Who’s On Your Marketing Team? Core Roles

Even though you’re doing all the jobs in your business right now, if you intend to grow it into one that employs people full-time, you’ll need to know who you need. Of course, what your teams and departments look like in that final form will differ based on your business. For now though, let’s talk marketing.

Most business owners’ challenges with producing content could come from not knowing what the various activities are for – that is, what roles correspond to different marketing activities?

The roles correspond to activities and responsibilities and may or may not be the specific job titles you have in mind. Roles and responsibilities will, of course, overlap on smaller teams. Don’t assume that someone in a creative role can do technical work and vice versa.

Let’s explore these roles so you have a guide to building an effective marketing team (and getting your content done before you hire them). FYI, I’m using content marketing interchangeably with “marketing” because I agree with Joe Pulizzi that “content marketing is marketing.”

1. The Captain: Your Chief Content Officer (CCO)

The Chief Content Officer or CCO runs the ship of your marketing team. 

This role is responsible for overseeing all content marketing efforts in your organization. They set the overall content marketing strategy, work closely with other execs to align content goals with business objectives, and ensure the consistency and quality of all content produced. They’re the driving force behind the team, guiding the direction and vision of the content marketing initiatives.

The CCO also plays a crucial role in content integration. They collaborate with other departments, such as sales, product, and customer service, to ensure internal content aligns with the overall marketing goals and meets the needs of your target audience. 

The CCO serves as a liaison between the content marketing team and the executive leadership, communicating the value and impact of content marketing on the business.

2. The Number Two: Your Content Marketing Manager

The Content Marketing Manager oversees the day-to-day operations of the team. They work closely with the CCO to develop and execute your content marketing strategy, manage your editorial calendar, and ensure consistent production of high-quality content. 

The Content Marketing Manager collaborates with various stakeholders, such as content creators, editors, and publishers, to ensure a smooth workflow and successful implementation of the content marketing plan.

In addition to managing the team, the Content Marketing Manager also plays a role in content creation. They provide guidance and feedback to content creators, ensuring that your content aligns with your established strategy and meets the desired objectives. 

The Content Marketing Manager also tracks and analyzes the performance of your content, using data and insights to inform decision-making and optimize your content efforts.

3. The Mastermind: Your Content Strategist

The Content Strategist (aka Content Strategy Specialist) is responsible for developing the content strategy that drives your content marketing initiatives. They research your current and desired customers to determine your target audience, understand their motivations, and identify the content topics and formats that resonate with them. The Content Strategist also assesses market trends, competitor analysis, and SEO considerations to develop a comprehensive content plan.

Once your content strategy is in place, the Content Strategist collaborates with the content creators and editors to ensure that the content produced aligns with your defined strategy and meets the desired objectives. 

They guide content ideation, development, and distribution, ensuring that your content is indexed in search engines and matches your audience’s intent as they search. The Content Strategist also monitors your content’s performance and adjusts the strategy as needed.

4. The Talent: Your Content Creators

Content creators are the backbone of any content marketing team. They are responsible for producing individual content pieces, such as blog posts, articles, videos, infographics, and social media posts. The content creators work closely with the Content Marketing Manager and Content Strategist to ensure that the content they create aligns with the overall strategy and meets the desired objectives.

Depending on the size and needs of your business, your content creators may specialize in specific formats or topics. For example, you might have dedicated writers, videographers, graphic designers, and social media specialists within the content team. Content creators use their expertise and creativity to produce engaging and valuable content that attracts and engages your target audience.

5. The Brand Police: Your Content Editors

Content editors are responsible for the quality and consistency of the content produced by your team. They review each piece of content before publication, checking for spelling and grammar errors, ensuring that the content adheres to the brand’s style guide, and making necessary edits for clarity and flow. Content editors also ensure your content meets the desired SEO criteria.

In addition to editing, content editors collaborate with your content creators, providing feedback and guidance on content development. They work closely with the Content Marketing Manager and Content Strategy Specialist to ensure that the content aligns with the overall strategy and meets the desired objectives.

6. The Street Team: Your Publishers

Publishers are responsible for making your content visible to the public. They upload the content to the appropriate platforms, such as your website, social media profiles, and other distribution channels. The publishers ensure the content is formatted correctly, works for search engine optimization, and aligns with your brand guidelines.

Publishers also promote content, pushing your content to your target audience across various channels. They collaborate with your social media and outreach specialists to distribute the content for maximum visibility and engagement.

7. The Street Team: Your Social Media Specialists

Social media specialists (aka social media managers) are responsible for promoting your content via your social media accounts. They develop and execute your social media strategies, create engaging posts, and interact with the audience to build brand awareness and drive engagement. Your social media specialists use analytics and insights to track the performance of your posts and make data-driven decisions to improve your content promotion efforts.

In addition to content promotion, social media specialists keep up with social media trends and industry news to identify new content creation and engagement opportunities. They collaborate with your content creators and editors to develop social media content that aligns with the overall strategy and attracts your target audience.

8. The Street Team: Your Outreach Specialists

Outreach specialists expand the reach of your content by securing external publishing opportunities. They identify relevant publications, bloggers, influencers, and industry experts and reach out to them to pitch content ideas or guest blogging opportunities. The outreach specialists build relationships with these external partners and coordinate the content publication and promotion efforts. Think of them as digital PR.

In addition to outreach, these specialists collaborate with your content creators and editors to develop content that meets the requirements and guidelines of the external partners. They ensure the content is optimized for the target publication while keeping it on-brand for you and aligned with your strategy.

9. The MarTech Fixers: Your Technical Specialists

Technical specialists ensure the smooth functioning of the content marketing team’s technical infrastructure. They manage the content management system (CMS) and keep the website and other platforms optimized for search engines and user experience. They also handle technical assessments such as website performance, analytics setup, and data tracking.

In addition to technical support, these specialists collaborate with your content creators and editors to ensure your content is appropriately formatted and optimized for search engines. They guide the team regarding technical SEO best practices and help implement strategies to improve the visibility and performance of your content.

With these critical roles in place, your content marketing team (aka you) can effectively plan, create, distribute, and optimize content to drive your business growth. Each role is essential to the overall success of your marketing team. By understanding the different marketing team roles, you can maximize the impact of your marketing and promotion efforts. Hiring contractors for various marketing tasks will be more straightforward because you’ll know what to expect and how to evaluate their performance.

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Marketing Operations
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