Blue Ferret Content Consulting

Where Should Content Sit in a Business? Under Operations

Most businesses lump content under 'Marketing.' That's not where it belongs. Yes, it does involve itself in most marketing campaigns. Websites, email, blogging, ads, etc. But is that all content does for you? Nope, not by a longshot.

Does documentation belong in Marketing? Of course not. Yet it too is content. What about product/service descriptions? Nope, those fall under Engineering or Customer Service.

How quickly the notion of putting content under Marketing falls apart!


Content Props Up Everything


Content Props Up Everything

Content needs and must have a central role in your business. Content underpins the company's brand. Its reputation. Its communications (ALL of them).

These elements affect every aspect of the business' operations.

Is this all marketing? Nope. It's operations. Every-day, core business operations.

That's where content belongs.

It's not a marketing expense. It's a business asset.


Content Operations Setup


10-Second Guide to Setting Up Content Operations

Okay, so you want to place your content resources where they should go, in Operations. Organizationally speaking, what should you do?

First, designate an "owner" for all company content. This could be a COO (some larger businesses have a CCO), a Content Strategist, a Content Manager, or a VP of Ops.

The content owner directs content as a business asset. Treat it as you do the brand, or your core product/service.

(It helps to think of content as another product. Because it is. I'll talk more about this in another post.)

The content owner should have access to, and authority over, all content-related resources the business has. This includes full-time writers, freelance content marketers, designers, and Marketing team members who work with content.

Don't. Let. Anyone. Frame. Content. As "Just part of Marketing." They cheapen it by doing so, and cause a break between content operation and business day-to-day.

This break manifests itself as poor customer reception, low-performance websites, communication problems, or even product/service failure.


Business Crash


No amount of marketing will fix those.


#business writing #content operations #copywriting