All too often a brand’s content marketing “team” is a one-person show. In reality, this is the same as asking someone to perform a seven-person job. Understandably when an project is just starting out, its tough to get all the right players involved. However, it’s important to be realistic and aware of all the different roles and responsibilities needed to execute a successful content marketing strategy. Although some may outsourced to agencies or borrowed resources from other teams, here are the key roles and responsibilities that should be covered for any content marketing team.
1. Content Marketer / Managing Editor
This is someone who strategizes, writes, and oversees content projects. The role of an editor is crucial in order to ensure brand consistency and alignment with business objectives.
2. Community Manager
The Community Manager is one who distributes your content across social channels, engages online communities, and contributes to content projects. Oftentimes this role is overlooked as a junior-level position, but it holds great responsibility. This role is the persona your brand portrays on social channels, so its important they know how to interact with prospects, customers and influencers appropriately.
A content marketing strategy should constantly be analyzed in order to optimized. Someone in charge of analytics should be tracking best and worst performing content, tracking conversion and flagging trends. They should also be continuously sharing their findings and communicating metrics to the rest of the team.
You can never underestimate the power of an amazing user experience. A good designer is critical in bringing content to life through smart design and rich visuals.
A content strategy should never only focus on creating net-new content. A team’s curator should be able to supplement new, original content by finding and re-purposing the best content from your business and from around the web.
This can be any content creator, whether it be a blogger, photographer, designer, employee — who contributes to your project. The more contributors you have, the easier it is to scale your efforts, so always look for experts as potential contributors. Employees are often overlooked, but can be excellent subject-matter experts for your brand.
7. SEO / Paid Specialist
Even great content needs a push. Paid distribution is essential to getting your content seen by new audiences and jumpstarting engagement. This role can cover everything from paid social to SEM to managing native advertising relationships.
8. Internal Activation
This is usually only necessary for larger organizations, especially if you feel your content could be useful for sales enablement. Internal activations consists of sharing your content with internal employees and educating them on how to leverage it. This person should also be responsible for creating partnerships with other business units to make sure they feel supported.
9. Email Distribution / Lead Generation
Email newsletter subscription is a key element for content marketing distribution. NewsCred’s own blog receives about 50% of its traffic from email subscribers. With that kind of volume, it’s important to have someone responsible for managing this newsletter and distribution program.
A legal and compliance approval role is usually only required for brands in highly-regulated industries. While this responsibility will fall outside the content marketing team, there should be a dedicated content marketing team member responsible for making sure all content is approved by legal and compliance teams for use before publishing.