Brafton, a leading news and content marketing firm, has created a new high level position within their organization. The job title of Chief Client Officer is a significant shift in the way the company is going to interact with their clients. According to the press release, they are putting additional focus on their overall customer experience.
The individual selected to fill this new roll is Sara Cugini. Cugini has a long history in the content marketing industry, working with firms such as Forrester Research as well as being a current employee with Brafton.
Brafton CEO Richard Pattinson said, “Sarah has spearheaded a range of key initiatives designed to improve the end-to-end experience for Brafton clients. Happy clients make for a healthy business, and our Chief Client Officer is superbly placed to lead us forward in this regard.”
This is a significant move for not just Brafton and Cugini, however. It is an indication that the digital marketing and content creation industry is shifting its focus. In the past, many of these firms would offer more generic content solutions to their customers, which are no longer as effective as they once were. Today, the focus needs to be on building a relationship between the content or marketing teams and the actual client.
With this strong relationship focus, brands will be able to get specific content that will resonate well with their specific target audience. This is a big move away from focusing content specifically on what the search engines may rank best for. Of course, as we have all seen over the past couple years, Google and the search engines are looking to rank the content that users actually benefit from. For this reason, Brafton shifting the focus more toward individual brands is also going to benefit their rankings with the search engines.
Cugini spoke of her new role and said, “We’re going to focus on our team’s content consultancy and expertise to give clients best-in-class marketing. We’ll work harder than ever to build and refine strategies highly optimized against our clients’ goals.”
You can read the full press release from Brafton HERE.
