The One Thing EVERY Company Needs Today

is a Chief Content Officer.

If you’ve been following Fearless Competitor, you met such marketing luminaries as Joe Pulizzi of Junta42, Paul Dunay of Buzz Marketing for Technology (picture at left), Jon Miller of Marketo, Trish Bertuzzi of the Bridge Group, Scott Mersy of and Brian Kardon of Eloqua.

You also heard a recurring theme  around marketing content - content marketing, build a content factory, you need content.  As Paul says “Content is the final battle for marketing.”

Inside the Mind of the B2B Buyer (a VERY popular article!) showed that B2B buyers today look for compelling content at every stage of the buying process.

In addition, content marketing expert Joe Pulizzi of Junta42 and co-author of Get Content, Get Customers says “Content is the asset you create that becomes the foundation for your customer relationships.” Joe also says, in his “30 Content Marketing Truths for 2010″ “The Chief Content Officer is the CMO of the future.

Paul also posted a great article at Buzz Marketing for Technology. “Who is your Social Media Lightening Rod?” Hey, social media is content too.

It does not take an advanced degree to see the conclusion here. The need for action is there.

You get what you measure.  You get what you focus on. Prospective buyers want content. You need to focus on content. You need a leader in Content Marketing.

You need a Chief Content Officer.

Create the position of Chief Content Officer reporting to the CEO and let her “own” ALL content — website, blog, social networks, eBooks, White Papers, Webinars, Podcasts, Events, Direct Mail, Search Marketing, and Sales Messaging, etc.

She would own the insights to gather, like Ideal Customer Profiles, Value Propositions,  Buyer Personas and key objectives.

She should work closely on your company’s demand generation program and build metrics to track results.

Consistency and simplicity in messaging are the hallmarks of great marketing today.  Without a single leader, consistency and simplicity are impossible. Your Chief Content Officer is the person who can own this mission in your company.

What do you think? Do you have a Chief Content Officer? Are you planning to hire one? How do you measure and compensate him? We’d love to hear from you.

Check out our Thought Leadership Interview series.

Join us every Thursday at 8pm ET/5pm PT for Twitter chat about b2b demand generation. Just go to and enter hashtag #b2bchat.

Jeff Ogden, the Fearless Competitor, is President of Find New CustomersLead Generation Made Simple.” He’s also the author of two highly acclaimed white papers, How to Find New Customers and Definitive Guide to Making Quota, as well the ebook, Prospect Driven Marketing (and he’s about to start on his third white paper) and holds a BBA in Marketing from the University of Notre Dame.

Find New Customers helps business develop and implement programs to improve the way they find and acquire new customers using best practices in lead generation.

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