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If content is truly king, why aren’t more brands crowning a chief content officer? This is the question that has been posed by Reeton Media's Managing Director, Sheree Barrett-Lennard (née Mutton) in The Australian newspaper.

In an op-ed written for the national publication, Sheree looks at the emergence of a new role in the executive landscape – the chief content officer (CCO).

Here's an excerpt from the piece:

A decade ago content marketing was largely considered a trivial part of a brand’s overall marketing strategy and few brands were willing to invest significant time and money into it.

But in today’s world brands can no longer afford to think of content marketing as inconsequential, as a result of consumers being bombarded with brand messages every second of every day. They are also rightly wary of the rise of ‘fake news’ and increasingly distrustful of blatant marketing techniques. To be successful and thrive long into the future, brands need to connect with their customers on a deeper level through powerful and authentic storytelling. The days of faceless corporate entities churning out traditional marketing material are long gone.

This shift in the mix of marketing departments and the wider industry has seen the emergence of a new role in the executive landscape – the chief content officer (CCO). Increasingly, forward-thinking brands have recognised the importance of having an expert creator steering the content ship.

The reality is, content needs seamless execution using a comprehensive and consistent content strategy that is supported throughout the business and published across multiple owned media platforms. Where better to place someone than in the C-suite alongside other key executives?

The CCO is responsible for the brand’s content strategy, creation of content and the distribution of that content. They oversee all content initiatives, including determining what content marketing channels the brand invests in. But most importantly, they understand the brand’s audience – they know what they want and what will resonate with them.

Read the full story here.

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