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 Rose is the chief troublemaker at Seventh Bear, where he helps marketing teams break free from stale routines, rediscover their creativity, and make an impact that actually matters. He’s been called a strategist, an innovator, and—by at least one former boss—“a dangerous amount of fun.”
Since 2010, Robert has served as the Chief Strategy Advisor at the Content Marketing Institute, where he helped shape it into the world’s leading content marketing education and training organization. Over the past decade, he’s worked with more than 500 teams — from Salesforce and SAP to Roche, Capital Group, and Adidas — helping them balance the art and science of modern marketing.
He’s the author of several books on marketing and creativity, including his latest, Valuable Friction: How to Deliberately Stand Out in a World Obsessed with Speed. And Robert’s master class is the American Marketing Associations’ certification course for Content Marketing Strategy.
You can connect with Robert on LinkedIn or follow him on Threads @RobertRose.