Despite critics claiming that content marketing is a flash in the pan strategy, it seems to have staying power – at least so far. Content marketing is on the rise, and businesses are realizing that content is an integral park of a marketing strategy. eConsultancy reported that 60 percent of business-to-business marketers plan to increase spending on content marketing in the next 12 months. Already 90 percent of B2B marketers have a team to create some form of content marketing.
Once a business realizes that content marketing is an effective way for increasing lead generation and sales, what's next? For most companies, hiring professionals who will make up a content marketing dream team is required. Not every marketing professional has the experience or skills necessary for developing strong, engaging content, which is why it's crucial to employ those who demonstrate past success.
Employers can contact a creative job agency to outline the job descriptions and positions available in an organization and learn about the various professionals that can fill those roles. Developing a strong content marketing team requires strategic hiring and a wide range of skills. Here are a few of the roles that may need to be filled to create a successful team:
1) Content writer. A company will have to ask itself who is writing its content. This is a crucial step in the development of a team – some might even argue the most important part. Without high-quality, thought-provoking content, it will not matter how optimized a blog post is when a reader starts to peruse the article. eConsultancy reported that 79 percent of B2B companies are using articles as a popular form of content marketing, 65 percent are using blogs, 63 percent are using eNewsletters and 58 percent are using case studies. What does this mean? All of these content types require the efforts of a smart, skilled writer and editor to ensure the words on the page offer something meaningful to a reader.
Marketing Profs recommends that a company consider hiring a writer who is not only savvy about the industry in question, but also with online marketing best practices. This combination of skills will allow team members to bounce ideas off each other and discuss how the content can be slightly altered for better search engine optimization, without negatively impacting the quality of the words.
2) Managing editor. A managing editor, which is also often referred to as a content coordinator, lead editor, editor-in-chief, etc., is charged with the responsibility of ensuring that all content is cohesive with the brand identity. He or she also manages the editorial calendar. As a result, this individual is detail oriented and often obsessively organized to ensure that no comma goes astray or content delivery is missed. A managing editor works closely with a content writer, graphic designers and social media personnel to make sure that everything is being delivered in a timely manner and solutions are if hiccups occur, which is not uncommon in the fast-paced world of communications. Often this person will also be the go-between for a writer and a content strategist, who works to promote the final product and uses data and analytics to provide further content creation direction.
3) Content strategist. A content strategist works with the content team to plan, develop and manage the delivery of blog posts, eNewsletters, social media updates, infographics and more to boost the strength of a message. By using analytics software, a content strategist uses relevant numbers to give direction to the writer and editor about how to boost SEO performance. This person also plans and develops new strategic ways to boost brand engagement online.