Who’s in charge? Why you need leadership.


One of my favorite B2B marketers, Paul Dunay, (@pauldunay on Twitter, Buzz Marketing for Technology) recently wrote a great blog article entitled “Who’s Your Social Media Lightening Rod?“

Paul’s article is so important, I wish to share it with my readers.

Paul’s point is that you need a leader for social networks. I agree with Paul, but I recommend you solve the social media challenge  differently. Go a bit higher and focus on Content, which also includes social networks.

What do I mean?

You need to produce consistent, simple, compelling content. But how can you produce such great content across all platforms — blogs, websites, podcasts, webinars, videos, Twitter, Facebook, etc.? Ardath Albee of MarketingInteractions, who’s one of the savviest B2B marketers out there, talks about viral content - content so intriguing that people wish to share it.

I believe you need to carve out a space for a Chief Content Officer.  The CCO shall oversee everything related to content - spanning the website, blogs, social networks, online video, webinars, podcasts, events.

Create viral content on an ongoing basis?

Put someone in charge.

You need a Chief Content Officer.

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 http://tweetchat.com/ 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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