- The Big-Picture dude
- Understands the business inside out
- Bang up-to-date on content marketing
- Communicates well with stakeholders
- Good facility with all media
- Student of Sun Tzu
- A journalist/analyst type
- Knows where the goodies are in the company
- Great at ferreting out knowledge and stories
- And packaging them up into briefs
- Student of James Spangler
- Bastard love-child of journalist and copywriter
- Master of all formats and media
- Turns unstructured gobbledy-gook into clear, compelling stories
- Does it fast
- Student of George Orwell’s essays
- An information salesperson
- Master of all media & formats
- Great at structure & hierarchy
- Message first, design awards third
- Student of Edward Tufte
- Lives in the analytics
- Great at turning data into insight
- And insight into firm recommendations
- Great at setting up stuff to track
- And convincing people to tag their links
- Student of Richard Feynman
- Project manager
- Complete/Finisher
- Firm but fair but friendly
- Loves them spreadsheets and project plans and editorial calendars
- Actually believes deadlines are deadlines
- Student of Henry Gantt
- Meets with marketers to define a sales-ready lead
- Understands the role of content through the buying cycle
- Says thank you when real leads are dumped in lap
- Happy to attribute that sale to a content-generated lead
- Buys Bruichladdich Ten for marketing team annually
- Student of Dale Carnegie
- Knows how to share content so others share it too
- Fluent in Facebook, LinkedIn, Twitter, Pinterest, Slideshare…
- Has a gazillion (relevant) followers
- And a reputation for sharing good stuff
- And helping others
- Student of Tina Brown
- Knows the difference between CPM, CPA and ROI
- Great at pay-per-click — in search engines and social media
- Will try anything – a natural experimenter
- Great relationship with the Data Geek
- Proves the return on every dollar invested
- Student of Warren Buffett
- Lives and breathes Revenue Performance Management
- Drives marketing automation like a BMW
- Speaks Salesforce (or other CRM)
- Knows how to model attributions
- Owns the funnel: content in, money out
- Student of Florence Nightingale
- Keen eye for the keyphrase gap
- Good at optimising without killing copy
- Keeps on top of Google’s latest whim (Pandas, Penguins, Potato-heads)
- Never buys a link
- Owns no black hats
- Student of Pythia
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Doug Kessler February 18th, 2013
By all means. We’d be happy to contribute.