Should you appoint a Director of Content?

We ask the question, because a need for a "Director of Content Marketing" is being discussed by a number of Web 2.0 related blogs.

According to Wikipedia, it is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. In contrast to traditional marketing methods that aim to increase sales or awareness through interruption techniques, content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action.

Should that role be extended to cover technical documentation? Will a the role of "Director of Content" appear in the future?

See Warren Sukernek - Our new Director of Content Marketing

How Content Marketing Will Shake the Tree