Chief Content Officer
Sales Engine International - Austin, TX

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Position Summary
The Chief Content Officer (CCO) oversees all marketing content initiatives for our clients. This individual is an expert in all things related to content marketing including: Content creation and re-purposing strategies, channel optimization (email, web, social media, search, PR, etc.), segmentation and analytics.

This person will have both individual contributor and leadership responsibilities.

  • Individual responsibilities include meeting with clients to develop sales & marketing messaging, auditing existing content, developing a content strategy and an ongoing content development plan that meets the demand generation goals of our clients and aligns to the services we provide.
  • Leadership responsibilities include managing a team of direct reports including art direction, web design, video production, video post-production, copy writing and quality assurance team members. This team is made up of local and virtual domestic employees as well as an offshore team.

This person will report directly to the Chief Operating Officer (COO) and will collaborate with the departments of Marketing, Product Management, Customer Success and Client Services.

Responsibilities
Ultimately, the job of the CCO is to think like a publisher/journalist, leading the development of content initiatives in all forms to drive demand generation programs for our clients. This includes:

  • Ensuring all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels of content including online, social media, email, mobile, video and print. This is to be done for each buyer persona within the client’s ideal prospect profile.
  • Mapping out a content strategy that supports and extends marketing initiatives, both short- and long-term, determining which methods work for the client and why. Continuous evolvement of strategy is a must.
  • The development of a functional content calendar throughout the enterprise verticals, and defining each vertical to particular persona groups.
  • Supervising writers, editor, and video production; be an arbiter of best practices in grammar, messaging, writing, and style.
  • Integration of content activities within traditional marketing campaigns.
  • Conducting ongoing usability tests to gauge content effectiveness. Gathering data and handle analytics (or supervise those who do) and make recommendations based on those results. Working with owners of particular content to revise and measure particular content and marketing goals.
  • Developing standards, systems and best practices (both human and technological) for content creation, distribution, maintenance, content retrieval and content repurposing, including the real-time implementation of content strategies.
  • Leveraging market data to develop content themes/topics and execute a plan to develop the assets that support a point of view and educate customers that leads to critical behavioral metrics.
  • Establishing work flow for requesting, creating, editing, publishing, and retiring content.
  • Work with product management and engineering to develop scalable multi-tenant CMS for content syndication.
  • Conducting periodic competitive audits.
  • Supervising the maintenance of content inventories and matrices.
  • Ensuring consistent global experience and implement appropriate localization/translation strategies.

Success Criteria
The CCO is measured on the effectiveness and continual improvement content has on demand generation for our clients. A primary criterion for success is the measurable impact content has on our client’s demand generation efforts all the way through the funnel from inquiry to closed business.

Success criteria include:

  • An increase in defined customer engagement metrics (measured by users taking the desired action…i.e. conversions, subscription, purchase, etc.).
  • Website and social media traffic growth.
  • Conversion metrics definition and growth.
  • Social media positive sentiment metrics.
  • Customer feedback and survey data.
  • Increases in key search engine keyword rankings.
  • A decrease in sales/buying cycles.
  • Clearly defining content distribution during particular stages of the buying cycle (lead nurturing).
  • Identifying up-sell and cross-sell opportunities through content analysis, and deploying content assets for higher conversion rates.

Experience and Education Required

  • Bachelor’s degree in English, Journalism, Public Relations, Marketing or related communications field. MBA in marketing a plus.
  • 10-15 years of experience as a respected leader in multichannel content creation (marketing communications, publishing, journalism, etc.).
  • Experience with creating compelling messages for different target demographics.
  • Expertise in all major business software applications (Adobe Creative Suite, Microsoft Office, etc.).
  • HR-related experience including hiring, managing, performance reviews, compensation packages, etc. required.
  • Audience development and subscription strategies experience a plus.

Skills Required
The CCO requires a combination marketing and publishing mindset, with the most important aspect being to think “customer first”. In essence, the CCO is the corporate storyteller that must be empathetic toward the pain points of our customer’s prospects and clients. Specific skills required include:

  • Proven editorial skills. Outstanding command of the English (or primary customer) language.
  • Excellent business acumen and/or training as a print or broadcast journalist and has a “nose” for the story. Training in how to tell a story using words, images, or audio, and an understanding of how to create content that draws an audience (it is critical that the CCO retain an “outsider’s perspective” much like that of a journalist.)
  • The ability to lead and inspire large teams of creative personnel and content creators to achieve company’s stated goals.
  • Skill at both long-form content creation and real-time (immediate) content creation and distribution strategies and tactics.
  • The ability to think like an educator, intuitively understanding what the audience needs to know and how they want to consume it.
  • A passion for new technology tools (aka, using the tools you preach about) and usage of those tools within your own blogs and social media outreach. Social DNA a plus!
  • Clear articulation of the business goal behind the creation of a piece (or series) of content.
  • Leadership skills required to define and manage a set of goals involving diverse contributors and content types
  • Project management skills to manage editorial schedules and deadlines within corporate and ongoing campaigns. Ability to work in a 24 hour project cycle-utilizing teams or contractors in other countries.
  • Familiarity with principles of marketing (and the ability to adapt or ignore them as dictated by data).
  • Incredible people skills.
  • Basic technical understanding of HTML, XHTML, CSS, Java, web publishing, Flash, etc.
  • A willingness to embrace change and to adapt strategies on the fly.
  • Great powers of persuasion and presentation (Visio, PowerPoint)
  • Experience creating a resource or library of content organized indicating SEO, translations and version control.
  • Needs to be continually learning the latest platforms, technology tools and marketing solutions through partnerships.
  • Able to screen out sales pitches and look for the relevant brand and customer story.

Comfortable with acting as the company’s spokesman and advocate via media appearances, interviews, sales calls, trade shows, etc.


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