Content marketing: Telling Meaningful Stories

What titles should I use on my content marketing team?

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Content marketing titles are all over the place! Dare I say they are out of control? Maybe that’s too strong but the lack of uniformity is there. Even for a guy who makes a living in making lack of uniformity work for organizations. 

Being unique has a certain level of not being uniform!

Nonetheless content marketing titles that are all over the place can be confusing to anyone from people tying to get into the field, to job seekers and even hiring managers!

For example, I’ve seen VP of Content roles who are supposed to do all of this: 

  • Write blogs 
  • Designs infographics 
  • Run SEM campaigns 
  • Duties that nobody else can or wants to do because they outrank you

I worked with a lot of talented people and I’m not sure any of them are expert level at ALL the things. Some of them – sure.

Then I’ve seen virtually the same roles with titles of:

  • Content strategist
  • Content marketer 
  • Director of one thing or another 
  • Manager of everything ⬅️ Extremely loose paraphrase 

And of course it doesn’t help when you have people – like myself included – who make up new roles. Examples I’ve blogged about include:

  • Content marketing journalist 
  • Chief Office Politics Officer 
  • Storyteller > content creator

My apologizes for participating in the mad dash to create new titles. So what’s the solution? Follow my guidelines below, of course. Bahaha. 😱👍😍

VP/director of content marketing roles 

These are leadership level roles that in many companies  shape strategy and run a team. That does not mean they can’t get in the weeds but no team or strategy development or input equals a different title. 

Don’t get me started on having Executive VPs without having VPs, etc. 

Bonus thought: Fancier titles at the same pay as others don’t help you pay bills quicker! 

Content marketing manager 

Managers supervise (or preferably lead) people. No direct reports equals no mananger title.  Side snark: Having three    managers with one direct report each shouldn’t justify a manager title! That probably should be one manager and five reports.

Content marketing strategist 

I love this title because it can be flexed many different ways (but that doesn’t mean one person does all these tasks – that would be hypocritical, of course). Speciality tasks can be:

  • Writing 
  • Interviewing
  • Distribution 
  • Social 

Again, one person doesn’t do all these things but a well-rounded team of content marketing strategists does these tasks. Think of it like this:

  • Content marketing strategist (writer)
  • Content marketing strategist (social)
  • Etc.

Other titles that can be used and that should be pretty self-explanatory:

  • Writer/blogger 
  • Social media strategist 
  • Distribution strategist 
  • Analyst 
  • Project manager 
  • Designer 
  • Etc.

If you have all six of those specialty roles on your team – Congratulations 🎉🍾 🎈 It must mean things are going well and the organization has seen the value of content marketing. 

In a nutshell, keep titles simple and closely aligned to what people do and what it’s called in the rest of the industry. It should make things easier in the long-term. 

As we are moving forward in a maturing content marketing field some uniformity in titles can be helpful. How else will we know what somebody did when we consider hiring them?

If we ever get the uniformity in titles it’ll probably be just in time before the next major evolution in digital marketing. Still worth striving for, though. 

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Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph ctrappe@christophtrappe.com 319-389-9853

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