Make room in the c-suite for another CEO: the chief editorial officer
After a stint working with cable networks in the US, Dan Ilic realised Aussie brands were failing to embrace the most essential CEO on the block: the chief editorial officer.
It’s time for Aussie brands to take digital seriously, knock up a corner office and add some lines in the budget for implementing compelling content as a core strategy for communication.
In the future, every company will have a second CEO. A chief editorial officer.
Over the last few years, I’ve worked in digital media publishing and cable television in the USA simultaneously. And I’ve noticed a pattern.
Magic word.
“Budget”
It sounds like you’re trying to justify a job for yourself in the C-Suite rather than actually have a point.
Content marketing is an oxymoron.
If there’s one thing people hate more than advertising, it’s advertising masquerading as content.
And before you say “content marketing isn’t advertising”, ask yourself:
a) Are you paying for space and time to deliver a message that is aimed at achieving a commercial outcome?
b) a), again.
Content is not a strategy, it is an execution. Branded content (that adheres to transparency guidelines) works for specific brands, in specific categories. And even those brands don’t have a ‘Chief Editorial Officer’.
Conclusion 3.
Dan Ilic doesn’t know the difference between average minute audience and cumulative audience reach over time.
Hope this was written under the auspices of being a comedian.
The attitudes expressed in the previous comments may be the reason Australia is always playing catch up to the rest of the world. When shown how the big boys play we’re too scared to get in the same game.