The Chief Content Officer Is Dead; Long Live Content Marketing

Although some firms consider hiring a chief content officer (CCO) a best-practice, it turns out that bringing an executive on board at that level hasn’t been realistic at most companies.

Most B2B organizations (other than publishing, communications, and media companies or agencies) don’t have a person with chief content officer title who has a seat at the CEO’s table.

Not to worry, though: similar to the results of a Content Marketing Institute and MarketingProfs study, a 2016 study conducted by Curata found that 75% of companies are increasing their investment in content marketing, and 43% are increasing staff levels.

Chief marketing officers have recognized the need for a core content marketing team, led not by a CCO but by a content executive (typically with a marketing operations manager or writer/editor title), who develops and orchestrates a content strategy across the company.