It’s an ongoing question in business organizations today: Who owns content strategy? The answer: Everyone!
I apologize if this post has any inklings of a rant; it’s not intended that way. But are we still fighting over who is responsible for content strategy? I would argue it needs to be top of mind for everyone in the organization.
We are in the “golden age” of content strategy. The space is maturing and has moved beyond content folks, to CMOs, and now to the CEOs.
Every business organization today needs to generate content and publish it. Every business activity needs a plan. Therefore, content strategy is a necessary business function for any company that engages in any marketing.
Content strategy is a complex discipline which requires the expertise and advice of people who know and practice it every day. However, recognizing the value of creating content and publishing it is something that doesn’t require expertise.
What’s needed today is buy-in from the top of business organizations that content strategy is a key priority for any marketing. How does a company show its commitment to any such marketing strategies? Give it a healthy budget.
The smart folks at top agencies in the world already get it, as do many of their clients. I had the opportunity to attend this month’s Content Strategy PDX meet-up in Portland that featured members of the team from Waggener Edstrom.
The purpose of their session was to advocate for the role of public relations (PR) in content strategy. As an agency that does PR and marketing in all platforms for some of the largest companies around, such as Microsoft, they get it.
Their team gave an informative overview of the space and the considerations of formulating a content strategy, followed up by real-world examples of how those strategies have been executed by Microsoft with great success.
It is the type of presentation that is needed to convince reluctant CMOs, CFOs or CEOs that content marketing is one of the best marketing investments that a company can make. It’s not a tactic and it isn’t owned by just one department.
Content strategy is owned by everyone. It requires an organization to really think strategically and to discuss its core values, mission, and messaging. Once those pieces are solidly in place, any tactics will emerge organically from them.