Brands are on the hunt for great video content creators, editorial wordsmiths and brand marketing whiz-kids. It’s essential to companies (SMBs to enterprise-level) to form solid content creation teams to work collaboratively on content projects, and execute your organization’s content marketing strategy.
But how does your company know what roles you need? How do you choose specialists to create the content that complements your company’s overall mission, business plan and revenue goals? Here’s a shortlist of the key roles integral for a company content marketing team.
Content writers/Journalists
Content creators are essential to your team. These pros will write blog posts, landing pages copy, video descriptions, branded articles, product summaries and more. Some of today’s writers are better suited for blogging; others excel at long-form branded articles. Still others with a sales/marketing side can write white papers and case studies for your industry. Content writers come from a variety of backgrounds, some from traditional editorial/publishing roles, and others from PR/marketing/sales roles.
Video Producers
Over 80% of marketers polled in a recent survey noted that their team had produced a marketing video in the last 12 months. And as increasing video growth is expected in 2016, more dollars will be put forth by SMBs and enterprise companies to create compelling video projects. Your team needs a video producer.
This specialist will be comfortable behind the camera, and know how to frame, shoot and capture good video experiences. Your video producers should know what works well on various platforms, like Facebook, YouTube, Vine, Snapchat and others. Ideally, this pro will also be a top-notch video editor, having worked with multiple video-editing software packages as well.
Social Media Promoters
The best kind of social media promoter for your content team is the person who has a deep understanding of social media, and can manage work into hashtag searches and influencers in your business area. The social media promoter needs to work hand in hand with the content creators, sharing the same marketing speak for your brand. This person should also have a strong handle on social media measurement, understand analytics across networks and be able to stay on message.
Visual Creators
If you choose to create visual and designed content, a visual creator is a must-have. Creating amazing infographics, graphic ads, company designs, logos and web landing pages takes time and skill. Having a talented graphic design specialist who can work collaboratively with the editorial/research team and the video content producers will bring a strong balance to your content creation team.
Content Director/Chief Editor
Overseeing the content team activities is a large task, and is best filled by someone with experience in some or all of the areas noted above. The content (or in some cases, editorial) director needs good communication and organizational skills. It’s a big plus if the person is a great writer and editor, too! The Content Director should have the ability to laser in on all the content being created and ensure it’s in line with a company’s mission, business plan and revenue goals.
Understanding the content creation goals that the company wants to achieve is a good first step. Bringing in great freelance writers, video producers, social media pros and others to complement the team skills and execute the content strategy can then follow smoothly.
