How to Build a Successful Content Marketing Team

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content marketing team
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The following is a guide to hiring the perfect content marketing team.

When most companies hear about the successes other companies have achieved with content marketing, they’ll go like “hey, we should do this too and get similar results”.

Most of them often end up disappointed when they don’t get the results they had anticipated. Content marketing is broad. It goes beyond writing an article and sharing it on social media.

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As a company, making the decision adopt content marketing as part of your marketing strategy is like having an idea. Ideas by themselves are worthless. Rather than just making anyone in charge of your content marketing, having a strategy in place and a team to execute it is what will guarantee success.

A strong team is required to effectively execute your content marketing strategy and there are many different roles.

Anchorman | Buffer.com

How many people you hire will largely depend on your goals, budget, and the size of your company. Today we’ve put together 10 roles that typically come together to form a strong content marketing team.

While two or more of these roles can be filled by one person sometimes, others required dedicated experts.

Here are 10 Content Marketing Roles You’ll Need to Succeed:

1. Strategist

A strategist is responsible for creating a high-level strategy that encompasses everything that goes into achieving a company’s goal for their content marketing efforts.

This includes but not limited to setting the overall tone of content, defining key performance indicators and allocating budgets.

In big companies, a strategist is usually the liaison between top-level management and the content marketing team.

2. Managing Editor

A managing editor will be the one to execute the content strategist’s vision. They are in-charge of managing the content calendar. A managing editor has the responsibility of maintaining consistency in the variety and volume of content produced.

3. Writers

Even though there are types of content that are increasingly becoming popular like live video, written content still remains the number one content format which is why you need to hire great writers.

Your writers will be responsible for crafting compelling and well-written content for your blog posts, website copy, video narratives, product releases, email copy etc.

Over time, you’ll have to learn your writers’ strengths and weaknesses. A managing editor can then ensure that certain subjects only go to certain writers, especially when that content is high-priority.

4. Editor

It’s not a great idea for writers to edit their drafts because it’s difficult to critique your own work. Having an editor on your content team helps to avoid some embarrassing mistakes like typos and grammatical errors that are likely to be made by writers. Editors also have a duty to ensure the content written conveys clearly the original intent.

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A baseline editor will also ensure that all of the points set out by the managing editor are followed to a T.

5. Multimedia Creators

Content marketing is evolving daily, and original video, gifs, and infographics are key to ensuring your readers are engaged.

Facebook Video Metrics
Video Post Performance Metrics | Edgy Labs | Facebook

In fact, videos presently have more reach on social media than written content.

For this reason, you need multimedia content creators like designers and videographers to create other multimedia versions of your content.

They will be responsible for creating eBooks, infographics, podcasts, graphs, videos, and images which can either be used stand-alone content or added to written pieces.

6. SEO/Data Analytics

Organic traffic still remains the biggest source of traffic for most websites and blogs. Search Engine Optimization should be part of your content strategy and you’ll need an expert to execute it.

This person will be responsible for identifying ranking opportunities (read this guide for more info), conducting experiments, tracking progress and also educating other team members (mostly writers) on the best SEO practices.

Semrush Website Screenshot
SEMrush

It’s very important to hire an analytical person for this role because the person needs to be able to connect the dots to figure out what is working and what isn’t using hard data.

7. Community and Social Media Managers

Unlike SEO which can continuously deliver traffic without active effort once your site is ranked, social media requires a more hands-on approach. If you stop being active on social media, so does your results.

Buzzsumo search results
Buzzsumo.com

It’s important to have a social media manager as part of your content marketing team. This person will be responsible for engaging with your audience and staying on top of the latest social media trends.

8. Email Marketer

Email still remains the best medium for nurturing a relationship with your customers. This makes email marketing a must in your content strategy.

Dropbox Referral Program
Source

There are a lot of campaigns you can run through email marketing. Aside from ensuring traffic, newsletters can keep users informed and serve as a vehicle for special offers and freebies that will facilitate traffic spikes when needed.

9. Distribution Strategist

The most difficult part of content marketing is getting eyeballs on the content you create. For all of the content you create, a million others are creating content as well.

It is no longer enough to share your post on social media to generate traffic. You need to do more. There are a lot of new ways to distribute your content. One is influencer marketing.

Buzzsumo Website Screenshot
Influencers who shared your content | Buzzsumo

You need someone on the team to keep up with the latest distribution trends. The person will always be on the lookout for new ways to amplify your content and build the necessary relationships required to achieve this goal.

10. Developer

As your content strategy grows more complex, there’ll be a need to continuously make changes to your website to accommodate these complexities.

Example, you may need a new plugin for a contest you’re running or a landing page for your latest eBook. Having a developer in-house makes getting them done painless.

A developer will also handle a number of technical SEO practices, too. You can read a few tips to that end here.

Do you have any additional tips on how to build a content marketing team or other roles to hire for?

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