Chief Content Officer

Joe Pulizzi of Junta42 and the co-author of Get Content, Get Customers says

"Get serious about content in your organization. The title of Chief Content Officer is starting to pop up in more and more businesses.  Why?  Because content is a strategic marketing device that can drive substantial revenues, so it must be taken seriously.

Content is the asset you create that becomes the foundation for your customer relationships. Give ownership to someone that can help guide your content ship. It is the foundation of a great demand generation program.

Seth Godin, the guru of marketing writes that The future of marketing is in the content you create and distribute. Be prepared."

Paul Dunay, Buzz Marketing for Technology in the article "Using Content to Build Trust in B2B Marketing" noted that a study found it takes between 3 to 5 "touches" to engage a prospective client and turn them into a high quality sales lead. The lesson here is that 'one and done' messaging won't work. And to ensure you don't overdo it, you need to leverage the power of social networks for some of those touches. You don't just need content, you need a LOT of content.

I'd like to add that companies succeed when messages (in content) are simple, consistent, unexpected and repeated. Lead generation comes from content. How can your company create these messages all the time?

The only way to have consistence is to, as I like to say, "Have one head to pat and one butt to kick."

You need a Chief Content Officer.

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