Content marketing roles extend beyond the content team
Aside from full-time roles related to content marketing, this post will outline other attendant and associated functions that could have contact with material marketing staff periodically.
Many of these roles will overlap on smaller teams
Most groups are not in a position to assemble a separate division just to cover content marketing. Only the most extensive companies will possess every individual on this roster.
Nonetheless, if you are hiring one or two content marketers, you have to be practical and ensure that those personnel can carry out various tasks included underneath.
Content Producers
Core Focus: Creating and repurposing content
Concerning content marketing squads, it is evident that a content creator is necessary. The phrase “content producer” is frequently used to refer to a number of related roles. The sort of content maker your squad requires will be determined by your content marketing scheme – if SEO content is your center point, then employing a skilled writer is a sound decision. Those looking to take their video project to the next level may benefit from hiring a videographer.
One way to bring in outside assistance for content production is by having freelance staffing, however, for this type of arrangement to be successful, stringent management, review, and strategy must be in place. The latter will be addressed further.
Writers
Focus: Writing content.
The position of content writer is often a vital part of a content marketing team. The people working within the project need to have the capacity for storytelling with a full awareness of the product, their customer base, and strategies for convincing them to act in a desired way.
A content marketing team often recognizes the potential of SEO as a promotional instrument and thus hires a writer first. Writers play a pivotal role to the achievement of success for diverse areas of marketing, from product marketing, demand generation all the way to brand and community building, making them a valuable asset to any team.
Content writers should be brought on board solely for their writing skills, even if they possess a general understanding of SEO and can use SEO software. It is plausible that certain SEO holes can be filled in the early stages of a content marketing plan, yet you will need to recruit a qualified person as your program grows in size.
The core skills and capabilities of a content writer should include:
- Superior research and analytical skills, the ability to get to the heart of a story, and separate fact from fiction
- Expertise in the niche, either through formal training or prior experience
- A demonstrated knack for writing, with a portfolio of published content
- Cross-format skills, e.g. ability to convert a blog post into Twitter threads, video scripts, emails, infographics
Designers
Focus: Creating visual content assets.
Employment opportunities in design are not limited to making attractive visuals.
A content marketer should have the skills necessary to make instructional diagrams, graphs, tables, and any other visual elements that will aid them in achieving more than just basic text organization.
Designers are able to come up with exciting slides for materials used to set up sales, e-books, and locked downloads, as well as produce custom visuals for social media and email campaigns funded through advertisements. Furthermore, they guarantee that all aspects such as brand characteristics, images that respond to different screen sizes, and file optimization for rapid page loading are followed.
The responsibilities of a content designer include:
- Using a creative brief from the editor or content manager to create new visual assets
- Working with content writers to repurpose blog posts into infographics
- Annotating screenshots and other product-led visual assets for informational content
- Collaborating with product managers for conversion-driven landing pages
- Understanding and applying best practices for design assets across paid acquisition channels
- Developing or maintaining brand guidelines, and ensuring consistency across owned channels (website, social media pages, directory listings, video platforms)
Video Editors
Focus: Creating video content.
Video editors can be of service if you want to capitalize on platforms such as YouTube in connection with your content marketing campaign or turn to video as a fundamental asset of your promotional strategy. It is an option, given the correct financial circumstances, to invest in both written and visual material as well as video.
The key responsibilities of a video editor include:
- Working with editorial teams for video storyboarding and scripts
- Editing raw footage content and cutting video sequences
- Organizing and managing all audio and video assets
- Ensuring consistency with brand guidelines
- Expertise in editing software such as Premiere Pro, After Effect, Photoshop, etc.
Web Developers
Centering on managing internet material, improving UI/UX, and generating interactive content elements.
If your content marketing plan involves interactive components or material, that surpasses the area of expertise of typical graphic design roles and requires staff and aptitude in development or data visualization.
A web developer is not usually a part of a content marketing team; however, there can be a lot of benefit from such an addition when the content program and company are well-developed.
For example, you could have someone assigned to front-end work who is responsible for constructing the rest of your website, but also is on hand for the content marketing team to handle such areas as optimizing page loading times, creating unique visual parts, and managing content management.
Interactive content likewise often needs to be developed through custom programming or to be included in a website, and this is something web developers will manage.
Content Manager
Ensuring content is released according to schedule is important while managing a editorial calendar. Keeping a close watch on the timeline and making it a priority will ensure successful publishing. Plus dozens of side tasks.
This job involves a tactical strategy in order to plan, put into effect, and supervise an editorial timeline that guarantees a consistent publishing program. One is expected to oversee a staff of internal and external writers, edit submissions, and apply their powers of critical assessment to ensure that the branding voice, tone and design reach a certain quality standard.
It has been observed that more extensive content plans have different editors, all concentrating on a different part of the content promotion plan. An example of this is that there is a content manager whose job is to increase the number of viewers on the blog as well as related statistics such as the amount of times the brand is mentioned, becoming more well-known and producing backlinks.
Someone else might be responsible for constructing conversion-driven landing pages, safeguarded content, and materials to assist the sales process. A third individual may concentrate on helpdesk information and specialized writing help.
Regardless of how the team is structured, a content manager must have the following skills and attributes:
- Communication and people management skills to work with individual contributors
- Project management to ensure timely delivery of all content assets
- Numbers driven, comfortable with spreadsheets or other data visualization platforms
- Strong content management and governance skills
- Ability to conduct basic keyword research and idea validation
- Top-notch writing and editing skills
- Comfort with martech tools and attribution software
- Understanding of buyer journeys and the role content plays at each stage of the funnel
- Demonstrated ability to produce compelling content briefs and outlines
Community Managers
In the present year, all companies must have some sort of presence on social media. If your business is not on social media, you are not taking full advantage of marketing possibilities.
The priority of the community manager is to advertise your material and connect with users on social media sites. The captivating element of the role of a community manager is its complexity.
As the community manager, you are expected to be able to communicate effectively with potential clients and customers.
It is important that you possess the ability to offer customer service now and again, or else have methods ready for fast evaluation and referring any issues that come up.
Sometimes, a community manager may be requested to come up with a short message to generate excitement about a new product, service, or event. The person in charge of managing the community has to be extremely flexible and ready to do whatever the company dictates. This means donning different marketing caps simultaneously.
Content Creators and Contributors
The life source of the content marketing team is the people who develop and contribute the content.
In a nutshell, creators and contributors are essential for the existence of content marketing. They provide content that is detailed, superior, and applicable to the topic at hand.
People who help create content and add to it are essential to helping your business stay up-to-date and relevant. If there is a shift in the way search engines and algorithms operate, your content can stay up-to-date by having your writers and contributors generate material related to it.
Individuals you might want to include on your group can be writers, videographers, photographers, visual makers, and sound specialist.
These options can be full-time or part-time, conducted internally or hired externally, done on-site or off-site – or any combination of those.
Analytics Specialists
Content production cannot be done blindly. Every piece of content published online must have a clear motive.
If you want to increase the visibility of your company, the content you share should be beneficial in advancing that purpose.
Are you able to determine if your work is having a positive outcome?
It is essential for someone to analyze and gain insight from the outcomes of your content marketing strategies. An analytics specialist can do exactly that.
Experts who specialize in analytics can use data from multiple sources to evaluate how well your content marketing campaigns are performing and whether they are meeting the desired goals. They can also determine if the approaches are surpassing the expectations or lacking in certain areas.
This person knows how to identify and evaluate key indicators and communicate only the relevant information to all stakeholders. They will not provide the Director with the same document they crafted especially for the video editor.
Analytics experts can point out methods to enhance your content. They can give you an indication of whether the length of the material is suitable or if it ought to be altered.
Content Promotion Specialists
This is one area where it would be beneficial to employ freelancers. These individuals are outsiders who are hired for distinct activities; they aren’t consistent personnel of your company and are knowledgeable in their area.
As an example, bringing in someone who can modernize your website could be beneficial so that your content is more visible. You can employ a web developer to accomplish this.
Compensation for freelancers who specialize in paid search and social media is attractive since these jobs involve knowledge in particular areas of content creation.
You could hire a freelancer or agency to assist you in obtaining more exposure for your content through link building or public relations.
You could opt to team up with influencers when aiming to make more interesting content. It is probable that influencers will demand a significant fee for their services, but the extra public attention that this can bring to your business may be worth the investment.
Editors
No content created by your team should be uploaded without being checked over by someone first. One major misstep could tank your company’s reputation.
Avoid those mistakes by hiring content editors. The person in charge of the department must make sure that the quality of its work remains at a high level.
They create and carry out methods that guarantee the accuracy of the material and protect the brand from any copyright issues or similar predicaments.
Editors make sure that the material published by the agency is as close to faultless as it can be.
In addition, they may need to modify the material or demand adjustments in certain circumstances. They make sure written content follows the established brand guidelines, offering direction, checking facts, doing line editing, and taking any additional measures necessary.
It is possible to employ video and audio editors, based on the kind of media. These people can be in-house or outsourced.
Content editors perform endless checks on the materials presented to them. Doing this task takes up a lot of time and energy and is essential for the running of the content marketing group.
Editorial Assistants
Posting material, revising and adjusting visuals, issuing reminders to contributors, penning meta explanations, and other dreary activities may be greatly improved by bringing an Editorial Assistant on-board.
This individual provides assistance to content editors and authors with their responsibilities, taking on the part of an auxiliary who oversees what jobs they are able to accomplish.
Intermediate SEO expertise can be advantageous for Editorial Assistants, as it gives them the opportunity to utilize key SEO tools to help your website be more findable through organic searches.
Again, this person could be in-house or outsourced. They might be obtainable all the time, or only obtainable on an as-needed basis. It is preferable to do business with the same individual or team on a regular basis so that they become very acquainted with the company and the way you make content.
The Takeaway
In short, content marketing is not a solo operation.
You must have the willingness to collaborate with others and make sure to select the proper personnel in order to achieve success.
It’s improbable that your squad is similar to the one I described. The members present in a modest marketing squad could potentially be only one or two individuals who undertake a plethora of jobs and duties.
