In order to sustain your content marketing plan for the long haul, you need to think about how you’ll actually execute all of the work, every week over an extended period of time.
This is generally where business owners fall short. They might start out creating content by themselves, but eventually fail to stick to a schedule because they run low on time and effort.
This is why a content team can be of help in deploying your strategy. Get the right people in the right roles and you will have a content system that can runs smoothly without the founder’s direct input on a micromanagement level.
This is the architect role within your content team. A content strategist does audience research, SEO research, blog structure, and establishes the editorial calendar. This person is akin to a project manager, directing the other members of the team.
If you create content for customers, the content strategist may also fulfil the role of an account manager, who is consistently in contact with clients.
The writer is responsible for generating the content. The writer receives an editorial calendar with topics, notes, and any additional comments from the content strategist. The writer needs to have a clear picture of the target audience and makes sure to direct the content accordingly.
The editor is a fail-safe role; usually an experienced writer that ensures your content is error-free and of high quality. The editor acts as the second pair of eyes on your content, to spot inaccuracies or misaligned tone of voice.
The editor receives drafts from writers and will undertake basic edits and confer with the writer if any essential changes need to be made before passing the article to the production assistant.
The designer is responsible for providing any visual graphics for your content. You could use generic images in posts, but an original image created by a designer will make your content stand out. A designer can also create custom and branded imagery. Any visual content your designer delivers for your content can also be used in your social media posts.
The production assistant puts all of the assets together and ultimately publishes the content. While the assistant doesn’t require content creation experience, they need understand how to work with web applications, tools and be able to follow directions.
Some tasks the assistant might be responsible for are:
- Import content (text and visual) into the website’s content management system.
- Set up and schedule newsletters.
- Set up and schedule social media posts.
- Notify when content is ready for review.