• by David Goetzl  @dgoetzl, May 4, 2011

Content Marketing Institute's Joe Pulizzi said email marketers need to focus more on content quality, partly by designating a "Chief Content Officer," or de facto editor-in-chief, internally.

The title doesn't have to be known exactly as a "Chief Content Officer," but the role is crucial.

Here are some titles in other companies:

Cisco – Content Evangelist

Incept – Content Engineer

Quality Logo Products – Content Marketing Manager

Radian6 – Content Community Manager

Johns Hopkins – Web Content Coordinator

National Instruments – Content Manager

Who is best to fill the role? Pulizzi says a "source journalist," who have "a nose for the story." And these people can be found within a company – maybe from another department – who blog and publish themselves.

They can help when developing a sort of online marketing vehicle that comes off as a "trade magazine" and think in terms of what readers (customers) want.