February 19, 2016 | less than a minute read

Why Leaders Drive Readers

Passle

I often read online that the impact of a given piece of content will very much hinge upon the personal authority of the content creator. Indeed, as this Forbes article suggests, content penned by a faceless company won't engender trust or exude authenticity.

Having the voices of the industry veterans included in your content strategy will absolutely help to rally your audience. And quite apart from driving readership, nothing will win more votes of confidence than having the trusted, chiefy people within your organisation regularly creating digestible content that reflects their years of knowledge and expertise.

6. Content marketing will move to the C-suite. With the growth in budget and influence, many businesses will add more leadership, structure, and perhaps even some bureaucracy around their content marketing initiative. Executives will make more content decisions. For the companies who can afford it, they will hire chief content officers in addition to the traditional role of CMO.