You know how valuable content is, and you also know that you need a team. We’ve gone through the process of putting together a dream team out of ragtag individuals. How? Well it only begins with putting together a dream team.
We found that in addition to putting together a roster, you’ll need a playbook and the ability to adapt. This blog post will give you a good idea of how you can build and use a content marketing team to achieve your marketing goals!
Putting together the roster
Imagine putting together a content marketing team for a fantasy content league. You’re probably going to want to stack your team as much as possible, but you know you can’t do that with a bunch of copywriters. If you want to rock your audiences’ socks off, then you’re going to need a diverse team.
You can get your team to be firing on all cylinders, but that’s only going to happen when each person is doing what they’re good at. We’ve found that organizing our team into planning, creating, and execution roles helped a bunch.
The planning process should always include your front line staff – your sales team. If you don’t have a sales team, find out who is spending the most time with your audience! These people will provide information about your audience that you might overlook. Your front line staff will throw ideas at you, but that won’t help until you’ve got a strategy in place.
You’ll need the big picture thinker. She’ll be the bridge between planning and creating content. Her role is to set your sights on the objective. She puts together a calendar, defines the buyer persona, keeps everyone on track, and measures the overall plan. To add even more responsibility, the big picture thinker is also responsible for changing directions if needed. This person will likely be the MVP of your team.
You’ll either need one person, or 3 people for creating and executing content. You need a writer who’s going to communicate with the persona you’ve created. You need an editor to refine the content your coffee-fueled writer created. You’ll definitely want someone to take care of visual content to go with those written words. To top it all off, at least one of these people will have to be efficient at SEO.
In the end your content marketing dream team will need to come together for the execution stage. Your MVP – the strategist – will likely be pulling her hair at this point. Everyone will need to work as one unit and make sure that all content is ready to go. If you’ve got a solid team, this part should be the most fun.
Going through the playbook
Your company needs to make the choice to get into content marketing. This is probably going to begin with upper management. You need to find out if your company can make use of your content marketing team. Your management needs to think way into the future about most things, and that includes content marketing. You’ll need to convince management that your content marketing playbook aligns with the company’s goals.
If you’ve already got the go ahead for content marketing, then you’re going to need a meeting with the members of your dream team. Find out how they’re doing with major projects. There might be a few projects that could use tweaking before the execution.
Make sure you’re using your content marketing strategy to guide your team – you’re essentially their coach. Your main contact will likely be your strategist; she’s your quarterback, so make sure she understands the playbook you’ve set to align with the company goals.
You’re going to be one of the last set of eyes to look over content before it’s launched. Your meetings need to be used to make sure your entire team understands the playbook. These meetings will allow you to see if your dream team needs more work before executing. So who’s going to be responsible for winning the content marketing Super Bowl? You are!
Adapting to the game
You’ve committed yourself to playing the content marketing game once you’ve clicked the big red publish button. Your dream team is responsible for the content that you published, and you’re still likely going to be needing a few additions to the team. You’ll need a tech guy to make sure your content is up and running.
You might even need your strategist to routinely comb through your existing content to make sure everything is up to date and relevant. You’re probably going to find your dream team updating old content, revising visuals, and cross referencing old posts. Your designated SEO sorcerer is going to be adapting to Google’s algorithm changes constantly, and your strategist is going to be changing directions in order to achieve the company’s goals.
We like to describe content marketing as a marathon, and that’s only because you’re going to be constantly tweaking and creating content. The only way you’re going to survive is to make sure everyone is working cohesively. Your entire company needs to be aware of your campaign – this will definitely take some pressure out of your day.
Your team is going to change, your audience is going to change, and your company is going to change. Change is the only constant, and the only way you’re going to win the content marketing Super Bowl is if you and your team are working together to achieve one objective. The execution phase never stops.
Winning it all
Your company depends on your ability to put together a strong content marketing campaign. We’re going to be perfectly honest here – it’s never going to be easy. You’re probably going to be spending most of your time telling yourself that it’s just another chore. Don’t let that happen!
It’ll all come naturally when you’ve got yourself a solid roster, a thick playbook, and the ability to adapt. You might lack the resources, and everything we’ve described could be your responsibility. You could definitely handle content marketing for the first few months. The only thing is once you’ve published content, the execution never stops. You might find yourself drowning in content marketing – and a solid solution could be outsourcing all of it to an agency. Either way, you’re going to need a team.
You want to make sure that the next time you’re meeting with management; you can tick off the company’s quarterly marketing goals.