According to a recent Accenture Interactive survey, 50 percent of marketers have more content than they can effectively manage.
Content shock is officially upon us, folks. Mark Schaefer predicted this two years ago.
This means brands face a slew of strategic challenges, but I want to discuss an operational one: We’re going to see a hot, new job title in late 2016 and beyond—the content librarian.
This new job will solve our new problem: organizing, labeling and managing content.
See if any of this sounds familiar:
- You create from five to 10 new pieces of online content per week.
- You store photos in numerous places, ranging from your shared drive to your computer to various Dropbox accounts.
- You have vendors who own and store video content for your brand.
- You have other vendors or software tools that house employee-advocacy content.
That’s just the tip of the iceberg, right?
Your content is everywhere, and no one is doing anything about it.
Why? Because the job doesn’t belong to anyone, and teams are spread so thin that they have little time to organize and manage content.
Enter the content librarian. This person’s job will be to:
- File, label and organize content
- Ensure content is located where all employees and teams can access it
- Ensure content is labeled correctly so employees can find it easily
Who is going do this job? Better yet, who is qualified to do this job?
These are separate yet significant questions.
Who’s going to do this job? I don’t know. It won’t be the sexiest job in the world, so persuading PR or social media pros to take it on might be tough. There probably won’t be a lot of volunteers.
Who is qualified to do this job? This job won’t require a refined skill set. PR pros tend to be hyper-organized, so cataloguing a mountain of content won’t be a foreign task. I can’t help but wonder whether this job has nuances that might be relevant only to a content librarian, though. What do you think?
Content librarian positions don’t exist yet, but when they start popping up, it will be interesting to see who applies for them and what the requirements are.
A version of this article originally appeared on Communications Conversations.