particular persona groups.
- Supervising (when applicable) writers, editors, content strategists; be an arbiter of best practices in grammar, messaging, writing, and style.
- Integration of content activities within traditional marketing campaigns.
- Conducting ongoing usability tests to gauge content effectiveness. Gathering data and handle analytics (or supervise those who do) and advise/make recommendations based on those results.
- Working with owners of particular content to revise and measure particular content and marketing goals.
- Developing standards, systems and best practices (both human and technological) for content creation, distribution, maintenance, content retrieval and content repurposing, including the real-time implementation of content strategies.
- Leveraging market data to develop content themes/topics and execute a plan to develop the assets that support a point of view and educate customers that leads to critical behavioral metrics.
- Establishing work flow for requesting, creating, editing, publishing and retiring content.
- Work with technical team to implement appropriate CMS.
- Conducting periodic competitive audits.
- Supervising the maintenance of content inventories and matrices.
- Ensuring consistent global experience and implement appropriate localization/translation strategies.
- Participation in the hiring and supervising of content/story leaders in all content verticals.
- Creation of a strategy for developing SMS/MMS outreach and advertising, apps, etc. as needed.
- Work closely with management on all creative and branding initiatives to ensure a consistent message across channels.
The CCO is measured on the continual improvement of customer nurturing and retention through storytelling, as well as the increase in new prospects into the enterprise through the consistent development and deployment of content to each persona group. Success criteria include:
- Positive brand recognition and consistency across chosen published channels.
- An increase in defined customer engagement metrics (measured by users taking the desired action).
- Website and social media traffic growth.
- Conversion metrics definition and growth.
- Social media positive sentiment metrics.
- Customer feedback and survey data.
- Increases in key search engine keyword rankings.
- A decrease in sales/buying cycles.
- Clearly defining content distribution during particular stages of the buying cycle (lead nurturing).
- Identifying up-sell and cross-sell opportunities through content analysis, and deploying content assets for higher conversion rates.
- Primary criteria for success are customer and employee affinity. Success is measured around customer satisfaction and employee advocacy.