Creating a Culture of Content
Transitioning to a Content-Driven Culture
In a content-focused organization, there are new engagement KPIs to attain, including social media metrics such as the number of retweets or hashtags for an Instagram campaign. It's critical that retailers have someone within their organization that understands how to leverage content as a differentiator. We've already started to see the emergence of this role — often referred to as chief content officers — pop up in the media industry, as magazines and newspapers shift to digital formats to grow their audiences. We've also started to see retailers add chief content officers to their executive teams. In addition to being responsible for the organization's content strategy, one of the most important roles of the chief content officer is creating a culture of content.
- Companies:
- Amazon.com