Content: love it or hate it, you gotta have it – blogs, whitepapers, checklists, press releases, website content, slideshows for webinars, landing pages, and more. The amount of content you need to create, in fact, can be daunting.
And it becomes even more daunting when you find out that creating content with errors can cause you to lose sales. There’s a lot of anecdotal evidence; in one case, a business fixed a single typo and saw their conversion rates increase by 80%.
So when you're assembling your content team, consider this combination of people:
The Project Manager
Every team needs a project manager – someone to be responsible for the successful execution of your projects and campaigns. A project manager should be proactive, action-oriented, and good at communication; with things like budgets and timelines on their plate, project managers have to be organized enough to get things done.
Your wordsmith is your content creator and central to your team. A wordsmith must be able to write well in any situation, to any audience; they should be agile with their voice and tone so the content always resonates with your customers, both current and prospective.
The Grammar Geek
The grammar geek polishes the wordsmith’s content. They are passionate about grammar, punctuation, syntax, spelling, and all the things that make your writing look smart. Like the wordsmith, the grammar geek needs to be flexible and able to appeal to any audience.
Side note: make sure your grammar geek and your wordsmith get along – they’ll spend time passing content back and forth before the final product is perfect.
Strong content teams have someone who can take written content and turn it into beautiful visual content, including blog images, infographics, and logos; you need those because content that contains at least one visual gets twice as many social shares as articles with no visual content.
Find an artist who can create visuals that align with your brand and is proficient in the technology necessary to create them.
It’s important to accurately measure and analyze the ROI of your content marketing, so you need someone who’s good with numbers and loves things like metrics and A/B testing. A good statistician figures out what’s effective and what’s not, which, in turn, points the other members of your content team in the right direction in terms of creating new content.
The Social Butterfly
Good content is no good if no one ever sees it, so you need a social butterfly to oversee the distribution, promotion, and amplification of your content. They should have an affinity for social media and be good at interacting with people online. And, much like your wordsmith and grammar geek, they need to be flexible – each social media platform has its own voice and unofficial posting “rules.”
Everyone is creating content nowadays, and following the status quo won’t get you noticed – that’s why your team needs someone who likes to push the boundaries and has crazy ideas that just might work. The rebel keeps your content from getting stale and always has a unique point of view to offer.
The conformist keeps your rebel in check by always adhering to industry best practices. The conformist should be detail oriented, meticulous, and able to ask the critical questions necessary before your content goes live.
Or, Make it a Combo
Not every business can afford a team this large, of course, and if you’re one of them, don’t despair. It’s possible for one person to have two roles – your project manager could also be your statistician, for example, and your wordsmith or grammar geek could simultaneously be your social butterfly.
One person, however, is rarely both a rebel and a conformist, so if you have one, you must absolutely have the other. Why? Because the rebel’s out-of-this world ideas need to be reeled back to earth sometimes.
A good content strategy isn’t easy, and finding all these people is neither easy nor inexpensive. There’s good news, though – we can help! Give us a call or shoot us an email to see how our content team can work for you.