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3. Building The Team and its Charter

CMI x AMA Curriculum

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 teamEach charter has unique roles and responsibilities, and measurement requirements. 

  • Module: Content Marketing: The Six Steps of Content (15 Minutes) 
    The philosophy behind a content marketing team structure and the six steps of the Content Lifecycle.
  • Module: Content Marketing: The Purpose Canvas (15 Minutes) 
    The philosophy behind a content marketing team structure and the strategic purpose canvas for developing the content team’s purpose and structure. 
  • Module: The RACI Framework  (10 Minutes) 
    Here we will translate the purpose into a framework for creating the roles and responsibilities that will be used in order to deliver against that team’s purpose and structure 
  • Exercise & Case Study: Developing The Purpose Canvas and The RACI Framework (15 Minutes) 
    Reviewing our Workshop Case study and homework to perform on developing your own Purpose Canvas and a RACI Framework.

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.