A Guide for Building a Team and

Achieving Content Marketing Success

TOOL YOUR CONTENT MARKETING TEAM WITH THE RIGHT TALENT

Almost every company is engaging in some sort of content marketing. Why? Because it works. Done well, content marketing increases traffic, leads and sales, all while reducing marketing costs.

But content marketing doesn’t work the same for every company. You must employ the best talent and deploy effective tools in order to see success.

This eBook focuses on the first of these: talent, the most important asset to content marketing success.

You need a team

In late 2014, Content Marketing Institute’s Michele Lynn wrote:

“Each year we track the challenges marketers are having with content marketing in our research. This year, one challenge was far more pronounced than it has been: finding trained content marketing professionals.”

According to similar research from SkilledUp, 34 percent of companies find hiring for content marketing difficult.

In the pages that follow, we present eight common content marketing problems and the team members who can help you solve them.

That doesn’t mean you need eight people. If you have a lot of resources, you may employ one person per role (or more than one if you can afford it). If you’re in startup mode, you may have one (very versatile) person asked to wear many hats.

Most cases land somewhere in between. Kapost reported that fewer than 20 percent of content marketing teams comprise six or more people. Almost half of the respondents in their survey had teams between two and five.

No one said it would be easy

You can see a theme developing here. Content marketing is full of trials, roadblocks and unforeseen problems.

One thing is for certain: you need the right people onboard to help you solve those issues. Let’s look at who they are, the talents they possess and how to get the best minds (and hands) in the business to join your team.

CONTENT MARKETING IS ABOUT PEOPLE

CONTENT MARKETING IS ABOUT PEOPLE I PAGE 2

1. Chief Content Officer 4

2. Managing Editor 6

3. Content Strategist 8

4. Social Media Strategist 10

5. Graphic Designer 12

6. Executive Producer 14

7. Analytics Guru 16

8. Software Specialist 18

9. Content Marketing Types 20

10. Hiring Tips 21

11. Hiring Freelancers 23

12. Sample Content Marketing Organizations 25

13. About Us 30

Chapter / Title Page #

TABLE OF CONTENTS

TABLE OF CONTENTS I PAGE 3

The Problem:

“We want to invest in a content marketing strategy, but don’t know where or how to begin.”

Most content marketers don’t achieve remarkable success. In fact, many companies make large contributions to the forever-escalating noise and realize small (if any) gains.

Yet there are plenty of companies killing it in this booming marketing discipline. They create branded media empires, build relationships and usually see their bottom line boom as a result. Simply stated, they enjoy a huge return on investment.

While a number of factors separate the haves from the have- nots, the obvious differences can usually be traced to strategy. Accomplished content marketers have a strategic, documented content marketing plan. Those straggling behind the pack do not.

If you’re among the companies beginning (or already running) a content marketing program without a plan, perhaps you just don’t know where to begin.

CHIEF CONTENT OFFICER1

“ WHAT YOU ARE ACTUALLY SELLING DOESN’T MATTER. WHAT MATTERS MOST IS THAT THE CONTENT ATTRACTS THE AUDIENCE YOU NEED TO ATTRACT TO ACCOMPLISH YOUR BUSINESS GOALS.

~ ANN HANDLEY, CCO, MARKETINGPROFS

CHIEF CONTENT OFFICER I PAGE 4

The Answer:

Meet Your CCO

The chief content officer (CCO) is a somewhat new title in the C-suite. You don’t necessarily need someone with CCO on his or her nameplate, but you do need someone who directs your strategy and leads the team.

The CCO owns all of your content marketing goals. Because content marketing is not campaign-based (that is, it has no end date), the strategy, oversight, measurement and refinement need to be on someone’s plate at all times. That “someone” is your CCO.

Remember, the idea behind successful content marketing is not only to know, but to grow. This means that your CCO should not only be proactive, but also analytical and reactive.

Other traits of your CCO include:

• Up-to-date on content marketing trends, with a strong grasp of the competitive landscape

• Able to report on the status of each and every content marketing initiative (both planned and ongoing) at any given moment

• Skilled at assessing specific metrics to gauge performance, such as site traffic or conversions

The chief also ensures excellence across numerous facets of your content marketing:

• Brand voice• Editorial and production of all content types• Design• Platforms and web resources • Integration of marketing strategies, including social media• Budgeting• Freelancer resources• Content promotion• Audience development• Research• Measurement

The list above is adapted from Epic Content Marketing, by Joe Pulizzi, McGraw-Hill Education

CHIEF CONTENT OFFICER I PAGE 5

The Problem:

“We want to create high-quality content, but aren’t sure how to go about it.”

A content marketing team of any size must be perennially focused on publishing compelling content. This means you must find a team member who will act as gatekeeper for your content.

A strategic content strategy encompasses many distribution channels, formats and topics, so you must have just one person who acts as quality control. This includes your blog, eBooks and any other published work.

MANAGING EDITOR2

THE MANAGING EDITOR POSITION REQUIRES A FULL RANGE OF MARKETING EXPERTISE. JOURNALISTIC SKILLS PROBABLY COME FIRST, BUT THE JOB IS FAR BROADER THAN JUST WRITING OR REPORTING.

~ KATHRYN ARAGON, MANAGING EDITOR, CRAZY EGG

“MANAGING EDITOR I PAGE 6

The Answer:

Meet Your Editor

“Managing editor” is the title most commonly given to the person running a company’s editorial output. Again, titles often differ. Many companies choose to call that person “content manager.”

The managing editor must have a solid command of writing and editing and be an experienced, talented storyteller. Because the proliferation of content marketing coincided with the decline of traditional journalism, brands can often hire talented journalists who may have been caught in the downsizing.

The managing editor’s main role is to oversee the “content” part of your content marketing. This doesn’t just mean original content, either. They will also create plans to repurpose your content into a variety of formats. For example, the managing editor can make sure that a high-performing blog post also becomes an eBook, infographic and SlideShare.

The managing editor, however, is seldom the main writer or source of the content. This means their responsibilities also include:

• Hiring and managing freelance writers• Developing content contributions from internal teammates • Providing creative direction

• Polishing contributions to maintain voice and quality standards (a.k.a. editing)

In addition to managing people, the editor manages a variety of processes, including:

• Scheduling

• Production• Recruiting new talent• Content budgeting and tracking• SEO• The use of images (photography, illustration, animation, etc.)• Writing blog posts, especially when content is needed for breaking news or internal communications

A final and often important role of the managing editor is to create a company-wide content marketing culture and nurture the skills of everyone involved.

MANAGING EDITOR I PAGE 7

The Problem:

“Why are we creating content but not hitting our business objectives?”

Content strategy is a common crack in the content marketer’s armor. Even amongst marketing groups that have clearly-defined objectives, documented content marketing missions and an arsenal of creative talent, there are persistent and difficult questions:

• What types of content should we create?• Who is our audience?• Do we have gaps hindering our conversion? • What content needs to be improved or discontinued?• How can we get more reach and engagement from our content?

CONTENT STRATEGIST3

UNDERSTAND: ALL GREAT, SPONTANEOUS AND EFFORTLESS-LOOKING CONTENT MARKETING STRATEGIES ARE FORMED AND SCALED WITH A SMART CONTENT STRATEGY AT THEIR CORE.

~ ROBERT ROSE, CONTENT STRATEGY OFFICER, CONTENT MARKETING INSTITUTE

“CONTENT STRATEGIST I PAGE 8

The Answer:

Meet Your Content Strategist

The demand for content strategists isn’t as high as it should be. The reason is that many companies don’t realize they need help in this specialized area, while even more struggle to define the precise skillset required.

We’ll tackle both of these issues now. You may need a content strategist if you need help in these areas:

• Strategic planning• Training • Market research

The actual tasks a content strategist may perform include:

• Content audits and cataloguing• Development of customer personas• Recommendation of content format types and topics based on your buying cycle• Design of workflow and content lifecycle processes• Content testing

The demand for content strategists is growing, but in the meantime, there are a number of ways to fill your content strategist void.

An experienced marketing planner expert may work in this role. He or she should be someone who can work well with your COO, managing editor and contributors.

If you simply want to expand your capabilities but not your workforce, an agency or consultant can be called into action periodically or placed on retainer.

CONTENT STRATEGIST I PAGE 9

The Problem:

“We don’t have an engaged social media audience.”

Your prospective customers are active on social media, but is your business?

While a decent portion of businesses have established a social media presence, most are lagging. Even if they’ve created a presence, many don’t employ anything beyond the “post and hope” method in their social strategy.

These businesses are missing out on opportunities to increase visibility, build relationships, learn more about customers and cash in on the most powerful form of marketing: word of mouth.

SOCIAL MEDIA STRATEGIST4

A SOCIAL MEDIA STRATEGIST NEEDS TO BE FEARLESS AND ADAPTABLE, WITH A STRONG THIRST FOR KNOWLEDGE.

~ TIA KELLY, SOCIAL STRATEGIST, UNBOUNCE“

SOCIAL MEDIA STRATEGIST I PAGE 10

The Answer:

Meet Your Social Media Strategist

Your social media strategist (sometimes called a community manager) will lead your company’s efforts to join, become active in and engage with your audience in innovative ways. The strategist’s responsibilities should include:

• Staying up to date on industry trends • Analyzing your competition’s social media and content marketing • Engaging with your audience on social media• Tracking mentions of your brand online • Recommending strategies for paid social media advertising and sponsorship programs• Building and growing communities on all important social networks• Connecting and collaborating with influencers in your industry

So what types of talent and skills should you look for in a social media strategist? They should have a strong familiarity with social media networks at a minimum. This means more than a technical ability to use Facebook and Twitter; it means knowing what qualifies as channel-appropriate content, understanding each social network’s voice and being open to experimentation with social media monitoring and analytical tools.

On a personal level, they should be a people person with excellent conversational skills. Remember: they are a public face of your company, so they should have a desire to understand and help customers.

SOCIAL MEDIA STRATEGIST I PAGE 11

The Problem:

“We need visual content.”

Much has been written about the importance of visual content, especially its ability to increase the value of your copy-driven content.

Visual content accelerates learning and improves recall. When it comes to digital marketing, visual content can also foster sharing, improve engagement and increase time on site.

As the most popular social media networks have become increasingly visual, a new breed of visual social media has emerged. Pinterest and Instagram are two of the most obvious examples.

Given that your audience responds to visual content, it’s become clear what you need to do.

GRAPHIC DESIGNER5

THE ROLE OF A VISUAL DESIGNER IS...TO CREATE A UNIQUE INTERACTIVE EXPERIENCE THAT GRABS PEOPLE AND MAKES THEM WANT TO EXPLORE YOUR CONTENT.

~ WILL BLANTON, SENIOR INTERACTIVE DESIGNER, KAPOST“

GRAPHIC DESIGNER I PAGE 12

The Answer:

Meet Your Graphic Designer

A member of your existing team may be able to tackle some content design projects. It’s also conceivable for your company to line up a freelancer for certain projects. However, a content marketing team growing at the speed of the interactive age must have a web-savvy graphic designer onboard to design all of their content marketing. As is often the case with traditional agencies or corporate marketing departments, the designer may even be given the role of creative director.

The designer is likely to tackle the following:

• The creative direction of your blog and web pages• Infographics, Pinterest images and SlideShare decks• Web-based assets such as eBooks and white papers

This means that your designer should have formal training in graphic design, command of Adobe software (or an equivalent suite), proficiency in web development languages and above all, an ability to meet deadlines and work under pressure.

GRAPHIC DESIGNER I PAGE 13

The Problem:

“We need video content.”

Video is no longer the Internet’s up-and-coming medium. It’s critically important in the here and now.

By any measure, video has become a prominent force in content marketing. Video plays a major role in the content marketers’ media mix not only because of its popularity, but because of its power to elicit emotions. B2C and B2B marketers alike confirm that video marketing multiplies brand association and drives purchase intent.

EXECUTIVE PRODUCER6

HAVING A SHORT-FORM VIDEO CONTENT MARKETING STRATEGY IS NO LONGER OPTIONAL. IT’S CERTAINLY THE FUTURE, AND INCREASINGLY THE PRESENT, AS WELL.”

~ JAY BAER, AUTHOR, KEYNOTE SPEAKER, AND CEO, CONVINCE AND CONVERT “

EXECUTIVE PRODUCER I PAGE 14

The Answer:

Meet Your Executive Producer

Content marketers with the right resources should bring an executive producer in-house. They will oversee the creation of all popular video types, including interviews, tutorials, demos and event coverage.

Other responsibilities include:

• Managing all video production

• Overseeing video budgets and projects, including hiring freelance film crews

• Planning, shooting and (sometimes) editing video

In order to make the most of your hire, look for someone with visual storytelling skills, technical skills in lighting and composition, familiarity with video editing and openness to collaboration.

A Note on Podcasts

The proliferation of mobile devices has prompted a surge in the popularity of podcasts. Like video, podcasts add personality, variety and versatility to your content marketing mix. They are also easy, fast and inexpensive to produce.

A serious podcaster will invest in recording equipment and audio editing software, though many podcasters achieve acceptable results with no specialized equipment.

If you aim to create podcasts as a regular element in your content marketing, the person at the helm should be adept at speaking, interviewing and doing research in preparation for interviews.

EXECUTIVE PRODUCER I PAGE 15

The Problem:

“We don’t know how to track the success of our content.”

There’s only one way to know whether your content is succeeding: define the metrics that are meaningful to your business objectives, capture the data, examine it and then take action. This process is generally defined as “analytics.”

The most successful content marketers closely track analytics. Nearly all of them use the free Google Analytics tool to some extent, but those that are most committed to analytics invest in additional tools, which often include a marketing automation or analytics platform.

ANALYTICS GURU7

ANALYTICS GURU I PAGE 16

The Answer:

Meet Your Analytics Guru

A sizeable content marketing team should have a person in place expressly for managing ongoing analytical processes. For most teams, however, the analytics guru wears another hat or two (such as content strategist).

In either case, your analytics guru should be up to these tasks:

• Tracking all site traffic and behavior, from a high level to a granular one• Monitoring the traction and success of content initiatives, often through custom-built dashboards• Aggregating data from multiple sources and clearly presenting the findings • Working closely with the content strategist to analyze the data and forge action plans • Using data to develop business insights and recommendations

• Performing tests to optimize content marketing processes

Your analytics guru should be in tune with your content marketing plans, have a thorough knowledge of analytics tools and know best practices for statistics, SEO and predictive analysis.

ANALYTICS GURU I PAGE 17

The Problem:

“We have too many tools and processes to manage.”

Successful content marketing calls for people, processes and promotion. The most effective publishers also have the technical command needed to be nimble, fast and efficient.

You’ll want to identify the tools needed to drive your processes and have one or more people on your team know how to make the most of each one.

Though the following list is not comprehensive, the most important content marketing tools generally include:

• Blogging/content management system (CMS) to facilitate publishing• Plugins to expand functionality• Content optimization for SEO• Email marketing services• Analytics for websites and social media• Social media management• SaaS tools for creating specific content types • Collaboration software for content creation workflows• Webinar systems to host branded webinars and online meetings• Marketing automation platform (MAP) to automate processes and integrate multiple channels

SOFTWARE SPECIALIST8

SOFTWARE SPECIALIST I PAGE 18

The Answer:

Meet Your Software Specialist

Unless you need five or more of the above list, you probably don’t need a dedicated engineer on your team. You just need someone with a strong left brain on your team to take over (think analytics guru or content strategist).

If you need more than five of the above tools, you should probably hire a product person to manage, train and maintain them. Hire or train someone with an appreciation for data and business intelligence, the ability to quickly learn software tools and a broad understanding of content marketing.

OVERWHELMINGLY, WE FOUND A DISCONNECT BETWEEN MARKETING AND IT WHEN IT COMES TO TOOL SELECTION, CAPABILITIES, REQUIREMENTS AND CROSS-FUNCTIONALBUY-IN. WITHOUT CONTENT OVERSIGHT, STAFF…ARE END-USERS RATHER THAN STAKE-HOLDERS IN THE SELECTION, IMPLEMENTATION, AND FEATURE SET OF…TOOLS.

~ EXCERPT FROM ORGANIZING FOR CONTENT BY ALTIMETER GROUP

“SOFTWARE SPECIALIST I PAGE 19

You’re building a team to accomplish your all-important content marketing initiatives. Who do you hire? What skills do you look for? If you were to analyze how their brains work, what would you find?

In this infographic, we profile six key talents it takes to assemble an ultra-effective content marketing team.

• NETWORKS WITH THE BEST OF ‘EM• SPONGES UP NEWS• THINKS IN CHARTS

1 I STRATEGIC LEADER

CONTENT MARKETING

TYPES

• FUTURE FOCUSED• BUILDS TEAMS • LOVES TO SPEAK

Directs the content marketing strategy and leads your team.

• CCO• CONTENT STR ATEGIST • DIGITAL MARKE TING DIRECTOR

• BUILDS STRATEGY • CREATES BUDGET • EXECUTES PLANS

• TELLS STORIES • RESEARCHES FACTS• LOVES INTERVIEWING

2 I MANAGING EDITOR

• WORKS WELL UNDER PRESSURE• TAKES COPIOUS NOTES• ENJOYS NON-FICTION

Quality control for everything you publish.

• MANAGING EDITOR• CONTENT MANAGER • RUNS THE BLOG • WRITES

•EDITS • HIRES WRITERS

3 I COMMUNITY MANAGER

• SOCIALIZES RELENTLESSLY• SHARES WISDOM• STARTS ONLINE CONVERSATIONS

• MULTITASKS• LOVES A BRISK PACE• APPRECIATES POLICY

Distributes and promotes content to engage a social media audience.

• COMMUNIT Y MANAGER• SOCIAL MEDIA MANAGER

• MONITORS THE INDUSTRY • MAKES CONNECTIONS • GROWS COMMUNITY

• MANAGES SOCIAL ADVERTISING

• LOVES PSYCHOLOGY • GENERATES IDEAS• APPRECIATES ART

4 I WRITER

• GIFTED IN PERSUASION• SOLVES PROBLEMS• READS LIKE MAD

Educates, entertains and inspires readers with an acute command of prose and persuasion.

• JOURNALIST• COPYWRITER • BLOGGER• FREELANCE WRITER

• SUBMITS CONTENT IDEAS • WRITES BLOGS POSTS • INTERVIEWS SOURCES • WRITES VIDEO

SCRIPTS, INFOGRAPHICS & PRESENTATIONS

5 I GRAPHIC DESIGNER

• LOVES TYPOGRAPHY• LOVES PHOTOGRAPHY• LOVES ILLUSTRATION

• SWIFTLY LEARNS SOFTWARE• DOODLES• COLLECTS COOL-LOOKING STUFF

Master of visual marketing who possesses sick graphic skills to give your content stopping power.

• GR APHIC DESIGNER• UX EXPERT• VIDEOGRAPHER

• GRAPHIC DESIGN • DESIGNS EBOOKS • SELECTS & CUTOMIZES IMAGES

• CREATES INFOGRAPHICS & SLIDES

• ACES MATH • QUESTIONS EVERYTHING• FINDS TRENDS

6 I ANALYST

• DIGS DATA• DIGS THE DETAILS• DIGS DASHBOARDS

Aces analytics, a key component of content marketing.

• ANALYST • PLANNER• STR ATEGIST • MARKE TING AUTOMATION SPECIALIST

• DEFINES METRICS • MASTERS ANALYTIC TOOS • RESEARCHES AND

REPORTS • MANAGES SEO

9

A SIX-PACK OF PERSONAS

Interviewing

The best interview insights come from asking behavioral questions. Be prepared with questions that allow prospective hires to demonstrate experience and knowledge.

Behavioral questions include:

“Tell me about a time when you…”

“What approach did you use to…?”

“How do you measure the success of…?”

Portfolio reviews and auditionsAsk to see the candidate’s previous work and encourage him or her to share its back-story. You can even consider paying the candidate to “try out” by completing a small project or auditioning with a small, unpaid project. Just be wary of the latter – many skilled employees won’t do any work for free, at least not without some sort of guarantee.

HIRING TIPS10

“CONTENT MARKETERS NEED TO UNDERSTAND HOW CONTENT FITS INTO THE OVERARCHING MARKETING PUZZLE, STIMULATES LEAD GENERATION, AND ATTRACTS THE RIGHT PEOPLE INTO THE SALES FUNNEL.”

~ JAY BAER, AUTHOR, KEYNOTE SPEAKER, AND CEO, CONVINCE AND CONVERT

“HIRING TIPS I PAGE 21

Skills to look for

Content marketers should focus on hiring people with some or all of the following:

Writing skills Writing skills are all-important to content marketing. Look for clear, concise and convincing communications across resumes, social media profiles and portfolio pieces. Consider asking candidates how they develop content ideas and tell stories.

Social skillsThink of social skills as they relate to communication. Invoke conversations about past collaborations, talk about the candidate’s use of social media and perhaps even ask for opinions about what makes for productive networking.

Research skillsContent marketing almost always possesses a “digging” element, so have the candidate explain how they would collect source material. Also ask about their own interviewing tactics and listen for smart questions.

Business skills Effective content marketers understand business strategies. Ask for examples of past experience that can be traced to business objectives and outcomes. Maybe even try to get the candidate to think on his or her feet by brainstorming ideas or solutions to real-world challenges that you’ve experienced in recent months.

HIRING TIPS I PAGE 22

Whether you’re starting up or scaling, you’re likely to put freelancers to work at many stages of the game. This is especially true of freelance writers.

So is it best to find a great writer and school him and her on your industry? Or should you reverse this approach?

These types of questions typically continue even after you find a good freelancer: how can you form a solid, long-term relationship? How should the process work?

Industry expertise: Yes, writers who know your turf can be helpful. However, writing chops and cultural fit rank higher.

Types of writers: Writers who are also versed in content marketing and social media may be your best fit. Additionally, traditional copywriters, journalists and technical writers offer freelance services. You’ll just want to match the skills to your needs.

Clear expectations: Leave nothing to chance. In forging your agreements, clearly state expectations as they relate to goals, research requirements, scheduling, length and editing process. Agree in advance on fees and payment terms.

Budgeting: Fees vary widely from pennies to $1 per word. Some freelancers charge hourly or offer per project fees. Retainer arrangements are also common for ongoing work and may allow for volume-based discounts. Generally speaking, you get what you pay for.

Copyrights: You pay for use of the copy, not ownership of it. Unless you put a formal agreement in place, the writer holds the copyright. If you want to own the copyright, agree to this upfront.

Start smart: Rather than commit to a long-term relationship or large project with a new writer, it’s smart to start small with a small project, such as a blog post.

HIRING FREELANCE WRITERS11

HIRING FREELANCE WRITERS I PAGE 23

Tips for interviewing writers

Consider asking the following interview questions:

• “I like ‘X’ piece you wrote for [name of publication]. Could you tell me more about how you approached and completed the assignment?”

• “What do you know about our target audience?”

• “How do you optimize your content for search?”

Also ask open-ended questions to give the writer a chance to allow you to gather insights on how the writer thinks:

• “Where do you like to write and why?”

• “Why did you become a writer?”

• “What’s the most fun assignment you’ve ever worked on?”

HIRING FREELANCE WRITERS I PAGE 24

SAMPLE CONTENT MARKETING ORGANIZATIONS12

Small business - 2 person team

With limited resources, a content marketing team of two should include a leader (CCO) who manages all processes, as well as a managing editor who shares the additional responsibilities.

STRATEGY

PROCESS

ANALYTICS

SOCIAL MEDIA

GRAPHICDESIGN

VIDEO

CCO

MANAGING EDITOR/WRITER

Share responsibility for:

SAMPLE CONTENT MARKETING ORGANIZATIONS I PAGE 25

STRATEGY SOFTWARE ANALYTICS

Collaborate on:

Appointed to manage/outsource as needed:

GRAPHIC DESIGN VIDEO

CCO

MANAGING EDITOR/WRITER

WRITER(S) SOCIAL MEDIA

SAMPLE CONTENT MARKETING ORGANIZATIONS I PAGE 26

Small business - 4 person team

As resources allow, a content marketing team should hire at least one writer and a social media manager.

CONTENT STRATEGYResponsible for:

SOFTWAREVIDEOManages as needed:Manages as needed:

SOCIAL MEDIA

WRITER(S) DATASPECIALIST

GRAPHICDESIGNER

MANAGING EDITOR/WRITER

CCO

SAMPLE CONTENT MARKETING ORGANIZATIONS I PAGE 27

Mid-sized business - 6-person team

When more than four people are needed and resources allow, a dedicated graphic designer and data specialist will help each member of the team focus on their primary tasks.

WRITER(S)

SOCIALMEDIA

GRAPHICDESIGNER

SOFTWARESPECIALIST

VIDEOGRAPHER

DATASPECIALIST

CCO

SAMPLE CONTENT MARKETING ORGANIZATIONSE I PAGE 28

MANAGING EDITOR

CONTENTSTRATEGIST

Large-sized business - 9-person team

A complete content marketing team will feature nine or more specialists (some positions may be outsourced).

SAMPLE CONTENT MARKETING ORGANIZATIONSE I PAGE 29

As a reminder, the size of your content marketing team will ultimately be decided by your business objectives and available resources. It also depends on your overall content marketing strategy. If you have further questions or just need content inspiration, check out these resources:

6 Content Marketing Strategies for Small, Medium & Large Businesses

Why Should CEOs Care About Content Marketing?

Content Marketing: The Key to Unlocking the Active Customer

What Makes Content Marketing ROI Work?

How to Budget for the True Costs of Content Marketing

5 Tips for Content Marketing ‘Boring’ Products, Services

Why Brand Storytelling Is Not Enough

ABOUT US12

About the author

Barry Feldman operates Feldman Creative and provides clients content marketing strategies that rock and creative that rolls. Barry has recently been named a Top 40 Digital Strategist by Online Marketing Institute and one of 25 Social Media Marketing Experts You Need to Know by LinkedIn. Visit Feldman Creative and his blog, The Point.

Barry Feldman

About Demand Media Content Solutions:

Demand Media Content Solutions is a content studio connecting brands to audiences through original text, video, visuals and other innovative formats. Almost a decade ago, our founders had a vision for changing the way brands communicate and connect with digital audiences. Today, Demand Media has grown and evolved into a network of more than 3,000 quality journalists, filmmakers, photographers and artists. Through our owned and operated properties such as eHow, LIVESTRONG.COM and Cracked, we reach one in three Americans every month. This scalability informs our proprietary data sets, shapes every content marketing strategy decision and ensures our brands are delivering the right message at the right time and always to the right audience.

About Scribble Live:

ScribbleLive is the provider of the world’s leading complete content marketing and live publishing software platform powered by big data. Our all-in-one SaaS solution combines predictive analytics with content planning, creation and distribution technologies to deliver optimized business results. ScribbleLive is used by over 500 enterprises including large global brands such as Red Bull, Bayer, Ferrari, CNN, Sky News and Yahoo!. For more information, visit www.scribblelive.com.

ABOUT THE AUTHOR I PAGE 30