Content marketing is it ! No doubt about that.
However there are some new jobs and tasks you will be facing in order to orchestrate the content creation and publishing as not just any content will be interesting enough to carry your marketing forward.
As a Marketing Director you have to change your job focus from a marketer to a:
Instead of being a buyer of ad-space or trade show floor space you are now a publisher.
2. Creative director
Just like in the movies as the creative director you are overseeing all aspects of your content product.
3. Executive editor
Besides of being creative you also need to make sure about the completeness by overseeing all the work of other creative people and having the final saying about what is to be published or not.
The same informative content over and over again won’t help spreading the word about your products or solutions. You need innovation and innovative over and over again.
The content you produce (can be by someone else) is not about you or your company. It has to appeal to your target market: their problems, their hassles and their required solutions.
You have to aim at it carefully and avoid talking about you or your company.
As content marketing will be handling much more aspects and revealing much more information than conventional marketing about the products, views, takes and insights in business of the company, much more resistance by Executive management, Board of Directors and even manager will be encountered. This will require your political skills to get the content published.
The change for Marketing Director
This is quite a change for the average marketing director of any company – probably most are not up to the task as you change from a buyer of services to a leader of a creative team.
Maybe you better stick with conventional marketing as content marketing will become a challenge and hassle too early too soon too much.
What will your future be? marketing director or Content marketing director ?