The 7 Core Roles of a 2020 Content Marketing Team


“What does a content marketing team look like?”

This is the third most-frequent query from corporations after (1) how do I measure a content material advertising technique and (2) how do I scale a content material advertising strategy. It ought to most likely be the primary.

You is perhaps a workforce of one, sporting a number of advertising hats. Or you is perhaps a international, siloed, built-in advertising and communications workforce of tons of. It doesn’t matter. “Content” ought to completely be a strategic perform in your online business. It deserves the identical dedication to roles and tasks that you simply present to your accounting, authorized, gross sales, and each different strategic exercise the enterprise performs.

There is not any doable technique to scale, handle, and optimize each channel to make sure that the corporate’s story is being advised with out a devoted strategy to content material as a course of.

And, apparently, the one technique to reply the query of find out how to scale the content material workforce is by understanding it as a devoted perform. It’s the inherent ingredient within the query of content material advertising measurement – how a outlined workforce structured across the objective, creation, administration, and supreme circulate of content material creates worth for the shoppers.

The solely technique to scale a #content material workforce is to deal with it as a devoted perform, says @Robert_Rose. Click To Tweet

My buddy and CMI founder Joe Pulizzi wrote a submit three years in the past that outlined many of the roles that we nonetheless see right now. At the time he wrote, “While there is no perfect structure for a marketing organization, it’s apparent that marketing departments are transforming themselves into publishing organizations.”

Three years later, whereas a lot of this has come to go, we’ve additionally witnessed marked variations. What we’ve seen is a bit messier however maybe a bit extra life like in phrases of how companies strategy creating a devoted content material advertising workforce.

Hybrid groups are rising the place the roles and tasks are actual however shared with extra conventional advertising capabilities. For instance, when Joe describes the concept of the director of viewers, he states it ought to be somebody:

… intimately accustomed to the viewers members’ traits, their ardour triggers, and what actions you need them to take. 

While our 2020 model of the director of viewers growth has the identical tasks Joe outlined in 2016, this individual can also be continuously chargeable for bridging extra inside marketing-related relationships within the enterprise. In quick, this position makes certain BOTH the viewers’s wants and the enterprise’ wants are met by the content material advertising workforce.

With that introduction, let’s have a look at some roles essential to the perform of content material advertising within the enterprise.

1. Chief content material officer (aka director of content material advertising or program director)

Most usually the chief content material officer is just not a C-suite place, however leads the content material advertising efforts. This is the content material ambassador or the group’s chief storyteller. Many occasions this individual suits what I name the “arbiter of good.”

The chief content material officer is just not a C-suite place however leads the #contentmarketing efforts, says @Robert_Rose. Click To Tweet

This individual ought to be chargeable for setting the general editorial or content material advertising mission assertion and integrating all of your content material. As each silo (PR, e-mail, social, search, and so on.) begins to create and curate content material, it’s the CCO’s accountability to ensure the tales stay constant and make sense to the viewers(s).

In addition, the CCO should perceive how the tales translate into outcomes that handle the group’s enterprise points (e.g., driving gross sales, saving prices, or creating extra loyal clients). This position is nearly all the time the liaison between the content material advertising technique and government management.

2. Content technique director (aka enterprise, governance, construction director)

This extremely essential position is one which, given the dimensions or complexity of the group, typically sits at equal footing to the director of content material advertising as a strategic perform. Additionally, this position (just like the viewers growth position) may be break up in opposition to a “front end” and “back end” set of tasks.

On the entrance finish, this director could lead persona growth, and/and even UI/UX sorts of buyer experiences. The individual could help, (or lead) the event of enterprise necessities for content material administration applied sciences.

On the again finish, this position is chargeable for the useful circulate of content material as an asset all through the enterprise. Content strategists have a look at the construction of content material, and thus evaluation taxonomies, and meta information methods. They evaluation governance and workflow approaches to make sure that content material is flowing easily via its administration and optimization. They could also be chargeable for content material audits, inventories, search engine optimisation technique, and finally the scalability of these approaches.

three. Content visitors, undertaking, and planning supervisor (aka managing editor)

We’ve seen this position emerge as one of a very powerful. It’s a position that exemplifies the steadiness that content material advertising performs in opposition to extra conventional advertising content material creation wants. From an owned media perspective this position is usually a managing editor – specializing in the day-to-day operations of the editorial platform. However, we discover that the planning supervisor is usually additionally chargeable for creating the rules and managing the manufacturing circulate for content material from each an owned media (proactive editorial creation) and merchandised circulate (reactive editorial creation). This individual is the inner undertaking supervisor who improves content material processes, implements options to make sure that the workforce is functioning effectively, and ensures high quality and compliance with authorized, or different regulatory wants.

four. Content manufacturing director (aka artistic director, format specialist)

A important position and one which may be shared amongst a broader group, the manufacturing director is chargeable for managing how issues look. This will be the lead artistic designer, author, or maybe even a format specialist main a cross-functional workforce of artistic specialists (e.g., writers, designers, video specialists, photographers). This position is ostensibly the artistic director for the content material workforce.

5. Audience growth supervisor

Audience growth has come a good distance within the final 5 years. We wrote intimately in regards to the viewers strategist a few months in the past. Additionally, we see that, given the elevated significance of this position, it may be two distinct roles – exterior or inside communication. As Joe wrote, the viewers supervisor “should be responsible for developing the subscription assets (direct mail lists, email lists, social media) that can grow and be segmented as your content mission matures and expands.”

Additionally, the viewers growth supervisor is chargeable for the paid and earned efforts to interact and draw audiences into each owned media and (generally) marketing-oriented experiences. This latter accountability is the place viewers growth managers typically function the liaison between content material advertising and different initiatives to make sure inside activation and participation among the many numerous advertising constituencies. In quick – the viewers growth supervisor typically serves because the content material advertising workforce’s enterprise growth or hype individual.

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6. Influencer wrangler (aka subject material professional supervisor, influencer outreach)

This is a position that historically has sat inside company communications or PR (and nonetheless could). But because the creation of content material from subject material consultants – inside and exterior – grows as an essential position within the content material technique, this position is the recruiter, wrangler, and supervisor of these influencers into the content material advertising course of. This individual identifies, creates, and maintains the relationships with each inside and exterior influencers who could present content material, function interviewed company, and even assist to advertise the content material advertising efforts of the enterprise.

7. Technical content material supervisor

This position understands the know-how points of content material administration. This individual is aware of the language of content material, advertising, and communications, and helps the workforce facilitate their processes with know-how. This individual could handle/function the content material administration system, the know-how behind the editorial calendar, the implementation of internet analytics, or data-related buildings that present administration of audiences. This position additionally could assist develop, implement, and keep digital asset administration methods. Put merely, that is the content material workforce’s know-how professional.

Teams have roles too

Overlaps in tasks exist amongst these roles, and definitely most corporations won’t make use of full-time staff to fill every position. In many instances, these positions can be assigned as half of different points of jobs to assist the enterprise. In different phrases, many of these roles can be supported by extra conventional advertising, know-how, and even operational professionals. For instance, we regularly see the technical content material supervisor position delivered as a shared service inside the IT division. In one other case, the influencer wrangler is a supervisor inside the company communications workforce and is a “dotted line” to the content material workforce.

The share of time dedicated to those content material advertising roles wholly is determined by how a lot content material advertising makes up your portfolio of built-in advertising and communications. But this is a vital distinction – it ought to be devoted to that perform as a workforce.

The place the place we see most companies fail with content material advertising is the place these roles are seen as an addition to somebody’s common day job. The funding in content material advertising turns into a “when you are done creating content for sales – you can go to the fitting room and try on that managing editor role.”

#Contentmarketing typically fails when content material roles are seen as an addition to somebody’s day job, says @Robert_Rose. Click To Tweet

Creating a workforce construction is a critically essential side to creating a content material advertising strategy work. A typical construction seems to be a bit like this:

The roles are segmented by every group’s roles:

  • The editorial board is a workforce led and facilitated by the content material advertising program supervisor. This cross-functional group informs and is knowledgeable by the editorial technique and calendar created by the content material workforce. This board helps set thematic priorities, directs and coordinates content material throughout audiences and channels, and customarily acts because the voice of the enterprise. The viewers growth supervisor is a frequent liaison between the editorial board and the opposite content material groups.
  • The content material execution workforce could also be separate or break up among the many broader advertising communications group and the devoted content material workforce itself. The content material workforce could have accountability for the administration of content-oriented tasks and platforms, however the content material could also be truly created by others within the enterprise.
  • The government management workforce acknowledges and empowers the processes, tips, and customary playbooks, in addition to setting the price range and enterprise priorities of content material and content material advertising. Typically, the content material program supervisor is the liaison between the content material advertising technique and the management workforce.

Adjust accordingly

We ought to observe that this checklist isn’t all-inclusive. Many specialists can play an essential half of an total content material advertising technique. Roles corresponding to channel consultants (social media, e-mail, print, video, and so on.), librarians, translation and localization consultants, devoted editors, search engine optimisation consultants, and others are all seen inside the broader context of content material and advertising technique.

Overall, nonetheless, specializing in constructing a useful technique – and making use of a very powerful roles to your online business – is what counts essentially the most. Laura Hamlyn, international content material director for Red Hat, now has 45 workforce members for the model’s strategic content material strategy. As she mentioned, “We’ve been given a lot of responsibility at Red Hat. Brands have to deliver consistent value in a consistent voice. The way we do that is with a consistent team.”

These roles can assist you start to assemble the suitable and constant workforce to your content material advertising program’s development and success.

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Catch CMI’s chief technique advisor Robert Rose on the principle stage at Content Marketing World Sept. 2-6 in Cleveland, Ohio. Register right now and use CMIBLOG100 to avoid wasting $100.

Cover picture by Joseph Kalinowski/Content Marketing Institute




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