Your company’s primary means of communication is content. Your content strategy can boost or sink your brand, your relationships, and your entire company. It’s the responsibility of your chief content officer (CCO) to set, share, and uphold your company’s key messages through content.
This makes the position of CCO one of the most pivotal and complex roles in your company.
The best CCOs are more than just writers, managers, or salespeople. They’re all of these things, and they work across several departments to develop unique, valuable content that distinguishes your company and drives new business opportunities.
Doing content right takes design and editorial skills as well as industry expertise, and finding someone with the right mix of talent and knowledge is not easy. The ideal CCO profile will vary depending on your company’s needs, but there are some key traits you should look for:
It goes without saying that you need to use care in making this hire. Here are a five tried-and-true interview questions that will help you find the right CCO:
The hiring process is just the start. After you’ve hired a CCO, remember that she has a big job to do. Maximize her chances for success by giving her the right resources to deliver results. Your new CCO needs a content management system, content and knowledge management processes, and potentially even outside help from vendors as you scale content or change distribution methods.
Most importantly, make sure your team is committed. Some company leaders grow impatient if they don’t see radical results within three or four months. Solid content strategies can take up to a year to produce the ROI you’re hoping for, so set realistic expectations.
I am a Vice President of Influence & Co. I'm passionate about entrepreneurship, technology, Mizzou, and all St. Louis sports teams. I've contributed to Forbes, Entrepreneur, Under30CEO, and Linked2Leadership.