While talking shop a while back with a friend who is the editor-in-chief of an international news magazine, veteran marketer Anna Griffin and the journalist realized just how similar their occupations actually were — that marketing chiefs are increasingly the editors-in-chief of their own organizations.
“The primary role of both our jobs is not only to ensure good content from all of our organization’s creators, but also to ensure that it’s being effectively and efficiently produced across hundreds of different writers covering different topics across hundreds of work streams, and that it can be ready for distribution across a multitude of different platforms: apps, web, television, streaming video, print, mobile. And all of that effort must be relevant to the subscriber or customer opting into our content, because it resonates,” said Griffin, CMO of enterprise platform Smartsheet, during the company’s Engage conference last October.
Shepherding the curation and dissemination of content has become a key role for today’s marketing chief with digitization and the explosion of content channels. And as the pandemic has shaped the future of work over the past year, the content role of CMOs has become even more urgent, as the narrative around daily business and how it is conducted has evolved so suddenly and dramatically.
For Ian Barkin, chief strategy and marketing officer of Sykes Enterprises, the Tampa, Florida-based…