Investment in content marketing marches forward, with marketers producing more and more content each year; however, there needs to be more process rigor along the content supply chain including analysis of what content is and isn’t working. Enter the Content Operations role. 

Erin Provey does a nice job in the below referenced post explaining the importance of this Content Operations Role, as well as presenting the four jobs that don’t get done without this role in place:

• Librarian: A b-to-b organization without a content operations function is like a library without a librarian. 
• Air Traffic Controller: A b-to-b organization without a content operations function is like an airport without an air traffic controller (and perhaps missing a control tower altogether).
• Inventory Specialist: A b-to-b organization without a content operations function is like a warehouse without an inventory specialist.
• Analyst: A b-to-b organization without a content operations function is like a research firm with no analysts. 

My two favorite comparisons are the Air Traffic Controller and the analyst. As Erin indicates, the air traffic controller needs to manage a central editorial calendar to ensure that all groups of an organization are working towards the same goals and content productions plans. The content operations role will not only orchestrate this process, but will also ensure the tactics of calendar management are maintained. (Content Calendar Template: 12 Must-Have Fields)

The analyst’s role of content operations is to gather and share best practices. In addition, this person/team will measure the impact of content across marketing and sales pipeline, demonstrating content marketing’s contribution to the organization and improving content ROI. (Generate More Leads with Data-Driven Content Marketing (top content metrics to use)]

Check out Erin’s full post at the link below to learn more about the importance of this content operations role. Also see this tactical guide for how to create your own content strategy as part of raising the bar for content operations.

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