The Difference Between Content And Content Marketing
As the line between content and content marketing blurs, columnist Rebecca Lieb shares thoughts about what lies ahead for content professionals.
Increasingly, brands are making room for executive content roles within their organizational structure. I’ve been studying content roles in the enterprise for some time now, and realize there’s an issue that’s not yet been addressed.
What’s the difference between content and content marketing?
There’s a much-vaunted, but rarely-seen-in-the-wild title of chief content officer. That role has executive purview and cross-functional authority.
A chief content officer has reach into R&D, product, HR, customer care, internal communications — all areas that don’t ladder up to marketing. And of course, the larger the organization, the greater the remove (or the silos) can be between departments and divisions.
A content marketing executive, in contrast, focuses on content exclusively within the confines of the marketing organization. While the content marketing chief (or vice president, director,...
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