Your consultant/strategist can help your company put together a comprehensive content marketing plan. To implement that plan, you will need a team of enthusiastic writers and content creators that have a business/marketing background.
Larger companies will often have a sizable team of people that create content, with a full-time Director of Content Marketing and/or Chief Content Officer, with an Editor or editors managing a team of busy content creators.
If you’ve read through some of the books on content marketing, the team hierarchies described can appear pretty overwhelming for a small business. The good news is, for your small business, the content creation will need to be managed by an editor and you will probably have several content creators. That’s it!
3 Small Business Content Marketing Team Approaches
1. In-house Editor and Content Writers/Creators
In-house editors are usually trained by the content marketing agency that crafted the company’s content marketing strategy. The editor keeps content moving out according to the editorial calendar. The editor is responsible for keeping the standard high, monitoring the content’s accuracy and adherance to the style guide. The editor is also in charge of proofreading absolutely everything to make sure nothing that goes out reflects poorly on your brand. Your editor cannot be afraid to edit incoming content dispassionately, or reject anything that doesn’t make the grade.
Content writers/creators have the one truly indespensible role. Content marketing only works with content. They will create your blog posts, write your ebooks and white papers, record podcasts and produce web video. From decades as a creative director, I can tell you that praise and encouragement are always the way to motivate creatives. (Save the criticism for bean counters. They tend to have thicker skins.)
2. Agency Editor and In-house Content Writers/Creators
In this approach, your content marketing agency appoints an editor to oversee the implementation of your content strategy. In order for this strategy to work, employees of your company must work closely with the agency editor to keep content moving out according to the editorial calendar.
Without the ability to take disciplinary action if content providers fail to hold up their end of the bargain, the agency editor will usually have more success working with people your sales team. Building sales associates as sub-brands, under the umbrella of your company brand, can deliver leads that convert into commissions. And there’s the carrot! In other words, commission sales associates get paid indirectly to help the content marketing agency deliver quality information.
(Most of our clients fit into this content ‘partnership’ relationship.)
3. Agency Editor and Content Writers/Creators
Content marketing tends to be a staggering amount of work. For companies with less than 20 employees, pulling skilled people from what they do well, to become content creators, can impact the quality of service they are able to provide to existing customers.
While there may be time to deliver news to the agency, as it becomes available, the best solution is to shine at what they do best, while letting the content marketers drive traffic, online leads and sales.
Many content marketing strategists and agencies, like ours, can help you coordinate in-house content development, train your team, or have a team of writers and creatives ready to take over the job for you, working closely with someone inside your company for source material. We’re adaptable, and will arrive at something that meets your needs, and those of your customers, perfectly.
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