Whether your team is big or small, dispersed or actively working out of one location, everyone can benefit from this one tip: Get to know your content comrades.
This is one of the tips for content marketers explored in detail in Modern Marketing Essentials: Content Marketing, which was released by Oracle Marketing Cloud earlier this year.
The precise make up of your content team can and will differ across organizations, but here’s a simple breakdown of what we like to call the Oracle Marketing Cloud “Content Comrade Roster.”
Keeping in mind that titles and roles vary, this is a list we developed to help you rethink content roles in terms of responsibilities.
Some teams may not have each of these roles formally filled, but it’s important that all these areas are covered to maximize your content output:
The content chief:
This is your ringleader, the content connector, if you will. This is the person responsible for managing the high-level content marketing initiatives who likely reports to your marketing leader and translates corporate goals into content realities.
The content strategist(s):
This is the primary content conceptualiser, writer, and likely the manager of third-party vendors or freelancers, if used. This person also creates launch briefs to keep the content team in the know, and serves as a liaison for other organisational departments to enable and empower with content.
The social media marketer:
This is your strategic marketer focused on leveraging social advertising to extend the reach and virality of content assets. This person helps guide content development by providing visibility into the types of content that attract and engage in early phases of interactions with your brand.
The community manager:
Your “social butterfly,” if you will, the community manager helps spread the good word about content before, during, and after the release. This person can be instrumental in hyping up your audience, garnering feedback via social media, and supporting the circulation and reach of content assets.
The demand maven:
The person responsible for managing your demand generation initiatives, this person is an integral part of the content equation. You shouldn’t map out content activities without consulting the schedule your demand professional is keeping, and likewise he or she shouldn’t be developing demand generation emails without visibility into what’s coming. This person also helps advise the content team on where there are content “gaps” in the engagement process.
The corporate comms/PR manager:
You may work collaboratively with an external public relations agency, or some organizations have their own team for managing these communications. Either way, one could argue that your content is dead in the water (particularly ungated assets) without the right person responsible for sharing it with the appropriate media outlets. This person is the wrangler of your earned media.
The Promoters (AKA everyone else in your organisation):
If it takes a village, consider your entire company the village people. While the aforementioned key contacts are the primary players in content marketing, everybody has a responsibility for the circulation and success of your content. Ensure that there is a process in place for true enablement, and give your teams the resources they need to maximize your effort.
To maximize the value of your content output, consider the marketing activities surrounding assets as early as the idea phase. Make sure that your content comrades are plugged into content from the start so they can effectively support your efforts, but also to ensure that you’re creating content with a purpose.
For more helpful insights into content marketing download Modern Marketing Essentials: Content Marketing.
About the authors
Andrea Dixon is the marketing manager, Japan and Asia Pacific for Oracle Marketing Cloud, Andrew Birmingham is the director of the Which-50 Digital Intelligence Unit
Oracle Marketing Cloud is a corporate member of the Which-50 Digital Intelligence Unit. Members contribute their expertise and insights to Which-50 for the benefit of our senior executive audience. Membership fees apply