The benefits of content marketing are becoming increasingly apparent, and more companies are exploring how to make it part of their everyday operations. The first step is a good content strategy, and the second step is a strong team for execution. If you’re just getting serious about strategic content marketing, chances are you’re worried about building that perfect team.
It takes certain skills to make content consistent, compelling and engaging to your customers, and assembling a content team for your company is no easy task. Whether you’re starting from scratch or using people you already have, help can be found in unlikely places.
Your existing marketing team might be your go-to when it comes to content, but don’t be afraid to think outside the box. Survey other departments in your company to get a fresh perspective. Insight from your design, sales or operations teams might be just the thing you need to keep your content authentic and exciting.
The buzz is true; journalists make great content producers. They tell stories – even brand stories – that make people think twice. They tap into human emotions and provide value in a way that goes beyond products or services.
If you have the luxury of creating a team purely for content, pairing them with the marketing squad will be your natural instinct — but why not keep them separate? This allows content to stay human and focus on value rather than pesky sales goals.
When it comes to content, analytics are crucial. Understanding exactly what material drives site traffic and conversions will play a crucial role in future strategy, so be sure to find content team members who are good with data. Their insight is invaluable, and their data-driven creativity will have remarkable results on your bottom line.
When you’re building a content team, don’t be afraid to think outside the box. An enthusiastic, talented group has the power to transform your brand voice – and it’s worth the risk.
Image via (cc) Tim Moffatt
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