E-commerce Link: Before a Brand Can ‘Act Like a Publisher,’ It Needs to Get Organized
Choose Your Model
To enable a systematic and strategic approach to content marketing, you need to adopt an organizational model that will govern your content operation. There are multiple ways to structure your organization for content; you’ll want to select a model based on your budget, capabilities and goals for content creation.
These three models represent different points on the spectrum, from low investment to high investment:
1. Center for Excellence: Serving as a go-to resource, the Center of Excellence can help identify and fill content needs while providing education and best practices to the larger organization. It’s led by a team of experts who serve as internal consultants for content creation and production.
This is the model that GE follows, given its small, centralized global marketing team and limited budget for content creation. The same is true for Diageo, which leverages its many agency partners to operationalize its content and uses a third party to execute its content.
2. Cross-Functional Chief Content Officer: In this model, a senior executive with cross-departmental authority oversees all content initiatives and sets a global content strategy for the organization. This executive has the expertise to align the strategic and tactical aspects of content, and may or may not have staff.
Case in point: American Express OPEN manages its content strategy internally, but outsources content production to agencies and media partners. Similarly, HP maintains a small, centralized content marketing team that creates content and works with external partners to curate and distribute content.
3. Content Division: Internally staffed and funded, the content division is responsible for developing, creating, disseminating and managing content. Like a publisher, it produces large-scale, high-volume content and tends to operate as an autonomous group.
Red Bull, for example, maintains a full-scale media department that is aligned to its brand. SAP also is organized like an internal publisher, with an editor-in-chief and freelancers contributing to the content production.