When company leaders decide to invest in content marketing, they often redefine the roles of their marketing team.
Too often, the people working in traditional marketing departments lack the skills needed to carry out a successful content marketing initiative.
This does not mean you have to fire everyone and start over. However, you should create a team with the agility and ability to think differently. The group must be willing to abandon the old muscle memory of selling first, and instead reorient the organization to be relentless advocates for the audience.
Based upon where content marketing is today—and where things are headed—here are the five professionals you must have to build your dream team:
1. A journalist
Content marketing is fueled by storytelling, and journalists typically are tremendous storytellers. For starters, they’re curious. Experienced journalists also tend to write with readers in mind. Journalists have a natural inclination to put the audience first—even ahead of their own organization.
The best content marketing is relentlessly devoted to the needs, preferences and interests of the audience. Journalists create the “audience-first lens” that content marketing teams must have.
Additionally, journalists are comfortable interviewing sources. They have strong writing skills and are always seeking the more interesting and compelling “story behind the story.” Trained reporters can help your team brainstorm ideas, find the right people to talk to and do the heavy lifting of content creation.
2. A community manager
This jack-of-all-trades position entails promoting and distributing your content. This job might include public relations and SEO, but the primary focus should be on social media management.
Community managers don’t simply promote and distribute your content—they engage with customers and build a thriving community that keeps the audience coming back for more.
Your community manager can also assist the team by monitoring hot topics and tracking industry trends.
3. A graphic designer
Skilled designers can turn mundane content into irresistible masterpieces.
Striking, unique artwork is one of the best ways to stand out from your competitors, and design plays a crucial role in shaping the perception of your business.
Don’t skimp on visuals; pony up for a professional designer.
4. A video producer
YouTube is now the world’s second-largest search engine. Social media titans such as Facebook and Instagram continue to favor video in their algorithms, which makes video production a hotter skill than ever before.
A professional who knows how to manage the video creation process—from concept to execution to editing and packaging—is an invaluable asset for any content marketing team.
5. A data analyst