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In order to strengthen LEGO?s brand image and reputation, the companystarted its corporate branding strategy in the 90s. As part of the company?s 3-year global marketing communication campaign,market research must be aligned with the goals and objectives of thecompany. In my research, there was no current template available for a Chief Content Officer job description. Thanks to our call out to the content marketing community a few weeks ago, we’ve put together a Chief Content Officer job description that can serve as a template for the lead storyteller within a brand.
The full text job description is below, but here is a link to a PDF version of the CCO  job description, as well as a MS Word document of the job description that you can use within your organization.
Katie McCaskey, Peggy Dorf, Don Hoffman, Wendy Boyce, Sarah Mitchell, Pam Kozelka, Kim Kleeman, Reinier Willems, Joe Pulizzi, DJ Francis, Josh Healan, Christina Pappas, CC Holland, Stallar Lufrano, Lisa Gerber, Kim Gusta, Cindy Lavoie, Jill Nagle, and Ann Handley.
The Chief Content Officer (CCO) oversees all marketing content initiatives, both internal and external, across multiple platforms and formats to drive sales, engagement, retention, leads and positive customer behavior. This individual is an expert in all things related to content and channel optimization, brand consistency, segmentation and localization, analytics and meaningful measurement.
The position collaborates with the departments of public relations, communications, marketing, customer service, IT and human resources to help define both the brand story and the story as interpreted by the customer. Ensuring all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels of content including online, social media, email, point of purchase, mobile, video, print and in-person.
Mapping out a content strategy that supports and extends marketing initiatives, both short- and long-term, determining which methods work for the brand and why. The development of a functional content calendar throughout the enterprise verticals, and defining the owners in each vertical to particular persona groups. Supervising writers, editors, content strategists; be an arbiter of best practices in grammar, messaging, writing, and style. Developing standards, systems and best practices (both human and technological) for content creation, distribution, maintenance, content retrieval and content repurposing, including the real-time implementation of content strategies.
Establishing work flow for requesting, creating, editing, publishing, and retiring content.Work with technical team to implement appropriate CMS.
Work closely with company’s Chief Design Officer on all creative and branding initiatives to ensure a consistent message across channels. An increase in defined customer engagement metrics (measured by users taking the desired action…i.e.
Clearly defining content distribution during particular stages of the buying cycle (lead nurturing). Identifying up-sell and cross-sell opportunities through content analysis, and deploying content assets for higher conversion rates.
Bachelor’s degree in English, Journalism, Public Relations or related communications field.
10-15 years of experience as a respected leader in multichannel content creation (publishing, journalism, etc.).
Expertise in all major business software applications (Adobe Creative Suite, Microsoft Office, etc.). HR-related experience including hiring, managing, performance reviews, compensation packages, etc. The CCO requires a combination marketing and publishing mindset, with the most important aspect being to think “customer first”. The ability to lead and inspire large teams of creative personnel and content creators to achieve company’s stated goals. Skill at both long-form content creation and real-time (immediate) content creation and distribution strategies and tactics. The ability to think like an educator, intuitively understanding what the audience needs to know and how they want to consume it.
A passion for new technology tools (aka, using the tools you preach about) and usage of those tools within your own blogs and social media outreach.

Clear articulation of the business goal behind the creation of a piece (or series) of content.
Project management skills to manage editorial schedules and deadlines within corporate and ongoing campaigns.
Familiarity with principles of marketing (and the ability to adapt or ignore them as dictated by data). Experience creating a resource or library of content organized indicating SEO, translations and version control. Needs to be continually learning the latest platforms, technology tools and marketing solutions through partnerships.
Comfortable with acting as the company’s spokesman and advocate via media appearances, interviews, sales calls, trade shows, etc.
Thanks to all of those people that enabled the creation of this Chief Content Officer job description, including: Katie McCaskey, Peggy Dorf, Don Hoffman, Wendy Boyce, Sarah Mitchell, Pam Kozelka, Kim Kleeman, Reinier Willems, Joe Pulizzi, DJ Francis, Josh Healan, Christina Pappas, CC Holland, Stallar Lufrano, Lisa Gerber, Kim Gusta, Cindy Lavoie, Jill Nagle, and Ann Handley. Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE!
Thanks, Joe – this is REALLY well-done and such a great resource as we venture into new territory and start to see more CCO’s everywhere! Thanks Joe, very comprehensive, it covers all required aspects of content requirement in an organization, good luck to your team!! It can also be used to strengthen the image of LEGO as a “good play”toy.Relationship MarketingRelationship marketing is a concept that stresses the importance ofdeveloping long-term win-win relationships with prospects and customers. The primary purpose of market research according to Baines andChansarkar (2002) is to gather information which will allow a company of anorganization to make better, more informed decisions.
An interview isconcerned with gaining insights and determining meaning from aninteractional relationship between interviewer and interviewee. Gathering data and handle analytics (or supervise those who do) and make recommendations based on those results.
Success is measured around lifetime customer value, customer satisfaction, and employee advocacy.
In essence, the CCO is the corporate storyteller that must be empathetic toward the pain points of the customer.
Ability to work in a 24 hour project cycle-utilizing teams or contractors in other countries.
The CMI group includes the Junta42 content agency matching tool, Chief Content Officer magazine and Content Marketing World, the premier international content marketing event. Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc.
My boss and I are in the process of redefining my role as we try to up our content game, and this document will be a big help to us!
Savvy companies are hiring corporate reporters (similar to your Chief Content Officer description)and are tapping into the skill set of former news reporters and journalists like myself. It isa marketing communications approach that is aimed at establishing profitablerelationships with loyal customers.
Market research isclosely linked to the marketing concept as it implies a customer focus, that thecustomer is central to the activities of the company, and the opinions of thecustomer are highly valued and useful aid in decision-making (p.
In-depthinterview is the communication between an interviewer and the individualparticipants. Working with owners of particular content to revise and measure particular content and marketing goals.
We are able to easily create a steady stream of content, craft compelling stories for internal and external communications, and offer a fresh perspective on the business world.
Relationship marketing according toDuncan (2002) is marketing seen as relationships, network and interaction. This is applicable forexperiential brands such as LEGO.LEGO was a strong umbrella brand, guiding the company though extensiveinternational growth as well as product innovation. Itis aimed at establishing long-term relationships with customers.The relationship marketing strategy of LEGO will focus on the different playmaterials that it offers based on the market segments.

However, in the 1980s andthe 1990s, brand extensions and product sub-categories have resulted to afragmented LEGO brand. TheMarket Research Society of the United Kingdom defines market research as“the collection and analysis of data from a sample of individual ororganizations relating to their characteristics, behavior, attitudes, opinions orpossessions. In-depth interviews usually lasts for an hour and the interviewermay ask open-ended questions. In order to deal with the challenges facing LEGO ofmaintaining the company heritage and at the same time allowing continuousinnovation and expansion, the company employed a corporate brand strategy.The corporate brand strategy of LEGO was made up of 4 cycles.
It includes all forms of marketing and social research such asconsumers and industrial surveys, psychological investigations, observationaland panel studies” (MRS 2000 cited in Baines and Chansarkar 2002).In order to LEGO?s market research to be successful, the company mustbecome more consumer-centric. The objective of the in-depth interview is toprobe the respondent?s answers in order to identify underlying reasons andmotivations.
Play materials (0-5) consists of LEGO Primo (sets of toys for children frombirth to 36 months) and LEGO Duplo which targets basic bricks and themedsets at children in the 18 month to six-years old age group.2. The firstcycle focused on stating the foundation for the corporate brand and linking itto corporate vision. The company must focus its researchinitiatives on the consumers rather than its competitors. Discussed below aresome of the market research methods that LEGO can use in its 3-year globalmarketing communication strategy.Focus GroupsFocus groups or group discussions is one of the most popular form of marketresearch.
The interviewer is free to let the respondent explore a number ofissues related to the central themes of the questions (Baines and Chansarkar2002).Like focus groups, the data that can be gathered in in-depth interviews tend tobe subjective. The traditional LEGOBasic and LEGO System, which has more than 150 different sets based on arange of themes designed to appeal to boys.
A focus group according to Baines and Chansarkar (2002) is aninformal discussion conducted with approximately eight to twelve people whoare assembled by a business or research agency to discuss some aspect ofmarketing. Lastly, the fourth cycle focused on integrating vision, culture andimage (Schultz and Hatch 2003).In the next three years, corporate branding will remain as a strategy tostrengthen the LEGO brand and the reputation of the company.
Play materials (7-16+) pffers a range of LEGO Technic products, based ona technical design and construction system. In the nextthree years the LEGO brand will create a strong image and reputation in theminds of the consumers by the different offerings of the company. The focus group research method can be used by LEGO in assessingand studying consumer preferences, needs and wants. This has recently been joined byLEGO MIndstorms, a new kind of system using a microcomputer which allowschildren and adults to build robots that are capable of moving.Strengthening Lego?s Brand Image and ReputationLEGO group has embarked on a research in order to find out how consumersconnect with the LEGO brand. Thecompany will still focus on the consumer experience with LEGO that servesas communicator of the LEGO brand. Focus groups can beused by LEGO to determine which products and product features must bedeveloped and improved. In conjunction with LEGO?s revision of brandarchitecture, the company did a research, which aimed to study howconsumers see and connect with the LEGO brand. According to Baines and Chansarkar (2002), focusgroups can be assembled to discuss the following:1. It has been found throughresearch that consumers? images of the LEGO brand differed by marketsegment. The Asian and Latin American consumers, onthe other hand, view LEGO as an innovative and fun brand.In order for the company to dig deeper into the differing opinions ofconsumers and to have more understanding of how parents and childrenconnect with the brand, the Global Branding unit initiated ethnographic studiesof families with children in many locations around the world. These studiesreveal that in every culture, play is an important aspect of childhooddevelopment and of life.
The studies also reveal that parents and childrenassociate the LEGO brand with bricks, construction, creativity, imagination,and the experiences of authenticity and autonomy. The core values of LEGO that will be communicated tothe employees and will be embedded to the organizational culture are self-expression, endless ideas, playful learning, active fun and trust.

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