A content team is essential for creating great content. Content marketing part 6

In previous posts I’ve talked about the need for marketing departments to behave more like publishers as opposed to broadcasters.  Easily said but difficult to achieve without cultural change which as we all know is often the greatest barrier to introducing new methods.  Creating a content team does at least put in place a structure that can help bring about that change.

I’ve also discussed that the pace and volume of content required is often a significant challenge to companies.  Again a content team can help with this issue.

In the first place there needs to be a managing editor who sits at the head of the content team.  Their role is to plan, coordinate production & distribution, supervise audience development, marketing automation and analytics.  Ultimately the managing editor is responsible for the delivery of the content marketing strategy.  In my opinion it’s the key position on whether the content marketing strategy will be successful or not.

So what skills does a managing editor need to have?

  • They must be senior enough to persuade other parts of the business to contribute content – engage the organisation.
  • They need to be a planner so they can communicate the editorial calendar across the business.
  • They need to be social too – in the media sense that is.  As part of the audience development role they need to understand what’s being said across the social channels.
  • They need to be reasonably technical too as they will need to understand the workflows associated with automation and the analytics attributed to campaigns.
  • And of course they need to manage the content team.

The composition of any content team will vary according to the size and structure of the business concerned, but here are a few suggestions on who needs to be involved:

  • Social listeners who will monitor what’s being said about the issues in the industry, the brand, product or service. We know that recommendations are now more important than brand messaging so it’s really important to stay as close as possible to our target audience.
  • Content creators are people in the business who can contribute content from their area of expertise because they fully understand the issues that their customers face at that point of the sales cycle.
  • Content facilitators can take the content idea and turn them into meaningful content across different channels. They may also need to manage the generation of that content where external agencies are involved e.g. grapghics, video etc.
  • Campaign manager who runs the email platform that promotes the content.
  • Content approval who will ensure that what is being generated and distributed complies with company policy or external regulation.

The managing editor and the content team need to meet regularly to review the editorial calendar to ensure that target dates are being met and to monitor the response rates to campaigns and content.  Since the composition of the team will come from across the business, then the influence of content marketing will be greater – especially if successful.  And success will also help to change the culture of the organisation.

Next week I’ll look at audience development and how you can reach the influencers in your marketplace.

If you’ve missed any of the previous posts you can always catch up: Content marketing – What is it ? Part 1,  Why Now? Part 2,  10 steps to creating great content. Part 33 sources for content ideas. Part 4, Turning content ideas into great content. Part 5



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