What Should the CIO Know About Content Marketing?

Interview 8 Highlights

June 5, 2013 -Content marketing can impact several areas of a company’s business from who’s in charge of the content creation to what tools will be used to measure success—and everything in between. How can the CIO use his position to help the company develop the most efficient and effective design for a content marketing strategy? Martin van der Roest of the Examiner is joined by Scott Able, the Content Wrangler, to take a look at the role of the CIO in a company’s content marketing strategy.

Scott’s bottom line on content marketing is, “getting the right information to the right people, at the right time, in the right language and in the right format.” This can involve breaking down the silos of marketing and technology, for example, creating an atmosphere of teamwork and creativity. Marketing shouldn’t drive it and IT shouldn’t drive it; it’s not a turf war. It should be a business decision that’s formed by both marketing and technology teams to ensure the proper tools and technologies are on board for successful execution of the content marketing strategy.

Key Take Aways

  • IT needs to be involved in the initial planning stages and ongoing support of a content marketing initiative
  • Technology capabilities need to accommodate the publishing platforms
  • Correct measurement tools need to be in place to track results
  • Marketing and technology need to work together for maximum result in content marketing

Listen Now

Interview 8 Assets

  • What Should the CIO Know About Content Marketing?

What Should the CIO Know About Content Marketing?

  • June 13th, 2013

Content marketing is not only about the efforts of the marketing team, but it will invariably involve the IT organization. The question is: What should the CIO know about content marketing and how can his team serve the needs […]

What Should the CIO Know About Content Marketing?

Interview #8 Transcript – June 5, 2013
Participants: Scott Abel and Martin van der Roest

Martin van der Roest: Welcome to the Content Marketing Examiner where we explore the content marketing lifecycle together with industry experts and practitioners. I’m […]

Related Articles

  • A Content Audit is About More Than Just Your Website

A Content Audit is About More Than Just Your Website

  • September 27th, 2013

The term “content audit” calls to mind having your website design analyzed and the content evaluated as to relevance, structure, SEO effectiveness, etc.

While this is a valuable activity, an organization-wide content audit can accomplish two important functions. One, this […]

  • How to get the C-Suite Sweet on Content Marketing

How to get the C-Suite Sweet on Content Marketing

  • June 18th, 2013

Sometimes the last holdout in moving from traditional marketing to content marketing is the C-suite executives or stakeholders who may not be completely sold on content marketing. Sales, Marketing and IT are generally geared up for making it happen, […]