How to Build The Right Content Team For Your Company
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Content marketing can't be done without a strong team behind it. This is because successful content marketing requires a well-structured team that suits your company in order for it to achieve key business goals. Learn more about what it takes to build a content team in this presentation based off our e-book, "The Ultimate Guide to Building a Content Marketing Team." Download here: info.scripted.com/ultimate-guide-to-building-a-content-team.html
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How to Build The Right Content Team For Your Company
- 1. How to Build The Right Content Team For Your Company Webinar
- 2. Meet The Speakers J.D. Peterson, CRO @JD_Peterson Nicole Karlis, Content Manager @NicoleKarlis
- 4. Why Build a Content Team?
- 5. Why Build a Content Team?
- 6. People Who Don’t Have a Content Team Claim Their Biggest Challenges Are… Producing Engaging Content Creating Content Consistently Measuring Content Effectiveness
- 7. Any company can produce content, but if you want to excel at content marketing — that is, content that increases awareness, drives leads, fuels social, augments PR, accelerates sales and even inspires advocacy — then you need a team with specialty skills. — Joe Chernov, HubSpot
- 8. What is a Content Team?
- 10. A person or group of people who oversee and execute a content marketing strategy for your business Content Team:
- 11. 4 Primary Roles
- 12. Additional Roles
- 14. How to Structure Your Content Team
- 15. How to Structure Your Content Team
- 16. Startup/Small Business Writing Services: Scripted Visual Assets: Visual.ly, 99Designs, Canva Promotion: Zemanta, Outbrain, Taboola Measurement: Google Analytics, Moz, KISS Metrics, CrazyEgg
- 18. Enterprise
- 19. How We Do It At Scripted Nicole Karlis, Content Manager Scripted Writer Community
- 20. Scripted’s 2015 Q1 Output
- 21. How Content Creation Happens
- 23. Pitching a Content Team To The C-Level
- 24. Know How to Field Objections
- 25. Your Boss Says: I Don’t See The Value In Content Marketing
- 26. Content Marketing Is Powerful ...
- 27. Your Boss Says: We Don’t Have The Money
- 28. Your Boss Says: It’s Too Hard to Execute
- 29. The Ultimate Guide to Building a Content Marketing Team 7 Exclusive Interviews Joe Chernov HubSpot Lee Odden TopRank Marketing Jason Miller LinkedIn
- 30. Q&A
- 31. Thank you
Notas del editor
- Good morning everyone and welcome to today’s webinar on how to build the right content team for your company. This webinar is based off our latest e-book, “The Ultimate Guide to Building a Content Marketing Team” which you will all receive after this presentation.
- I’m Nicole Karlis, the content manager here at Scripted. And I’m with our Chief Revenue officer JD Peterson. JD intro himself and his background.
- We’re super excited to talk all about building a content team. One of the many benefits we have here at Scripted is working with a wide range of companies who have all different types of content strategies. And with those different types of content strategies comes different types of content team structures. This experience has really given us a wide perspective on every way that a content team can be structured. We ask that you hold your questions until the end of our presentation. You will be able to ask them for the last 30 minutes by typing them in the chat box in the lower lefthand corner. We definitely encourage you to tweet along with us today using the #Scripted Webinar hashtag and the official Scripted twitter handle is @GetScripted Alright so let’s get started.
- Why build a content team?
- You’re here today most likely because you’re interested in building a content team. And that’s great because the truth is you can’t uphold a strong content marketing strategy without a strong team behind it. In fact, in some of CMI’s benchmark reports they found that 86 percent of highly effective organizations have at least one person in charge of their content strategy. And 47 percent of marketers have a dedicated content marketing group.
- What’s more interesting about that last stat though is that in the same report nearly half of marketers found these to be their biggest challenges with content marketing: Measuring content ROI Producing engaging content Creating content consistently See the correlation there? If you’re lacking a dedicated content marketing team, many problems and challenges are bound to happen — keeping your business from thriving off your content efforts.
- Joe Chernov, HubSpot’s VP of Content, said it best that content marketing simply can’t be done without a team behind it.
- What is a Content Team? So now you know you need a team. But what exactly is it? And how many people need to be part of it? The thing is, there is no one-size-fits-all for building a content team. But we’ll discuss the what you need to know to build a solid foundation.
- The thing is, there is no one-size-fits-all for building a content team. But we’ll discuss the what you need to know to build a solid foundation.
- A content team is a person or group of people who oversee and execute a content strategy for your business. Specifically, they’re responsible for things like: Creating a content strategy Setting Content Goals Curating & Sharing Content Engaging Visitors And more!
- Who do I need on my team? Who do I need on my team? On any content team, there are four primary roles. This doesn’t mean you have to have a content team with a minimum of 4 people- more on structure based on company size later – but these are the essential responsibilities that need to be executed. Content manager: This person is responsible for developing the primary content marketing strategy and ensuring that each of the other team members fulfill their parts as needed. This person is in charge of planning and maintaining a brand’s editorial calendar, in addition to giving the final stamp of approval for each piece of content that’s published. Content writer: This is the team member (or members) who generates the content — web copy, blog posts, articles, social media posts or any other component of the content strategy. Writers can be employed internally or come from a content writing service like Scripted. Content Editor: This role helps ensure content quality and consistency. Content editing requires not only checking pieces for spelling, grammar and flow but also ensuring the content is ready for a steady release schedule. Additionally, an editor checks that the tone, message and style accurately represent the brand’s voice. Content Distributor: The final essential role for your content marketing team is to distribute your content. This involves posting content on the appropriate channels, maintaining and monitoring email marketing campaigns and working with the content manager to brainstorm content ideas for lead generation programs.
- Additional Roles: There are many more people you can add to your content team — this all depends on your goals, budget and company size. A content team at an enterprise company might have an EIC at the exec level, or someone specifically dedicated to SEO at the startup level. Like we said, it all depends on the company size.
- Now that we’ve covered roles let’s talk about how to structure a team that’s right for your company.
- Like we previously stated, there’s no one size fits all for building a content team. But based on what we’ve seen, these are typically the structures we see for startups, SMB and enterprise businesses.
- In a single-person structure, one person might take on all four primary roles — including content writing, editing and distribution. Alternatively, this person might have everyone in the company contribute to content marketing efforts, assuming the role of coordinator to ensure consistency and quality control.
- Companies at the lower end of mid-size might also have one person dedicated to content, but with the ability to have marketing employees contribute — similar to startups. Larger mid-sized companies may be able to have two to four team members dedicated to content marketing — one in each core role — or perhaps combining roles within a two-person team.
- Companies with bigger digital marketing budgets usually have the resources to build extensive content teams when needed. These teams may have multiple content and community managers. But typically, there will still be a single team leader — for example: an editor-in-chief, a lead content editor or a dedicated analytics role.
- So now I’m going to talk about how we do it at Scripted. As the content manager here, I’m in charge of building and maintaining our content strategy. Here at Scripted, while we have a thriving content marketing strategy we don’t have a big team behind. We tend to follow the startup and small business structure. It’s really just myself and our community of writers. JD contributes to the blog as well and our marketing director Eric MacColl who helps create collateral for sales. But really I’m the only one responsible for our content output.
- What? Well in this last quarter we published about 60 blog posts between our content marketing and writer blogs. This averages about one article per day. In addition to blog posts, we’ve hosted 3 webinars with follow-up content. We’ve had a few influencer interviews that I’ve conducted - with celebrities in the content markeitng space like Content Marketing Institute’s founder Joe Pulizzi and OKCupid’s co-founder Christian Rudder. Finally we published our big, meaty piece of content which is why you’re all here - our Ultimate guide to building a content team which is a 30-page book that covers everything from outlining a strategy for your company to how to hire your team.
- How? Scripted can help with all areas in our pyramid of written content.
- Say something like we have an annual and quarterly basis we establish our core strategy – we look at the target market we’re trying to go after. Understand what’s working with our audience. Look back at what’s work and hasn’t! For example this quarter we have our lead goal and we specifically are going after certain verticals. So how are we able to create all of this content with just one person and Scripted? A lot of it has to do with planning in advance. We start planning the content we’re going to publish a month in advance. Tomorrow we actually have an editorial calendar meeting to plan all of our content for May. These editorial calendar meetings aren’t just me talking to myself though. We have about 9 people from all different departments in the company who can bring content ideas from different perspectives. In addition to our editorial calendar meetings I use topic pitching where Scripted writers can submit blog post ideas to me around a certain topic and from there I can accept or reject them.
- This is so
- Let’s get started!
- Objection: I don’t see the value in content marketing I’d point to another stat from CMO Council where they found that 90 percent of consumers find custom content useful, and 78 percent believe that organizations providing custom content are interested in building good relationships with them. I would then be prepared to show a couple case studies about content marketing success. And in our e-book we have three that you can show to your boss if you are face ditch this objections about how content has helped reach company goals.
- Content Marketing is a very powerful strategy because it can help you achieve goals in all areas of your content marketing strategy. But does your boss know that? We’re going to spend that last potion of this presentation explaining how to rebuttal your executive’s concerns to ensure that you get approval to build the content team you want. For example: It starts with communciating that content plays a role in all of these business objectives.
- Objection: Your boss says we don’t have the money. We’re spending thousands on lead gen campaigns and adwords, we don’t have any money to build a content team. This isn’t a magazine a magazine. I’d say first of all: you’re spending all of this money on getting leads, but how are you building trust with these leads? There is no better way to generate leads without content. Content will generate us leads. HubSpot did a survey and found that content-driven tactics save an average of 13 percent in overall cost per lead. They also found that inbound marketing delivers 54 percent more leads into the marketing funnel than traditional outbound marketing. Content is the primary fuel to the lead engine! Leads from content-driven tactics are more qualified and it allows them to build more trust. Better cost and more qualified.
- Your boss is being so stern and says it’s simply not in roadmap. I think this is a situation where you can emphasize that you can tap internal resources. Talk to sales get them on board. External resources: Creation services like Scripted, but also your own users and your own community. UCG is very powerful. Guests posts. Content curation – while it’s also important to have your own brand and voice, curating content is a good idea. You can start off with something as easy as a news roundup for your blog.