It’s a good idea to keep your content marketing team small. A lean, mean content marketing team doesn’t necessarily mean more work for everyone involved, but fewer cooks in the kitchen can make your strategy more clear and concise.
With fewer hands involved in the work, everything your group does should perform well to keep things on the right track.
Here are a few tips that outline the benefit of having a small content marketing team for your business.
- Find the Right Team Members
The number of people on your team is less important than who the members are and what specific roles they play in your overall strategy. If you have members that are creative and talented but only participate in writing copy, then your business would be unable to progress.
A strong content marketing team should include:
Distribution and Publication Specialist
These positions are essential in the creation and distribution of professional content and ensuring the content does what it is intended to do.
If you are unable to fill all roles, it is best to prioritize having a content strategist. They can keep on task with the overall management of content will the writing and distribution can be farmed out to freelance writers and editors.
- Limit Your Content Marketing Strategy to One page
Your content marketing strategy like a typical resume would be limited to one page.
You should create and document your content marketing strategy quickly by answering the following questions:
- What is the goal or purpose of your business?
- Who is Your Target Audience and what are their interests and needs?
- What are the objectives of your content marketing as it relates to your audience and their actions?
- What are the primary content topics of your business?
- What kind of content should you be creating?
- What channels will you publish your content to and at what realistic frequency?
- What are the quantifiable goals for your content marketing rollout and what timeline are they on?
Creating a one-sheet for your strategy ensures your team is creating content that is purposeful and aligns with your mission while also hitting the goals you set out. This reduces the risk of wasted time and resources creating the wrong kind of content.
You should focus on ironing out your team’s processes so they are aware of expectations and how to handle the workload if you are new to using content strategy to build your brand.
Whatever point you’re at in this process it’s important to keep your team aligned with a concise strategy to keep them on track with your business goals in mind.
- Your Entire Team Identifies Content Triggers
Ensure that everyone on your team identifies Content Triggers.
In order to meet goals you need to meet the needs of your audience, so it’s your job to listen to those needs and produce content to fulfill them.
Everyone on your team should be trained to document and respond to questions and comments from your prospective customers. Your sales team should be involved with this as well to identify barriers and discover strong selling points. By identifying these triggers you can come up with new content ideas.
It is important to create this knowledge bank of content triggers. As your team continually updates it patterns will emerge that will give you insight on customer interactions so you can develop your content strategy around that data.
You will maximize your team’s time and talent by spending these resources on content that will definitely have a large impact on directly dealing with an objection in your business’ sales process.
- Create One Unified Editorial Workflow
It is important to create one streamlined editorial workflow for your content production.
Workflows may not seem as important as other factors in your content strategy but it is still vital to the success of your business.
A strong editorial workflow is beneficial to your team and the content it produces by streamlining your whole content process. This way members can specialize in the tasks they excel in and enjoy which allows for higher-quality content and a more happy and productive team.
Your main tracker should have:
Production Processes – This includes assignments, reviews, approvals, and deadlines for content production.
Related content elements – Headlines, SEO keywords, and metadata for your produced content.
Metrics and Goals – These should be scheduled on a timeline and updated regularly.
Related content elements may also include:
- SEO-focused URL (keywords)
- Meta description
- Social media headline options
- Email preview text
- Newsletter excerpts
Make sure to create these related content elements as soon as possible since you’re already in the process of creating content around a certain topic and purpose already. Waiting until afterward will probably cause you to have to go back and review your original content to do so.
- Repurpose Content
It’s important to reuse content. In content marketing, not every piece of content will deliver a big return, and more often than not, most of it fails to do so.
So you should repurpose the content that does deliver a big return on investment.
These questions will allow you to decide what to do with your well-performing content:
- What pieces of content performed well?
- What is the format of the content?
- Should it be republished without any edits?
- What updates can be made so it’s refreshed and current?
- How can it be repackaged for other channels?
The size of your team really does not matter and it doesn’t correlate to the level of success. What matters most is to have a team that is trained and specialized to take on the tasks at hand. By following these guidelines you are sure to maximize your content with a small tight-knight team.