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How to Build a Content Marketing Team - VQ Success

How to Build a Content Marketing Team

How to Build Your Content Marketing Team

You have two options for implementing your content marketing strategy. First, you can hire a content marketing agency. We’ll discuss this option in the conclusion of this article. The other option is to build your own in-house content marketing team, which we’ll talk about right now.

According to 2020 research from CMI, the average content marketing team size (for B2B and B2C organizations) is between two and five people. In my experience, the ideal content marketing team includes four members, each with their own set of specialized skills, strengths, and personality traits. I’ll start by summarizing each of these team members and their respective traits. Then we’ll summarize how your content marketing team might implement your content marketing strategy.

Average B2B Content Marketing Team Size

Summary of Your Content Marketing Team

  • Writer: Red (Dominant)
  • Salesperson: Blue (Influencer)
  • Manager: Gold (Supportive)
  • Editor: Green (Compliant)

NOTE: if you need to start with a two-person marketing team, try looking for one person who can fulfill the role of Writer and Salesperson and another who can fulfill the role of Diplomat and Editor. 

Content Marketing Team Members

Picking Your Writer

Ideally, your writer should be someone who can quickly grasp complex ideas and put them into words. They should also be interested in the subjects they’ll be writing about and have some real-world experience with it. Find someone who is either a member of the demographic you’ve identified in your buyer’s persona or who has real-life experience communicating with them. Finally, they should be someone who communicates well with your salesperson. This will ensure that their writing is as relevant and authentic to your buyer’s persona as possible. I’ll explain this below. 

Picking Your Salesperson

This person should literally be a salesperson at your company. I say this because their primary job is to ensure that your content is relevant to the types of conversations your sales or customer service staff has with real customers. I’m often consulted about creating sales copy for small businesses. Many times, the owner insists that I’m the person they should talk to about how to describe the product or service. In EVERY instance, I insist on also talking to the person who takes incoming calls from prospective clients. This person will have the most practical knowledge of which words, phrases, and other linguistic nuances will make your content sounds authentic to your buyer’s persona. 

Picking Your Manager

This person should literally be a salesperson at your company. I say this because their primary job is to ensure that your content is relevant to the types of conversations your sales or customer service staff has with real customers.

I’m often consulted about creating sales copy for small businesses. Many times, the owner insists that they are the person I should talk to about how to describe the product or service. In EVERY instance, I insist on also talking to the person who takes incoming calls from prospective clients. This person will have the most practical knowledge of which words, phrases, and other linguistic nuances will make your content sound authentic to your buyer’s persona. 

Average B2C Content Marketing Team Size

Picking Your Editer

This should be someone obsessed with details, accuracy, and credibility. If your writer, your salesperson, and your manager are doing their jobs, you’ll be producing and publishing a massive amount of content. Your editor will be the quality-assurance expert who makes sure your content is clear, credible, and error-free. Ideally, you’ll want to pick someone who is good at uncovering the fine details that will make your content uniquely credible. 

Working With Your Content Marketing Team

Working with your content marketing team is a complicated topic which we’ll cover in another article. For now, we’ll revisit each step of the content creation process and look at how your team might work together on each step. 

Step #1: Plan Your Content

This step starts with your team brainstorming a list of topics. Next, your salesperson advises which topics will be most relevant to your buyer’s persona. After you have a list of topics, your writer and salesperson work together to generate an idea for your content. Once you’ve generated an idea, your writer and editor work together to research the topic and to create an outline. 

Step #2: Write Your Content

Once you’ve got an idea, an outline, .and some solid research, your writer goes to work and hammer out the first draft. Remember that the secret to this stage is to have ONE PERSON write the content. Don’t bring in anyone else until the first draft is done. The only exceptions are if your writer needs to ask your salesperson the best way to say something, or if wants your editor to check a source or research a specific point. 

Step #3: Polish Your Content

Each round of editing should be handled by the team member who has the skills and temperament for the job…

  • Round #1 – Edit for Clarity: your salesperson.
  • Round #2 – Edit for Style: your writer.
  • Round #3 – Cleanup: your editor.

Once your content is finished, the final step is to publish it. In my experience, it’s best to assign this to either your editor, your manager, or a fifth team member. If you’re only working with a two-person team, I suggest training a part-time or freelance assistant to handle this. If everyone on your content marketing team has a highly specialized role and the skills that fit the responsibilities for that role, your content marketing strategy will go smoothly and successfully.

So, how will you know whether your efforts are paying off? More importantly, how do you convince your client (or the people in C-Suite) that your content marketing strategy is achieving its goal(s), winning new customers, and making money? That’s where the final two steps of your content marketing strategy come into play.

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