10 Marketing Roles for the Next 10 Years

by Joe Pulizzi, Founder at Content Marketing Institute, Author of Epic Content Marketing, Speaker & Entrepreneur.  LinkedIn,  Jul 9 2013

Joe Pulizzi

Source:  www.linkedin.com/pulse/article/20130709111721-5853751-10-marketing-roles-for-the-next-10-years

Image Credit: Joseph Kalinowski

Did you know that nine in 10 companies create their own content to attract or retain customers? That content is then distributed through social media sites, blogs, email newsletters, webinars, magazines and even in-person customer events.

We are all publishers now.

Yet, according to Content Marketing Institute and MarketingProfs research, just one in three companies say that their content marketing is effectively driving business. Most organizations are so used to traditional marketing tactics that telling stories to create and sustain business opportunities is like using a muscle that has atrophied.

Content – The Asset

Think about the dynamics of content creation for your business:

  • Content is an asset. One story can be developed into multiple content assets, which can generate traffic and interest for years, if not decades. Most importantly, great content is the main driver for developing an audience — the greatest asset of all. Even Coca-Cola, one of the biggest spenders of traditional marketing on the planet, knows they can’t grow without spreading stories that drive an emotional connection with customers.
  • Regardless of what the economy does, or how your overall marketing spend changes, great content rises to the top and can continue to fuel your business.
  • Once an audience is created, an organization can generate cash from that content by selling products and services directly, or by selling access to its audience (in the form of advertising, sponsorship, or affiliate sales).

So think about it this way: What if our primary goal in marketing is to own content niches online; to build out our content assets to grow and maintain our audiences and subscribers (in order to sell more)?

As Content Marketing Institute’s Chief Strategist Robert Rose says, “In many businesses (especially in B2B), the marketing department is an order-taking, tactical function that runs on the hamster-wheel of demand generation, trying to keep up with “client” orders for new collateral, press releases, case studies and, at times, marketing-qualified leads (MQLs).”

If our new call to arms is around creating and growing owned audiences, it’s clear that our marketing skill sets may be, well, a bit out of date to stay competitive for the next decade.

The New Roles of Marketing

While there is no perfect structure for a marketing organization, it’s apparent that we are starting to see marketing departments transform themselves into publishing organizations. And with that transformation comes a shift in the key business roles that marketers must now fill. Don’t think of the list below as new job titles, per se, but rather as the core competencies that need to be accounted for across the enterprise.

Chief Content Officer

This is your content ambassador, also known as an organization’s chief storyteller. This person should be responsible for setting the overall editorial/content marketing mission statement and integrating that throughout the enterprise. As every silo (PR, email, social, search, etc.) starts to create and curate content, it is the CCO’s responsibility to make sure that the stories remain consistent and make sense to the audience(s).

Managing Editor

Half storyteller and half project manager, the managing editor executes the content plan on behalf of the CCO. Whereas the CCO focuses on strategy, the managing editor’s job is all execution, working with the roles below to make the stories come alive (including tone, style guides, and content scheduling).

Chief Listening Officer

The role of the CLO will be to function as “air-traffic control” for social media and your other content channels. This person should be there to listen to the groups, maintain the conversation, and to route (and/or notify) the appropriate team members who can engage in appropriate conversations (customer service, sales, marketing, etc.). This feedback is critical to our content actually making a difference with our customers.

Director of Audience

This person should be charged with monitoring your audience/buyer personas, making sure all content creators are intimately familiar with their characteristics, their passion triggers, and what actions you want them to take. The Director of Audience should also be responsible for building subscription assets (direct mail lists, email lists, social media subscriptions) that can grow and be segmented as your content mission matures and expands.

HR for Marketing

As every employee and stakeholder becomes a more integral part of the marketing process, it will be increasingly necessary for marketing to work closely with human resources to make sure that employees understand their roles in the marketing process and to help your organization leverage your employees’ audiences without creating conflicts or confusion.

Channel Master

Wherever your content is headed (social media, email, mobile, print, in-person, etc.), the channel master will be responsible for getting the most out of each channel. What works best on SlideShare? When should we send our emails, and how frequently? What’s the appropriate ratio of owned vs. curated content your business should distribute on Twitter? Who is keeping track of mobile strategy and execution?

Chief Technologist

As marketing and information technology continue to merge, there will be a need for at least one (maybe more) individual whose sole purpose is to leverage the proper use of these technologies into the content marketing process. The person in this role will be responsible for staying on top of these ever-increasing changes as they relate to the storytelling process — from calendaring and approvals to marketing automation, freelancer integration, and emerging technologies.

Influencer Relations

The role formerly known as media relations will evolve into that of a manager of influencers. This person’s responsibilities should include developing your “hit list” of influencers, maintaining direct relationships with them, and integrating them into your marketing process in the most impactful ways.

Freelancer and Agency Relations

As content demands continue to evolve (and increase), your organization’s reliance on freelance talent and other external content vendors will grow as well. Organizations will need to cultivate their own “expert” content teams and networks, and it will be this person’s job to negotiate rates and responsibilities so that all members of your team are united in their work on behalf of your marketing program.

ROO (Return-on-Objective) Chief

This person will be responsible for ensuring that there is an ongoing return on marketing objectives, and for communicating to all teams why your business is developing content assets in the first place. Do you have an analytics person in your organization? If so, give them a raise and make sure they understand the core objectives behind your content marketing.

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吸睛一億多的貨車系列廣告

貨車廣告,有啥好看,能吸引世界各國超逾一億人次?況且它不在電視播放,看的人都是在網上或靠轉傳收看。

主角是瑞典製造的Volvo(港、台譯名「富豪」、國內譯「沃尔沃」)卡車。此一系列廣告共6支,除在網上大熱,更獲得2014年康城雄獅國際創意節2個項目首獎(電影及網絡,Grand Prix)、5個金獎、5個銀獎及3個銅獎,獎項之多,羨煞不少旁人。

富豪卡車的負責人認為要在眾多貨車品牌中突圍而出,不能保守因循,必須勇敢地作出改變。他們找了以創作消費品廣告馳名的瑞典廣告公司Forsman & Bodenfors,為產品作出深入研究。廣告公司有兩大發現:(1)富豪卡車的員工對產品很有信心,尤其是其駕駛盤操作的靈活度及行車穩定性,比起其他品牌有過之而無不及;(2)另一樣發現,是卡車銷售很倚靠口碑,職業貨車司機都愛時常交換情報,購買新車時往往受同儕影響其最終決定。基於此兩點,廣告公司推出了一套從來未於銷售貨車中出現過的廣告;憑著它以口碑營銷。

1. 兩車之間走軟索

最初一條影片始於2012年8月,當時找來世界高空走軟索世界冠軍Faith Dickey當主角。兩輛巨型的富豪貨櫃車在南歐克羅地亞一條已建成但未開放使用的公路上準備,它們分占左右兩邊行車線,二者距離約有3至4米之譜,在兩車車頂之間盤了一條軟索。二者並排均速前行,Faith 要從一輛車頂走過軟索,踏上另輛車頂之上;最緊張的是前面不遠處有分設左右兩邊的隧道管道口,兩輛車向前駛入,將令軟索斷開。如果屆時Faith還未能完成任務,她將會撞向分隔隧道管道的牆壁,或從車頂墜落地上,甚至有生命危險。

Faith表示此乃她首次在兩輛移動中的物體上進行表演,加上直升機就在附近拍攝,刮起陣陣強風,難度相當之高。她在步出第一輛車邊時,亦曾失足跌倒,幸而安全設備齊全,她迅即爬到繩上再次站起來,一步一驚心,終於在接近隧道口前跳上第二輛車的車頂。

<iframe width=”560″ height=”315″ src=”//www.youtube.com/embed/1zXwOoeGzys” frameborder=”0″ allowfullscreen></iframe>

<iframe width=”560″ height=”315″ src=”//www.youtube.com/embed/ixcDi5HqfOo” frameborder=”0″ allowfullscreen></iframe>

2. 小倉鼠駕大貨車

兩車之間走軟索的影片,為富豪貨車奠定成功的基礎。影片顯示了貨車無與倫比的穩定性,即使在其上耍雜技也可能!一年後,富豪卡車乘勝追擊,採用同一策略,拍攝高難度的紀錄片,今次要表達的,是駕駛盤輕巧靈活,即使由一隻體重只有175克的倉鼠Charlie,亦能操控一輛重達15頓的大貨車軑盤。

Charlie怎樣能駕駛軑盤?首先,軑盤上加裝了一個罩狀圖環,就像把倉鼠籠內供牠跑步的圓環放大,平放在駕駛盤上。駕駛時,利用倉鼠在圓環跑上跑下的動力來轉動軑盤。Charlie在圓環內的左邊跑上,軑盤及卡車便轉左;牠在環內右邊跑上,軑盤及卡車便轉右;如果車要直行,牠便要停在圓環下端不爬上爬下。

為配合貨車工作的真實環境,拍攝的路段有相當的危險性,現場為一石礦場,路面崎嶇不平,路段有「筷子夾」彎位,又多斜坡,其中一段窄路的一邊是懸崖,其下為海。假若Charlie出現亂跑亂爬,軑盤便不受控制,意外隨之發生。所以拍攝時還是由專業司機負責看著前路,他要做的,是用紅蘿蔔引導Charlie在軑盤圓環上走正確的方向和位置,並控制油門與腳掣,避免任何差錯導致車毀人亡。

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採用倉鼠駕駛軑盤的意念源自廣告公司問富豪卡車的員工駕駛如何靈活,員工們表示該品牌的「風油軑」特別輕巧,只須一隻手指便可轉動整個軑盤;現在以一隻小小倉鼠的跑動來代替手指動作,更顯輕鬆容易,特別能深入司機們的心。

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3. 狂牛窄巷追卡車

 

做了兩個表演,第三個是要表達卡車在橫街窄巷內也能靈活駕駛、穿插自如。實驗在西班牙一個千年古堡Ciudad Rodrigo進行,該處街道狹窄、而且路旁有不少尖角突出,城門又矮又窄,對大卡車通過是一個考驗。為了加強實驗的刺激性,富豪方面還安排了8隻狂牛及一群特技人尾隨,牠們追著紅色的卡車,由圍欄直奔至古堡之外。

過程當然驚險刺激,為了補捉此段長2公里路段的「奔牛節」氣氛和神髓,導演安排了28部攝影機,包括一部環迴360度鏡頭、一部空中航攝,其中一部掛在帶頭牛隻的屁股上。整過過程富豪卡車都快速飛馳,僅以分寸間安全地穿過窄巷,到達城門時要把車外的倒後鏡摺起才能通過。終於全程人畜平安,雖驚險但無意外。事後牛隻被安排野外放養,從此退休。

<iframe width=”560″ height=”315″ src=”//www.youtube.com/embed/_BRoU1hw-CU” frameborder=”0″ allowfullscreen></iframe>

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找員工為品牌做代言人,往往不是一件容易的事,因為品牌要考慮的事情太多了:如果他遇上意外怎麼辦?如果他離職了怎麼辦?如果他被挖角跑到競爭對手那邊怎樣辦?如果他的政治立場與公司不一致怎麼辦?如何他是同性戀者又怎麼辦……如果把一切「如果」及「怎麼辦」加在一起,結論是「找個演員代替他吧」!

偏偏Volvo卡車公司願意迎難而上,找員工為品牌說項,更讓他(們)參與荷李活式的「特技演出」。因為該公司要證明:我們的產品絕對是「別家所無」的好貨色;我們不是空口講白話,讓我們的員工現身說法,他們信賴自家產品,甚至不惜以生命作賭注!

4. 站在吊鈎上的總裁

首先上場的是Volvo卡車的總裁Claes Nilsson,他身先士卒,爬上一輛懸在一個貨櫃碼頭巨型吊機吊著的FMX貨車上。地點在瑞典南部的哥德堡(Gothenburg)港口;當天氣溫只得攝氏8度,風速為每小時22哩。貨車在港口上被垂直吊起約20米(約65呎7吋),下面即為海面;Claes站在貨車上,對著直升機的鏡頭拍攝——為了取得最佳位置及效果,這短短的少於一分鐘的廣告,令總裁先生在半空中站了兩個小時。

他只是說了幾句話:「我知道影片要在YouTube上熱賣,需要一個很好的引子,把觀眾鈎著;(他手上拿出一個鈎)這就是全新Volvo FMX的鈎子;它以鑄鐵製成,並能夠鈎起重達32噸的物件。這比懸著的卡車還要重;所以您毋需任何顧累,因為全新的Volvo FMX是以最穩固的結構建造。」這測試顯示的,是Volvo車身渾然一體,能抵受極大的壓力,正好配合地盤重型器械運作的要求。

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5.  全身埋在地上的技師

為了證明Volvo卡車如何準確地裝配,如何一絲不苟,第5個實驗竟用上了有份裝配此卡車員工的頭顱!

技師Roland全身埋在西班牙一個荒郊的平原的泥土中,只把頭顱突出地面;背景資料告訴我們他的頭顱高275毫米。他戴上頭盔,嘴巴距離泥土只有幾十毫米,鏡頭就放在他的視平位置。他的背後遠處有貨車快速地駛過,他對著鏡頭說話:「各位好,我是Volvo卡車的技師Roland Svensson …卡車的重要部位都有堅固的鋼板保護,並有空氣彈簧及空氣流設計,故此車底與地面時常保持距離達300毫米,比我頭顱僅高些少…」說這話時,一輛卡車就在他的背後疾駛而過,他的頭顱正好在車底中央,驚險而無恙。貨車經過後,他還把手從泥土中伸出地面,脫去頭盔向鏡頭前的觀眾致意。噢!原來他是個光頭的!

<iframe width=”560″ height=”315″ src=”//www.youtube.com/embed/AoVI2KzO-_Y” frameborder=”0″ allowfullscreen></iframe>

6.  站於兩輛移動卡車的明星

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廣告開始時特寫著名荷李活影星JC Van Damme的面部,鏡頭慢慢地拉開。觀眾發覺這位動作明星並沒有做任何動作,他雙手交叉胸前,表現得氣定神閒;但背景好像有點兒移動,原來他站在兩輛Volvo卡車之外——他的左右腳分別踏在左面和右面的卡車上,兩車並排而行!鏡頭越拉越闊,兩輛大卡車的距離也越駛越分開,二者約有2至3米寬之譜;Van Damme的雙腿,隨著兩車分開而分開,最後成為一字馬;整套過程中二車始終並排前行,而Van Damme成為兩車間的人肉橋樑,難得的是他始終若無其事!

先後介紹過一系列6支網上熱傳的大卡車影片;以最後Van Damme一片最受歡迎,上載一個星期已錄得3500萬次點擊及轉傳紀錄。比較此片(實驗6)與實驗1在兩車間走軟索,其實以實驗1的危險性及難度更高,但實驗6好像從未有其他人做過,在創新及影像震撼力方面取得更高分數;結果亦吸引了更多觀眾認同。

在其眾多成功原因中,筆者認為此套火紅網上廣告的內容最是可取——它除了出人意表、突破其他卡車的實驗外,最聰明的,是廣告主把拍攝過程亦製作成影片,與廣告影片同時放到網上;此舉增強網民對實驗真實性的信心,因此樂於轉傳。

看似很普通的產品,如果能發掘出其優點,並加以恰當的說故事方式,其成功可待,就如這套Volvo大貨車系列影片一樣。

Live Test 1: The Ballerina Stunt Live Test 2: The Hamster Stunt
測試 芭蕾舞表演者兩車間走軟索 小倉鼠駕大貨車
參與車輛 Volvo FH 6汽缸D13C引擎 Volvo FMX地盤貨車 6汽缸D13C
駕駛者 Alan Jones; Jens Karlsson Seon Rogers
其他演出者 (世界走索帶冠軍,女)Faith Dickey(導演)Ankica Prugoechi(場地)南歐克羅地亞公路 (倉鼠明星)Charlie(照料者)Grace Dickinson(場地)西班牙Ourense Los Tres Cunado石礦場
推出日期 2012年8月 2013年9月
視頻(廣告) http://youtu.be/1zXwOoeGzys(3’22”) http://youtu.be/7N87uxyDQT0(2’00”)
視頻(幕後背後) (從表演者角度)(1’44”)http://youtu.be/ixcDi5HqfOo(駕駛者角度)(2’06”)http://youtu.be/l7SUJyWaqmM (幕後情況)http://youtu.be/hUF_PpJTwF8(2’25”)
主網頁 http://fmx.volvotrucks.com
Live Test 3: The Chase 360o
測試 西班牙奔牛
參與車輛 Volvo FL512 4汽缸D5引擎
駕駛者 Rob Hunt
其他 (場地)西班牙千年古堡Ciudad Rodrigo(特技總管)Lee Sheward
推出日期 2013年10月
視頻(廣告) http://youtu.be/_BRoU1hwCU(2’36”)
視頻(幕後花絮) http://youtu.be/ VksjoZKhv4g(2’54”)
主網頁 www.theChase360.com

 

Live Test 4: TheHook Live Test 5: The Technician
測試 可懸32噸的掛鈎 車底空間
參與車輛 Volvo FMX地盤貨車 Volvo FMX卡車
主演者 (Volvo卡車總裁)Claes Nilsson (Volvo卡車技師)     Roland Svensson
製作者 (導演)Filip Nilsson(場地)瑞典哥德堡Gothenburg (導演)Filip Nilsson(場地)西班牙特魯埃爾市Teruel
推出日期 2013年9月 2013年9月
視頻(廣告) http://youtu.be/Jf_wKkV5dwQ(50”) http://youtu.be/AoVI2KzO-_Y
視頻拍攝資訊) http://youtu.be/6tPMvYw9yEY?list=UUkKEthtUQHmBqIYZTHyfXoA(2’11”)
主網頁 http:// volvotrucks.com/fmx http:// volvotrucks.com/fmx
Live Test 6: The Epic Split feat
測試 在兩輛行駛中的Volvo卡車中間跨開雙腿
參與車輛 Volvo FM
主演者 荷李活影星Jean-Claude Van Damme
其他製作者 (導演)Andreas Nilsson(場地)西班牙
推出日期 2013年11月14日
視頻(廣告) http://youtu.be/M7FIvfx5J10
視頻拍攝資訊) http://youtu.be/Yatg89gi0nM
主網頁 http:// volvotrucks.com/fm

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