Search, social, penguin, panda. Websites today require a content strategy and someone to oversee it.
People have been using the web to find information since day one. It’s amazing that content hasn’t gotten the premier position it deserves until now. But that’s what social media has done. Sharing content through social networks increases that content’s value exponentially through the power of recommendation. If a user says something is good, it carries much more weight than if a brand, media outlet, agency, or salesperson says the same thing. And content can be anything, whether it’s hot off the presses or exhumed from the archives. A creative touch can put value on anything, and it becomes content.
“A head of Content Strategy, Creation and Distribution … should be at least VP level and report to the CMO. It makes sense that this person lives in marketing, but they are going to have to build relationships and bridges to every part of the organization and teach companies to think about all published materials as content. Very importantly, they must evangelize the importance of content in driving business results and help the entire company think about whether or not a piece of content is worth sharing.”
Soon all the social networks will want to use your likeness and words to place implied recommendations on anything for sale. The more your content is shared, and the more shareable it is, the more social power will come into your selling. Today’s marketing requires every website to have a content strategy and someone to drive it. Think “content.”
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