3. Team Structure and Operating Models
About the Class
Content is best served as a strategic function in the business. In order to create that function we must make decisions about the charter of the people who will perform the activities of it. Our purpose framework of Producer, Product, Processor, or Platform can help marketers build a purposeful, functional team. Each charter has unique roles and responsibilities, and measurement requirements.
- Module: The Wicked Problem of Content Ownership (15 Minutes)
Explores the challenges of assigning roles and responsibilities in content strategy. Introduces the six major responsibilities of content and why clear ownership is critical for success. - Module: The Purpose Canvas (12 Minutes)
Presents the Purpose Canvas tool to help define your content team’s function and scope. Explains how to chart your team’s location on the internal-external and siloed-integrated spectrum. - Module: The RACI Framework (23 Minutes)
Modernizes the classic RACI model to clarify decision-making and accountability in content teams. Shows how RACI can reduce friction and improve collaboration across teams.in order to
About the Instructor
Robert Rose
Chief Content Advisor, Content Marketing Institute
Robert is the founder and Chief Strategy Officer of The Content Advisory – the consulting and advisory group of The Content Marketing Institute. As a coach and strategist, Robert has worked with marketers at more than 500 companies including global brands such as adidas, Roche, Salesforce, NASA, and Hilton.
Robert is the author of four books. His latest, Content Marketing Strategy, was published by Kogan Page in September 2023, and was called “a rich and much-needed understanding of content marketing” by Professor Philip Kotler. Robert is also an early-stage investor and advisor to a number of technology startups, serving on the advisory boards of a number of companies, such as DivvyHQ, and BrandLens.