Content Experience Ownership [Cheat Sheet]

November 27, 2019 Christine Otsuka

As marketing leadership, it’s your job to ensure your team has a firm grip on all aspects of the buyer engagement and education process. In most organizations, leaders know who is accountable for brand, demand, content, product, and customer marketing and the corresponding activities, campaigns and programs. 

But what happens when the experience isn’t all it should be? What happens when your buyers are receiving the wrong messages, inconsistent experiences, and dead ends? 

Who do you direct questions to? Demand or content? And what if these issues exist within a product marketing or customer marketing campaign? 

Content Experience Done Right and Wrong

All of these things—between consistency in messaging and experience—are content experience.

At Uberflip, we define content experience as the environment in which your content lives, the way it’s structured, and how it compels your audience to engage. 

When content experience is done right, it’s a wrapper for your content that is simultaneously branded, discoverable, consistent, and compelling enough to invoke action and promote content bingeing. When done wrong, well you get the example above—inconsistent experiences, dead ends, wrong messages. 

At Uberflip, we have a dedicated director who owns content experience with her team. But if you’re not there yet, your content experience isn’t doomed. You can spread out the responsibility across several members of your team. It’s not as important that you have a sole owner, it’s rather that you empower your team to take a stake in content experience. 

Because a lack of ownership means a lack of accountability.

If you don’t know who owns it, then… there’s a good chance no one does.

Content Experience Ownership in Your Organization

To help organizations understand that someone should own content experience in order to ensure it’s not being neglected (and therefore suboptimal) we developed this ebook Who Owns the Content Experience? But if you don’t have time to do a deep dive, we put together this cheat sheet to show you who could own it in your organization.

It will help you determine who on the marketing team and in your organization is in the best position to own what.

Content Experience Ownership

  ENVIRONMENT STRUCTURE ENGAGEMENT
CONTENT MARKETER
Content creation and management
   
X
DEMAND GENERATION MARKETER
Lead generation
   
X
DIGITAL MARKETER
Campaign and website performance / User experience
 
X
X
UX DESIGNER
User experience
X
   
GRAPHIC DESIGNER
Campaign and website performance / User experience
 
X
 
WEB DEVELOPER
IT infrastructure / Visual aesthetics
X
X
 
PRODUCT MARKETER
Product demand generation
   
X
SALES / ACCOUNT MANAGER
Sales and revenue
   
X

As you can see, we all have a part to play in content experience. In most organizations, the responsibility can fall to the content marketer, demand generation marketer, and digital marketer.

But the person with the biggest stake is sitting in the leadership seat (I’m looking at you 👀) because the buck ultimately stops there. So the question becomes… what are you doing to ensure your organization is providing a consistent, compelling, and binge-worthy experience?

About the Author

Christine Otsuka

Christine is an experience-obsessed marketer. Officially, she's Uberflip's Senior Content Marketing Manager, where creating engaging content experiences for marketers is a challenge she accepts daily. She believes that if you can't attract, engage, and compel that next action with your content, then why bother? She also has a thing for pugs, but who doesn't.

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