When a model creates a brand new content material advertising or content material technique staff, they usually ask, “What perform or division ought to the content material staff report back to?”
My reply? “Sure!”
Now, I’m not attempting to be a wise aleck. (Effectively, I’m a little bit bit, do you even know me?) However severely, my sure comes from years of serving to implement content material groups in dozens of companies. My affirmative response signifies an important factor isn’t to whom content material studies; it’s that content material groups report back to the enterprise.
When it studies right into a perform, equivalent to model, advertising, gross sales enablement, demand gen, PR/comms, and even (sure, actually in a single case) finance, the enterprise acknowledges content material advertising is an actual factor with actual duties, energy, and capabilities to have an effect on enterprise outcomes.
“What outcomes?” you may ask.
Effectively,