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Content drives AEC firms Regardless of what else the future holds for B2B marketing, one thing is certain: Content marketing is here to stay.
M arketing communications. Social media. Graphic design. Media relations. Proposals. Internal communications. Event engagement. Brand management. Advertising. Presentations. Direct marketing. The list of responsibilities goes on, and the best organizational structure for a marketing/business development team responsible for executing these activities depends on a variety of factors unique to the firm.
Tina Howell GUEST SPEAKER
get the gist of each role’s primary responsibility. (Keep in mind that he didn’t intend for these to be titles, per se.) “Many marketing organizations are transforming themselves into publishing organizations, and as such, redefining key business roles that are and will continue to be vital to success over the next 10 years.”
Nothing earth shattering here, right?
How about if we take a look at marketing responsibilities through a different lens? One that positions the roles based on core competencies? I was introduced to this perspective last fall by Joe Pulizzi’s article titled “10 Content Marketing Roles for the Next 10 Years.” In it, he points out that many marketing organizations are transforming themselves into publishing organizations, and as such, redefining key business roles that are and will continue to be vital to success over the next 10 years. Since you may not have time to read his article, I’ll glean enough from Pulizzi’s list so you’ll
See TINA HOWELL, page 10
THE ZWEIG LETTER June 19, 2017, ISSUE 1205
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