How to Build a Killer Content Marketing Team

Michael Brenner on Jul 17, 2018 in Content Marketing

Those spellbinding content marketing strategies – the ones that have catapulted startups into industry dominance and made decades-old brands more relevant than ever – they are not the product of a single creative genius.

Nope. It’s not a brilliant content creator or a flash of wisdom few of us can ever hope to attain.

It’s a hard-working, experienced content marketing team. A group of experts, each who excel in their area of content marketing and, at the same time, who understand how the whole puzzle comes together.

That’s how you get what Jolie Miller, content strategy and acquisitions leader at LinkedIn, calls great content. The stuff that “has the power to change people’s lives for a second or for days or forever.”

So, who should be in the starting lineup for your killer content marketing team? Here’s what you should look for when putting together your brand’s dream team.

The Content Marketing Editor (Storyteller + Strategist)

When it comes to pulling off a revenue-boosting content marketing strategy, you’ll need an editor with experience and acumen in both refining content and in content creation. They have to be better at content creation than your copywriters, illustrators, and video producers in order to know how to improve what your creators are making.

Ideally, they’ll have copywriting experience and will have at least worked with other types of professional content creators. This will have helped them develop an eye and understanding for what premium content entails.

A content editor is also tasked with making sure content is high-quality and strategic. So, they’ll need to balance an eye for detail and an ability to see the overall picture, ensuring each piece of content is playing its part correctly within the whole.

Think of your content editor as a conductor in an orchestra. You may have a stage filled with skilled musicians. But the conductor is the one who brings out the magic in each of them. Good editors know how to do this with all of your content, ensuring each piece fits within the orchestra with the right tone of voice and staying true to the brand story. While also conveying the right message.

With a strong content marketing editor, your organization’s content will be:

  • Consistent – in style and tone
  • Top quality – this includes in the eyes of customers and search engines
  • Strategic – your editor will work with the rest of your content marketing team to make sure each piece supports and is supported by the rest to create a seamless experience for customers

Content Marketing Manager (Business Strategist + Visionary)

Your content marketing manager is the one who brings your content strategy down to earth, from brilliant creation to relevant, effective revenue driver. They know how to translate content into growth.

This is the person who’s in charge of aligning the strategy with business goals and keeping everyone on task with reaching your designated key performance indicators. And, they know how to do it within a budget.

Here’s the thing. There are as many content opportunities as there are stars in the sky. Influencer campaigns on LinkedIn or Instagram. Live events that invite customers into your brand’s community. Customer profile videos. Educational blog series.

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Deciding which content is the most appropriate for the brand, based on business objectives and budget, falls on the shoulders of the content marketing manager. They can look ahead and see how plugging all the different types of content, style choices, campaigns, and other factors into the equation will yield a solid ROI.

This individual knows the strengths and weaknesses of each channel and works closely with your content analytics head to ensure your strategy is pulling its weight and is knocking your content marketing goals out of the park.

Use this detailed look at the job description and job requirements for your content marketing manager hire to help you find someone with the right background.

Content Distribution Manager (Channel Master + Workflow Organizer)

Today, the way to effectively resonate with your target buyers is to get the right content to the right target, through the right channel, at the right time. Which is a nice way of saying a lot of thought, research, data, and calculation goes into every single distribution maneuver.

Easier said than done.

Don’t panic. This is your content distribution manager’s bread and butter. They are the ones who will:

  • Manage the content calendar
  • Have the content ideas set up or create them themselves
  • Ensure the content creators are getting everything done on schedule

Your distribution manager will also be manning the controls – your marketing automation software, content management software, and any internal workflow tools your organization uses.

Content Analytics and Optimization (Data Scientist and SEO Wizard)

Here’s your content marketing team’s data guru. The greater the background they have in data science, not just SEO, the better.

Your analytics expert will keep track of what content is performing well and what’s falling short. This is the individual that makes sure all the other people in your team aren’t working in the dark because they have accurate, in-depth data analysis to offer-up those must-have ROI and content performance insights.

Ideally, they’ll also be able to help your team get more out of your marketing software. Your brand will benefit from someone who knows how to use AI to get your team to the level where you are using predictive and prescriptive analytics to inform your marketing decisions.

They’ll also be in charge of staying up-to-date with SEO trends and making sure your content is as search-engine friendly as possible. Technical SEO is still the backbone of your content marketing – unless you don’t want anyone to see it.

Tap into an Endless Sea of Content Contributors

And, the final essential for your content marketing team – your advocate army. Your target buyers are some of your most powerful content creators. As are your own internal experts. These people have their own social media networks. But, more importantly, they aren’t your brand.

Only about 22 percent of brands are trusted by consumers. But 83 percent of consumers trust their peers over a brand’s messaging.

Your customers and your engaged employees offer something your branded content can’t ever pull-off, no matter how well-intentioned. Authenticity.

You can bring on the most experienced and skilled team of content managers, editors, analysts, SEO experts, and creators. But your content marketing strategy won’t have much mojo if you don’t have a plan for motivating and inviting your brand advocates to be a part of your team as well.

Pull all these elements together – your internal content marketing management team, content creators, and brand advocates – and your organization is on its way to the type of content marketing that has made this industry the $300 billion dollar industry that it is today.

Michael Brenner
Michael Brenner
Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes. Please follow him on LinkedIn, Twitter, or Facebook and Subscribe here for regular updates.
Showing 2 comments
  • Uzochukwuamaka Olukoya

    Really useful article