Content marketing costs 62% less than traditional marketing yet produces almost three times as many leads. It’s easy to see why 89% of B2B marketers use content marketing as part of their strategies.
However, executing an effective content marketing program is no simple task. It requires a skilled team and a well-run process. To help you build and operate an elite team of editors, strategists, writers, videographers, and designers, follow these tips curated from 13 marketing experts.
1. Create a content marketing strategy
“Before you start looking for writers, you need to create an effective content strategy that will help you decide on the type and number of writers you need to hire. The strategy will also help you stay focused on your long-term goals and not just on producing content.” – Jill Phillips, Buildfire
Creating a content marketing strategy isn’t a superfluous exercise to kill time. Your strategy is the DNA for how your brand communicates with the outside world. It’s also the genetic code necessary to build the best team to execute the strategy.
2. Structure your team effectively
“The way you structure your team sends a strong message about what your team is currently prioritizing and deprioritizing.” – Kipp Bodnar, HubSpot
To function efficiently, it’s important to have clearly defined job roles and a formal structure for your team. Without this, responsibilities get blurred and chaos usually ensues.
With a team of editors, designers, and writers, you need a leader. This is typically your managing editor or content strategist, who is responsible for keeping the team in alignment with the growth goals of the organization.
3. Choose your managing editor wisely
“The managing editor is the actual day-to-day storyteller for the organization. The managing editor makes the content compelling.” – Joe Pulizzi, Content Marketing Institute
Your editor is the linchpin of your content marketing operation – you want to choose him or her carefully.
Find someone who pays meticulous attention to detail, is highly organized, can work to a deadline, and is a good copywriter – so the editor can improve upon (rather than destroy) the work of your other writers. Large egos and editing don’t go together well. Ensure that your editor can look at things objectively and provide criticism without tearing down the work of other writers.
4. Hire a content marketing strategist
“Content strategists need strong communication skills to handle the frequently conflicting demands of editorial and marketing leaders.” – Erin Nelson, Contently
Content creation can become an insular process. When you spend all of your time researching topics, writing informative articles, and promoting content, it’s easy to lose track of the bigger picture of how content marketing is moving the company forward.
When hiring a strategist, look for someone who understands good content and pays attention to detail but who has a strong vision for the future and is prepared to go the extra mile to ensure that your goals become a reality.
5. Hire a skilled designer
“Strong visual communicators are invaluable for content marketing. Sure, you can create graphics using a variety of free tools. However, they are not a replacement for a skilled graphic designer.” – Kristi Hines, CoSchedule
While writers may be the most fundamental members of your content team, remember 65% of people are visual learners. Don’t neglect the importance of visual content creators. Facebook posts with images generate 2.3 times more engagement than those without, while tweets with images generate 150% more retweets than those without. It’s crucial that your team is able to create high quality images that resonate with two-thirds of your audience.
6. Seek writers with journalistic backgrounds
“Journalists know how to get the point across with fewer words. They’re not prone to marketing jargon,…
