Your Complete Guide to Building a Content Marketing Team (Part 1)
10 August، 2021
Steps to Creating Engaging Content Your Audience Will Love
11 August، 2021
In the second part of this article, we’ll continue our discussion of the remaining six roles that a content team can’t do without.
(content marketing team)
You can read Part 1 at the following link.
Your Complete Guide to Building a Content Marketing Team (Part 1)
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4. The Content Designer
Content design can get messy: you may not know how many articles you really need, where they should be published, or
even when. That’s exactly why we created an outline template that becomes the standard for the work. Instead of
working in a linear sequence, the team works in parallel—if you want the content writer and content designer to
create things for you at the same time.
But what does a content designer do? They receive a brief based on the outline from the content manager, then
Creating the types of content required for a specific marketing campaign, including blog posts and social media content
and content for third-party websites—and even video, if they can produce short clips.
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Content Designer Skills:
Proficiency in Adobe Creative Cloud, along with the ability to create a variety of visual content types
—from simple thumbnails to more complex e-books
and even presentations.
Has a good eye for aesthetics and can effectively adapt their work to any format or template, focusing on content efficiency
rather than striking beauty or originality. In fact, it would often be best to recreate the thumbnail
from scratch, even for social media clips.
Can achieve excellent results with minimal guidance by using the brand style guide
Once they receive the brief, they should be able to quickly review the requirements and decide how to approach
the work. It’s helpful to have an in-house content designer rather than hiring someone externally, as you’ll need
Your brand is a lot of work.
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Content designer responsibilities:
Ensure everything needed is created quickly and efficiently. While it would be great to have content
tailored to each publishing channel, doing so isn’t practical for 99% of businesses because it slows down the process.
Ensure brand consistency across different publishing channels by using the brand style guide
mentioned above.
Deliver images and content in their final form, fully optimized, compressed, or edited for direct use on
the web. Each piece of content will typically require a different type of optimization, as outlined in the brand
guidelines. Designers should be responsible for this, not editors.
We recommend working with the same designer for as long as possible, as this will make your work easier in the long run. Of course, it’s not
critical to hire a freelancer for this role, but it can be somewhat difficult to communicate guidelines for visual
assets compared with guidelines for writing, editing, and formatting.
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5. The Content Editor
This role covers editing the writer’s draft for grammar, punctuation, flow, and style, as well as
إلى تنسيق المحتوى المُعد (النص الأصلي والرسومات) في نظام إدارة المحتوى
(CMS), such as WordPress, Joomla, Squarespace, or Wix, and so on. Yes, editing can sometimes be tedious, but it can be handled more efficiently if you assign
the role to a specific team member.
الدور لعضو محدد بالفريق.
Certainly, everyone on your content marketing team should know how to format content in your content management system,
including your designer. But not everyone needs to know the process of proofreading, editing, and optimizing
pages—and that’s one reason a content editor plays such an important role throughout the entire content workflow.
A side note: content editing is a multidisciplinary skill set. A content editor knows a little about everything,
including programming languages like HTML and CSS, design, and writing. So the ideal candidate for this role is someone who has built websites
or blogs independently in the past.
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Content Editor Skills:
A thorough command of the content management system your organization uses, including knowing how to navigate its interface
and create new posts, categorize them according to guidelines, schedule posts automatically, and use
the right add-ons for the job.
Understands the key aspects of on-page optimization and can apply them effectively based on the content created and the topics/
keywords provided by the content manager or head of content.
Familiar with the stylistic features of your website or blog, and knows how to make all relevant changes
by referring to the brand style guide’s editing and formatting section.
Can handle multiple small tasks throughout the workday and see the big picture by previewing
the content, making the necessary edits, and testing the final result.
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Content Editor Responsibilities:
Avoid damaging the website—especially if it has no backup! You may grant the content editor access
Full access to the content management system’s dashboard could put everything at risk if the editor doesn’t understand that their role is
محدود في تحرير المحتوى limited. So, keep the editor’s responsibilities within a scope that won’t harm the website, while including the plugins
and tasks that will help them do their job.
Ensure consistent formatting throughout the content management system. They know how previous content was formatted
and can even reuse relevant elements from earlier posts or images.
Report directly to the content manager. Once editing and formatting are complete, the editor should schedule
Automatically publish posts according to the publishing schedule, then immediately contact the manager for a final review of the articles before they go live.
Moderate comments and keep the content management system up to date, cleaning out bloatware and updating
the software. When editors have time away from editing and formatting content, they should take on a maintenance role.
It’s important to note that this role is often underestimated. Many organizations don’t think about
how their content appears or feels online; they simply focus on creating content
and then uploading it all to the content management system without doing anything else—and that’s not good!
6 Tips for Choosing the Right Content Management System for Your Website
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6. Content Promotion
Finally, we’ve reached the end of the content pipeline. It has been completed and صناعة المحتوى effectively formatted, and is now
ready to be published to audiences. But … how do you reach those audiences again? By promoting the content extensively.
Most content produced and published online receives no backlinks or social media shares.
These are earned through hard work in promotion and public relations. It
It doesn’t happen at random. That’s where a content promoter comes in.
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Content promoter skills:
Highly personable and friendly, they’re great at connecting with people. They make content outreach feel natural
and seamless rather than forced, pushy, or unwelcome.
They can use spreadsheet software to track all interactions with influencers and publishers.
They can write concise messages that inspire others to collaborate with them.
Able to schedule posts and create mentions, as well as tweets, guest articles, and PR content
and other related content. This usually requires a lot of preparation with other publishers to ensure everything is aligned.
Knows how to work through publishing plans and build buzz around topics scheduled to be released over the
coming weeks.
Loves social media and is highly effective at engaging with people across many channels:
Twitter, LinkedIn, Quora, and more.
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Content Promoter Responsibilities:
Manage all content from a promotional perspective, maximizing distribution and repurposing efforts by continually looking
for new opportunities across different third-party platforms.
Reach out to other bloggers to secure guest post opportunities and backlinks from relevant websites.
Build relationships with key influencers to expand social media reach, especially through
shares, mentions, and engagement.
Build buzz around high-value pages, such as landing pages where customers provide their information (for example, their email address)
in exchange for a resource, booklet, or something else. This is done through effective outreach in the stages leading up to
the release of that resource or book.
Please note that large organizations have entire teams dedicated exclusively to promotion. In this case, the
content promoter’s role may focus specifically on promoting content hosted on our website rather than on other websites.
جهات خارجية.
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Roles Are Great, but Processes Matter More
In content marketing, it’s useful to have a mind map of the roles a content marketing team can take on.
Absolutely. But that’s not the end of the story when it comes to your strategy. Building a strong content strategy process
is more important than coming up with a perfect concept. After all, it’s important to remember: content starts small
but can grow as much as you want. Without well-organized management processes, you won’t be able
to achieve what you’re aiming for.
