Getting a sophisticated content marketing program happening requires a significant degree of cross-functional alignment and co-ordination.
Leading B2B sales and marketing research consultancy Sirius Decisions says “no single function can own the end-to-end content process, but organizations must appoint a foreman who acts as the operational hub for process optimization and measurement”.
The foreman’s mandate must include the following responsibilities:
- Process (audit, internal marketing, cross functional interlocking and optimisation)
- Insight (personas and localization)
- Technology (content managemet system, content workflow management and sales asset management)
- Measurement (utilization, quality and impact)
Do you have room for a “content operations” executive who is focused on content quality and efficiency? If not, you almost certainly should.
Here is Sirius Decisions’ recommended content marketing roadmap: