Here you’ll find just how to structure and manage content marketing staffing from an organizational perspective, including what skillsets they ought to get and who to employ, according to a writer for CMO.com.
Structuring Your Content Marketing Staffing
The initial point out notice is the fact that you approach a level structure. Rather than having subteams, which may be easy and quite common to build, everybody reports straight to the advertising team leader. That is very important to ensure you will find no intra-departmental that cooperation and silos and shared thinking isn’t just inspired, but expected. In the end, many of the general content marketing method, as well as these disciplines intersect together must be integrated.
You see each work function labeled under distribution and development. This isn’t to silo functions. It can’t be stressed enough important it’s with an open design. But that is designed to emphasize the content marketing process. Also have quality content found and to assemble, circulation and development have to go together.
Finally, three work characteristics are labeled as being a “bridge.” These are incredibly important functions because they are the advertising team’s link with different divisions within the business. We not just need to directly collaborate inside our own groups, but additionally with other sectors once we know, to achieve success in advertising. We’ll dive into this inside the specific breakdown of functions.
1. Team lead: Whether this person is CMO, VP, director, or head, it doesn’t matter. This person must have a strategic vision with the big picture always in mind, and this person should ideally come from a content marketing background.
2. Development: This is a function that is often “borrowed” from another department and not always seen as an important component to have in house, but can really allow your content to stand out.
3. Data analysis: This is a person that is often shared or borrowed from another department, but again, you’ll run into the same issue; the person will likely be too busy with other projects to dedicate enough time to content marketing initiatives.
4. Graphic design: As previously alluded to, the best-case scenario would be to find a designer who also has Web development skills, but even more importantly, you need a talented graphic designer who understands your industry and can translate complex ideas into simple imagery.
5. Copywriter: This person obviously needs to hail from a strong writing or creative staffing background and doesn’t necessarily need a marketing background, but that would be strongly preferred.
6. Product marketing: This is probably your most important organizational bridge. Your product marketing staffing will link marketing and your tech/product, which is where we often see a major disconnect in many organizations.
7. Digital marketing: This is a very crucial–and sometimes overlooked–role. This is a person that needs to wear multiple hats and excel in a number of areas. This person should be able to maintain and build your social and Web/SEO presence and manage your digital advertising campaigns as well as email campaigns and oversee lead generation.
8. PR: This will be your go-to person when it comes to obtaining earned media. This person must be well connected within your industry and leverage strategic partnerships to land premium placement of your content.
9. Events: This person needs to be well connected on the outside and closely integrated with everyone on the inside. This person obviously needs to be well organized and a great project manager, having the ability to juggle multiple tasks.
What do you think of this list? Are there any key roles you would add?