They Don’t Know Who You Are – or They Don’t Care. That’s a Problem.

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[Read more]( By Jodi Harris [Content Creation] Some more of this week's best stuff: - [How One Brand Grew a Massive Audience by Building a Content Hub [Example]]( [by]( [Ann Gynn]( Strategy] - [Don't Let Content Marketing Be a Dead-End Career [New Framework]]( by Robert Rose [Editorial Process and Teams] - [50 of the Best Social Media Tools Selected by Top Marketers]( by Aaron Orendorff [Editorial Process and Teams] - [Forget Super Bowl Ads – Brands Took Their “A” Game to Twitter [Content Marketing Examples]]( by Content Marketing Institute Team [Trends and Research] Join Our Weekly Wrap News Crew Did you come across an exciting content idea, unique example, or puzzling trend this week? Help us share it with your fellow Content Marketing Institute readers by completing [this form](. If we include your submission in an upcoming Weekly Wrap, we’ll credit you as the source of the inspiration.  A Note From Robert Rose They Don’t Know Who You Are – or They Don’t Care. That’s a Problem. Political strategist Paul Begala once said, “Washington is Hollywood for ugly people.” I’ve lived in both cities. There are plenty of arrogant celebrities in both. But I've only heard one person use the narcissistic phrase “Don’t you know who I am?” in a non-joking way. It happened after an event at a Washington hotel. My wife and I stood in line waiting to hand our ticket to a valet who would retrieve our car. A well-known senator (I won’t say who) cut in front of us. “Excuse me, sir,” I said, “there’s a line.” He glared at me and asked, “Sonny, don’t you know who I am?” I smiled and answered, “Yes, I do. I just don’t give a ….” (I may or may not have used some colorful language.) An almost identical version of this exchange happens in company discussions of content strategy. But the meaning behind it is almost completely different. A director at a big consumer brand recently told me that his content strategy team was brought in late to most projects. For a new product launch, for example, the team didn't learn they'd need to create content to support it until after the positioning was set, the campaigns planned, and the creative completed. By the time they found out, their deliverables were already late. And then the team learned it would also need to review all the content to make sure it was structured properly, had the appropriate metadata, and met the required brand guidelines. The director was concerned about the oversight. He asked me, “Don’t they know who we are?” I told him they may or may not. But they don’t seem to care. A content strategy team that’s expected to set standards for creating, managing, and activating content without being empowered to do it can’t provide any value to the business. Asking that team to “create some content” to fill a gap in marketing’s capacity is like asking a team of writers to fix a movie that’s set to premiere next week. More detrimental even than the unempowered team is the misunderstood content team. I’ve seen too many content teams start with a strategic set of responsibilities, only to become content order takers. The team ends up being so busy producing content that no one remembers they’re supposed to be leading the strategy behind it. Then, when the team finds they’ve been overlooked in the marketing process, they ask the business equivalent of “Don’t you know who we are?” The rest of the business shrugs its shoulders. Or, worse, they know, but they don’t care. A wise friend once said something I’ll never forget: “It’s not what you do. It’s what they think you do.” As a content marketer or content strategist, you have to communicate who you are and what you do. And you have to make sure the rest of the business not only knows but also cares. It’s your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute This article from Robert is available only in this newsletter for you, the newsletter subscriber. If you have friends that would see value in Robert's weekly updates, please have them [subscribe](.  Content Marketing Job Listings Currently on a job search? Thinking about switching gears with your career? Please check out our job listings below. Available Positions: - Content Marketing Manager, Nava, Remote, USA - [Learn More]( - Content Marketing Manager, Lansinoh Laboratories, Inc., Alexandria, VA - [Learn More]( Interested in posting a job here? Please see our [CMI Careers page]( for more info.  A Word from One of Our Content VIPs:  Transform customer experience Exceed customer expectations, eliminate silos, and take control of your content lifecycle. Our collection of resources will help you discover what a seamless, connected content lifecycle really looks like with Sitecore Content Hub™. 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