The job offers for content managers that companies are currently recruiting are an exciting read. Through the way they envision this new profession with necessarily still vague outlines, companies are in fact betraying the type of strategy they are engaging in and the mistakes they are about to make …
The style “hi my post! “
The mind startup is necessarily to be around people. Here we are cool. We can even perfume ourselves with adjectives that do not eat bread: “dynamic, motivated …”.
Yeah. Advice to the future candidate: “My dear post, ask them what it shows concretely the fact that they are so dynamic, motivated and that they like talents. How do they pay for a good idea? And more precisely a good article, or a “post” that hits the headlines on Facebook or LinkedIn? How do they concretely measure the effectiveness of this creativity? With which indicators (KPis, if you prefer)? What do they do with it then? What is their method for bouncing a good idea since marketing automation and support for the purchasing process are not part of the job? ”
If, at the end of these questions, you are answered as if you came from the planet Mars … you can fear the worst: these people are interested in “content” as I am interested in my stocks of staples for stapler. Do not forget to buy them, on occasion.
All that matters for the bosses of this organization, however, is that they see themselves well in the photo. When you write the word “group” three times in fifteen lines and with a capital letter, please, it smells of the “Tobacco Bar” complex (from the expression “be proud like a tobacco bar”, itself stemming from the traditional expression “to be proud like Artaban”, name traditionally given to the kings of the kingdom of Parthie in antiquity, famous for taking the melon at the least occasion).
When we talk about the notoriety and the image of the company on the web at this point, it is that we stayed in the “old-fashioned marketing – first year” stage. It’s about making the most noise and waiting for the fallout. Your mission, my dear post, if you accept it, will therefore be to make ramdam.
The sentence that kills?
“Create and distribute content adapted to different channels”. When you consider that it is the distribution channel that conditions the content, and not the reader to whom we are addressing, it is that we sink straight into the wall … and honking our horns (ramdam obliges).
At no time is the recipient of the content mentioned in this ad, as if it were of no importance.
Where are they going to crash?
A content manager of this type is therefore doomed to pick up because of conversion rates that cannot progress. An increasingly expensive cost of acquiring the customer, managers in the midst of a technical illusion, all of this announces the banker who will become cranky.
The super-cool super pole that joins the group with a large G under the direction of the VP will quickly find itself in the heart of a cyclone for which it risks being made responsible. But why don’t everyone who knows us become customers?
He’s not even hired who is already being asked to
natively and naturally have skills that cannot be
from one and the same person, or at very high prices. It should
manage partnerships, e-reputation, social networks, web writing,
emailing campaigns, copywriting. What about window cleaning?
An old law of sociology of organizations applies perfectly here: job offers looking for sheep with 5 legs are always the sign of a big problem of organization and business strategy. This is obvious here. To consider that the post of content manager has for essential mission to work “the notoriety”, it is to leave winner for the play “which wants to slap millions? ”
In other words: it makes noise, it costs a lot of money, but, in the end, it cannot bring much benefit.
2. The myth of the aspiring writer
To be well referenced, said the great manitou of SEO (or the consulting agency), you have to write a lot.
So, let’s go in search of a keyboard enthusiast, a frustrated writer who will be delighted to touch a mini-SMIC and three restaurant tickets per month to piss from the copy riddled with keywords. This is the real recipe for fortune!, Says the agency.
Yeah. This was vaguely true in 2003, but in 2018, that happy time is over!
The problem in this announcement is the addiction of its authors to “plutuplutu”.
This old rule of direct marketing (“the more campaigns you do, the more you sell”) no longer applies to SEO. Now it’s like, “The more you write, the more you sell? Hashtag #takacroire! ”
The best SEO specialists, such as Rand Fishkin, say: “The world is changing: we are now producing more content than people have time to consume.”
Naively believing that it is enough to produce texts to exist on the web, it is not to see that it is already too late to be content with filling the bottle. It’s already full and no one is thirsty anymore. The effectiveness of SEO no longer depends on the maximum occupancy of the ground, but on the fact of responding precisely to the searches of Internet users. And answering questions from Google users means answering the questions asked … and not producing chain arguments.
The sentence that kills?
“A true communicator at heart, you always manage to find the right formula to convince.”
On the one hand, a guy who could do that would have no reason to settle for € 1,300 / month. Or maybe it’s a problem of strength of conviction (hi! Hi!).
And on the other hand, this first contradiction does not
announce the following: you spend your time writing and you organize
your friends’ vacation.
You would trust, you, to organize your vacation, to
someone who spends his time on a keyboard to write?
Where are they going to crash?
By dramatically low read times, and, no doubt, significant bounce rates. The company does not seek to render service to its readers (future customers). It does not seek to respond to their research or their intentions. Or to save them time. It seeks to… convince them.
It’s all about fighting to impose your point of view.
Let the authors of this announcement re-read Alphonse Daudet: “We can convince others by their own reasons, but we only convince them by theirs”. On the internet, never try to (con) conquer. Do not look for a fight, it is always the reader who wins. He’s the one with the mouse.
Seek to persuade him.
Paying attention to customer reasons is not at all consistent with the killing phrase above. Nor with this underlying belief that the value of a content manager is entirely to be found in this imaginary talent consisting of extracting perfect arguments from an overheated keyboard.
3. The myth of the business-journalism-communication school
Oh, I like that kind of phrase “… higher education in journalism, communication or marketing, with a digital option”. And let the latest arrival close the door!
Journalism, communication or marketing: all that goes in the same bag, of course.
When in reality … it requires opposite reflexes.
This is one of the most common flaws in terms of content strategy: to consider that communication and journalism are the same thing (ah! This sentence: “ability to produce content with a” marketing “and journalistic tone” , it still deserves its place at the art museum to say nothing). Corollary of this error: consider that training in this area is worth it. The important thing is that you have learned to write there (and if possible without fail).
As for the “digital” option, serious training in digital nowadays is of course judged by the fact that we make it … an “option”!
You know the end of day lessons from 5.30 p.m. to 7 p.m. The ones we go to sometimes, only when we are sure not to miss our connection afterwards, because with the permanent crashes of the RER D train, you cannot go to the option courses if you want to hope to return home. This “option”, once implemented in your business, it announces miracles, right?
The vision that the managers of this company seem to have is that of purely decorative content. Something used to “do the job” on the web, while the real job, the hard way, continues to be done by serious people, those who know their job, in real life. Those who have at least 15 years of home.
The sentence that kills?
“Building the editorial charter and brand identity on the web”.
On the Web ? Is that so ? But why should identity be different “on the web” from that of the brand in real life?
This obsession with building something specific online tells all about this business. She places the gremlins of the “digital” service, those who have made the option, in their corner, leaving the serious things (sales and real marketing) to old-fashioned managers in the offices closest to management.
The funny thing being, in this announcement, that the sentence placed immediately after immediately contradicts the previous one since it is a question of constructing the “content plan in an omnichannel approach”.
The candidate will therefore have to work in an “omnichannel” way but only on the web?
Sometimes it’s only a matter of selling to virtual customers!
Where are they going to crash?
By a pitiful organization of tasks. We are in a sector where the act of purchase is very involving for the customer and the decision difficult to make. In short. The number 1 issue here is obviously the digital-commercial alignment, that is to say the passing of control between the web and the field seller. Everything should be focused on the art of identifying that critical moment when the prospect realizes for himself that he needs to meet a salesperson.
However, everything is organized so as never to perceive this. To properly separate the two worlds. It’s the technology used that decides, not the customer. As if Coca-Cola sells its products differently depending on whether you arrive at the bar with your nose on your smartphone or your eyes straight in the eyes of the waiter.
The company thinks of its digital transition according to the techniques and not according to the customer’s problem. Its managers let themselves be intimidated by the tools (SEO, wordpress, drupal, etc.). Instead of quickly training themselves to demystify the binious, they do the opposite. They create a department to provide simultaneous “digital-real life” translation.
Bad news: the disaster, too, will occur simultaneously: in the virtual and in the real at the same time!
3 very disturbing signs
In short. We can continue this little game for a long time. Play it yourself.
By browsing the job offers of content manager, the prevailing feeling will be imposed on you that the big groups structure things in a more or less reasonable way, with quite a few exceptions. However, you will see that this kind of ads where the content manager position is fantasized in a very disturbing way appears mainly among young startups and SMEs.
In the end, all types of businesses combined, we note, in this little exercise, three really worrying signs regarding the state of the digital transition in England.
1. Why is the content manager never attached to the sales department or the sales department…
… If only horizontally?
To be “in touch with the community manager” or “in touch with the brand manager”, there is no problem. The content manager will always be in touch with the sales pitch of “branding ridiculing”.
But the link with the field, that never! Everyone doesn’t care. A content manager lives in an office (sorry, in a co-working space).
We are going to look for the best parts of journalism schools and the “super talents” of the typewriter, those who got tired of hypokhâgne, they wanted to write so much to convince the delirious crowds to buy products, we go in search of this kind of rare pearl … but it’s to screw their ass on the chair.
No one can imagine for a second using this exceptional talent to … observe or investigate.
No. It’s just a matter of “getting the message across”, hammering if possible. It’s never about listening. Listen to how customers express themselves, listen to the anecdotes of the sellers, short stories from the after-sales service. In short. Life, what. The one coming up from the field.
Alas. The only life that counts in these offers is that which is redesigned by the technical systems and acquisition engines designed by marketing, digital and “brand contemptors”. Those for whom the content is … just a common fuel.
2. Why recruit so many interns?
Whence comes this frenzy of wanting to entrust the design and organization of “content” to young interns in communication or “digital” schools.
Do we really imagine that these schools were able to train them properly? This is not materially possible. Know-how is evolving so quickly and the teachers in these schools are so poorly paid that they cannot have the time to adapt to the latest methods and tools that are constantly changing in this area.
These trainees therefore necessarily arrive in companies with reflexes already outdated.
And I find it hard to believe that if we recruit so many interns, it is because it is a question of investing to find in the middle of this pool the nuggets that we will train ourselves patiently, even spending time and money wasted on internships of 6 to 12 months, all this to better attract the talents of tomorrow.
Frankly, this love of interns is most suspicious and worrisome. Recruiting people to take care of what should be considered one of the most valuable assets in the business is anything but a sign of good management.
3. Why do you never see CCO positions?
Certainly, the fact of looking for a job title in
English, made according to the model of chiefs
trucmuche officers, is in itself a kind of cultural defeat that we do not
But still ! Never see what would be the “least worst” of
Mistakes in recruiting a content specialist is demoralizing.
Yes the content also deserves its chief officer (come on, let’s say his
“Director of” in French).
This role is strategic enough to deserve to be placed at a high hierarchical level.
Still, it’s about nothing less than mastering conversation with customers!
What is more important today? It is on this conversation that the famous “data” will depend which will make the most important intangible asset of the companies of tomorrow.
What value will the data of brands that engage the
conversation with a simple “how can I help you?” ” A brand
who speaks to you like that is the very face of boredom. Who wants to go on vacation with her?
Who wants to follow her?
And let us not summarize this notion of “conversation” to the awful term of “customer relationship” which has burned itself out by giving birth to “IT solutions” and other “kills love” of all kinds. If I insist on the concept of conversation, it will be understood, it is that it is obviously a question of being interested in the customer journey. But from his look at him, this client, not from that of machines and arguments. It’s his words that count, not ours.
This is what the data that matters will also be done tomorrow.
Focusing on the conversation with the customer is the only way to truly make the only digital transition that works, the one that web marketing pope Seth Godin summed up so well:
“Yesterday we were looking for customers for our products, tomorrow we will be looking for products for our customers”.
Those with whom we have a conversation, those we know well.
Under these conditions, what should be the job offer that we see the most?
“XXX is looking for its content director.
Attached to the general management, you will be the revealer-ice- (in the photographic sense of the term) and the authorizing-ice- of the contents which our company will use for its conversations with customers. As a true editor, you know that content has at least three functions:
1. Listen to the customer 2. Make him feel that he is in the right place 3. Advance him in his purchasing journey.
Obsessed with understanding the purchasing paths of all our customers – current and future – you will be keen to analyze and share internally as quickly as possible, what you will learn on the subject.
You will make this “shopping path science” the competitive advantage of our company.
Your ideas and contributions will be centered on this objective. You will have a role of internal evangelization to rally to this “science” the maximum of experts of techniques or specific tools in marketing, the ISD, sales, etc., but never, you will not leave them in their corner struggling with the sole reasons for these tools. On the contrary, you will be the one who inspires creativity.
You will build the content (micro-content for chatbots, articles, videos, quizzes, white papers, etc.) as so many elements of a magic library from which everyone can draw at any time. The way prospects and customers respond to it will enrich our data and our innovation policy. We are counting on you to make this data the gold mine on which our company will build its value tomorrow.
You will work in conjunction with the CDO (chief data officer), unless you accept this title yourself.
Of course, you will spend time in the field,
contact with sellers and salespeople. The anecdote, the case study, the verbatim
are the honey you’ve always eaten.
Finally, you will have two uncompromising arbitrators: the cost
acquisition and long-term value of the client. You will therefore be a little stroller
employee, like Albert Londres, but for a good cause: the return on
As for your profile, it goes without saying that you know the figures perfectly.
In terms of letters, we can’t wait to see how you get on with the conversation.