How to Structure, Manage and Lead Your Content Marketing Team to Glory and Success?

02/04/2018 1 comments

I don’t know if you noticed this or not, but when when you people are on the same side and are working toward a common goal, usually good things happen as a  result.  Perhaps not immediately, but very soon. This is the case in every part of our lives and business, including content marketing and it is why it is important to know how to put together, manage and lead your content marketing team.

Without a content marketing team where everyone is working in unison and all members know their roles and responsibilities, it becomes hard, even impossible to create and promote quality content.

So how do you structure, manage and lead your content marketing team to glory and success? Read this article and you’ll find out.

Who do You Want/Need in Your Content Marketing Team?

Could you make a basketball team with only players interested in scoring? It would probably look good on paper, but you’d soon find out that it wouldn’t be very effective. You’d also need someone to assist, to play defense, jump and do a bunch of other things. And on top of all, you’d need players that can get along.

The same goes for your content marketing team. So who are the people you should welcome to your content team? Your team can consist of only three people, or it can have much more, depending on the size of your organisation and how lean you want the team to be. In general, however, you want to look at bringing in these people:

  1. Content Manager or Chief Content Officer (CCO)

This is the team leader, someone who can steer the team efforts in the right direction, makes sure everyone is working toward a common goal and puts himself or herself in front of the team when it comes to backlash from management or stakeholders.

  1. Content Strategist

In smaller organizations, Content Strategist and CCO are often one person, but the roles are different. Whereas the CCO deals mostly with human relationships within the content marketing team, a Content Strategist has a more hands-on approach and is in charge of developing a content strategy. This includes creating an editorial calendar, coming up with ideas for content, developing a brand voice and tone and ensuring writers and editors adhere to it and more.

  1. Content Writer(s)

Content writers are the backbone of any content marketing team. These are the boys and girls that will create content, whether that includes articles, blog posts, web copy, social media posts, landing pages or something else. You can hire them from an existing pool within your company or you can find some freelancers on one of these websites.

  1. Content Editor

In a lean content marketing team, you might find one person being a writer and an editor at the same time. However, this puts added stress to both roles and is an easy way to make costly mistakes. A content editor isn’t just someone who is nitpicky about grammar, punctuation and spelling, but they also ensures that the style and tone of the content doesn’t deviate from the brand’s. On top of that, a content editor also makes sure that the content is ready for release and follows the established release schedule (for example one article every week on Monday).

  1. SEO Keyword Researcher

Although the rules of SEO are prone to changing almost every year or two, it still plays an important role in making sure your content is of good quality. This is why it can be a good idea to hire someone in your content marketing team who can keep an eye on SEO, especially on finding and researching keywords that go well with your brand’s tone.

  1. Graphic Designer

According to Nielsen Norman Group, readers spend more tie looking at the images than on reading text on the page. This just goes to show you that you can’t neglect visual content. While there are plenty of tools with which you can create graphics, hiring a skilled designer is still the best way to go. People remember only 10% of the information three days after hearing it, but with a picture, this goes up to 65%, according to Brain Rules.

  1. Videographers

Video, Cisco says, will account for 80% of all consumer Internet traffic by 2019. While written content will continue to have an important part in your content strategy, quality video content will bring it to another level. This is why you’ll need videographers in your content marketing team.

  1. Social Media Manager

Once the content is created and passes the editor’s keen eye, it’s time to present it to your audience. This is where a social media manager or promoter comes in. However, their job isn’t just to share content on Facebook, Twitter and other social media networks, but also to manage your company’s profiles on those networks, observe KPIs and communicate with the audience there.

  1. Content Analyst

Was the content successful or not? Where did it fail and where succeeded and why? Just like a basketball team needs to analyze their last game to know why it lost or what it did wrong, a content marketing team needs someone who can tell it the same. A content analyst is someone who can look at the right metrics and pinpoints the good and bad of the content performance.

What are Your Goals?

Team working on the same goal

Now that you have your content marketing team in place and have established everyone’s roles and responsibilities, it’s time to start thinking – what do you actually want from your content? What are your goals, the ideal outcome you want to get to? Do you want more traffic to your website, people to stay longer, increase the number of subscriptions to your email newsletter, sell more of your product?

Your goal might be to educate the visitor, engage more with them, turn them into an advocate and promoter of your cause, convert them into a buyer. The possibilities are really endless, but you need to know this if you want to drive your content marketing team to success. Your goals need to be clear and all members of the team need to know exactly what they are, not just for the entire content strategy, but for every individual piece of content your create.

For instance, infographics get shared more than most other types of content, so if your goal is to increase traffic and get more engagement, create infographics. If you want more leads and conversions, start creating case studies, or white papers. The bottom line is that you need to know what your goals are, where your target audience is at the moment and what they want to be able to present good content to them.


Your content marketing team will consist of people not just with different skills and backgrounds, but also different personalities. Whether it’s just three people, ten or more, you need to ensure that it runs like a well-oiled machine if you want your content to be successful.

Do you have anything to add about structuring, managing or leading a content marketing team? Let me know in the comments below.