By Robert Rose published April 7, 2015

New Era of Marketing Requires New Skills

Training-white-paper-Cover

We’ve just finished our Intelligent Content Conference, our amazing Executive Forum, and our 100th client advisory engagement. It’s time for a little bit of reflection.

The exponential growth of content marketing has revealed an interesting skills gap that is hindering the efforts of companies to transform content marketing from a promising set of experiments into an agile, scalable, strategic function in the business.

As brands expand their use of content and rich media assets to deliver engaging experiences to their customers, they are using a whole new lexicon and set of skills. Teams responsible for content planning, production, and measurement must be able to work together, speak the same language, and be focused on a common set of tasks even when geographically dispersed.

Brands create content marketing teams from different sources — in-house, agencies, and freelancers. This structure creates the potential for a modern-day Tower of Babel – people try to communicate with one another, but each speaks a different language and they differ on what content marketing is.

Making the picture even more complicated is the evolving role of the modern marketer, which is clearly in a state of flux:

  • 64% of marketers expect their role to change in the next 12 months, according to the Digital Roadblock report from Adobe.
  • 40% of those same marketers went on to say they want to reinvent their role as a marketer – but only 14% feel that they know how.

The content marketing skills gap will continue to widen unless companies take steps now to enhance the skill sets of their teams to keep pace with the evolution of content strategy and marketing. There are only two ways to accomplish this:

  • Train teams to have common and relevant skills.
  • Hire people with the necessary experience and background in content marketing (which, as we’ve seen, is getting harder and harder).

Both solutions have implications for practitioners and the companies that hire them. Companies that focus on developing the skills of their teams recognize the impact a well-educated content marketing team can have on the brand. Practitioners who take responsibility for their own development will advance their careers and gain the knowledge to secure both funding and senior-level support for their content marketing initiatives.

As content marketing grows, it must demonstrate ROI and contribute to the strategic direction of the organization – just like any other operational function. To help companies and practitioners continue their education and take a more strategic, operational approach to content strategy and marketing, we have published a new white paper that:

  • Explores eight key marketing challenges facing organizations today
  • Explains how they may impact your business
  • Describes what CMI is doing to help you address them.

Click here to download this new white paper: New Skills for a New Era of Marketing.

Ready to learn more about professional training and education for content marketers? Read this New Skills for a New Era of Marketing white paper and join us at 2 p.m. EDT Tuesday, April 21, for a webinar on the trends in content marketing contributing to the growing skills gap and to learn more about CMI’s growing online training program. Register today.

Cover image by Joseph Kalinowski/Content Marketing Institute

Author: Robert Rose

As the Chief Strategy Officer for the Content Marketing Institute, Robert Rose leads the client advisory, education and training practices for the organization. As a recognized expert in content marketing strategy, digital media and the social Web, Robert innovates creative and technical strategies for a wide variety of clientele. He’s advised large enterprises such as FedEx, Dell, AT&T, KPMG, Staples, PTC and Petco.                                                                                                                                                                                                                                                                                                                                    Robert’s highly anticipated second book - Experiences: The Seventh Era of Marketing, has just been published. His first book, Managing Content Marketing, spent two weeks as a top ten marketing book on Amazon.com and is generally considered to be the “owners manual” of the Content Marketing process. Robert is also the co-host of the podcast PNR’s This Old Marketing, the #1 podcast as reviewed by MarketingPodcasts.com. Follow him on twitter @Robert_Rose.

Other posts by Robert Rose

Join Over 170,000 of your Peers!

Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Get Inspired: 75 (More) Content Marketing Examples FREE!

  • Shai Geoola

    Robert, fantastic white paper. Thank you for sharing! Cheers

    • http://www.adaptivemarketer.com Robert Rose

      Glad it resonated Shai…. Thanks for reading!!

  • michaeldavid005
  • murphybell0003

    < …After— i quit my desk job one year ago, I was blessed to get introduced

    to this job opportunity on-line which was a lifechanger… They offer

    jobs for which people can do what is required online from their comfort

    of their home . Last payment after doing this job for them for four

    months was 10000 bucks… Great fact about the job is that the only

    thing required is basic typing and connection to the internet—

    —>Read for more info <-

    ========================

  • http://seamster.io/ HeySeamster

    @robert_rose:disqus I am interested to know your take about using smarter software to solve some of the challenges discussed in your paper. How are people solving the challenges now, do you know?

    • http://www.adaptivemarketer.com Robert Rose

      Hi there…. I don’t think software is the ultimate answer… I think software helps scale the ultimate answer, or provides for efficiencies (as any tool does). In other words, a software tool helps us do more of a task, or do a task more efficiently (or both). But ultimately these are a set of “human skills” as new positions are created on our teams. And, I believe that whether we are training teams, or planning for our own career developments getting “good at it” will be the key to success.

      • http://seamster.io/ HeySeamster

        @Chuck Frey:disqus I 100% agree with you and @Robert Rose:disqus. At the end of the day someone has to drive the “car” if you will. The challenge we face is building technology that gets out of the way to allow for better workflows, collaboration and ultimately better content creation.

        Very happy I found this article. Hope to be at next year’s conference.

  • http://mindmappingsoftwareblog.com/ Chuck Frey

    HeySeamster, as we learned at CMI’s Intelligent Content Conference 2 weeks ago, much of this data already exists, but is currently trapped in separate marketing technology applications. We can expect to see vendors connect the dots in the next several years. Ideally, this will provide marketers with a more complete dashboard view of what’s happening and what they need to do to improve the results of their content marketing initiatives.

    • Guest

      ❖❖✔❖✔I RECEIVED FIRST DRAFT OF $13000!@ak28:

      …..

      ➨➨➨➨http://WorkOnlineCheck.com/lives/positions

      ✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭✭

    • Guest

      ☞☞☞I RECEIVED FIRST DRAFT OF $13000!@ak14:

      …..

      ➨➨➨➨https://WebCoinInfo.com/home/position

      ✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬✬

  • @GlobalWordsmith

    There’s a need for a change in mindset and business culture. As Henry Ford said “If I had asked people what they wanted, they would have said faster horses.”