EBlog

Why it’s time to hire Chief Content Officer

February 26, 2008 | Posted by: Lee

I'd like to create a new executive position in today's B2B companies called the Chief Content Officer (CCO).  Lycos had one way back in 1999, but I doubt many other companies have considered this.  So why do B2B companies need someone in charge of content? 

• The world is different today than even 2 or 3 years ago. 
  Today, consumers seem to have an unquenchable thirst for content and the web is the main vehicle used to distribute and access content. 
• The burden is shifting to marketers to create relevant, engaging, and useful content for visitors on the web.
  Consumers are looking for more than market/sales driven content.  They want information they can use on the job, something that makes them smarter, more knowledgeable about the issues they face on a daily basis. 
• They want content served up in different formats.
  Consumers are engaging more with video, Flash, podcasts, webinars, and the ever-popular "widget".  All requiring more thought, more development, and more content.
  

And with the growth in social media, it doesn't stop at your site.  There's all this content out there on other sites that's being generated by others.  A CCO would create a plan to monitor those conversations and determine how best to join in (more content).

Just creating this little bit of content, took me more time that I expected.  Let's face it, it's hard, it takes time, it takes dedication.  But, it's the key to the web and becoming more important every day.  It's what brings people to your site, it what creates awareness for you on other sites.  And because of its importance, B2B companies need a person in place whose sole job is to ensure it gets created, distributed, and updated.