October 11, 2016 / Yarden Leshem

Managing a content marketing team? 5 Tricks For Your Office Wall

Can you hear everyone screaming “Content is king”? This content thunder has been quite loud since 1996, when Bill Gates coined the phrase.

A lot has changed: content marketing has grown to include new, exciting content marketing tactics like storytelling and personalization. All these ‘unchartered’ tactics only made content marketing stronger: it has taken  a second place in marketing budget allocations, just below paid search.   

With all that popularity comes great responsibility. After all, your brand’s content is as strong as your content marketing team. So, who should be on your content marketing team? How do you manage it? What content manager tools do you use?

Let’s dive into these 5 content marketing team building and management tools, tips and techniques every manager should pin on the wall in their office:

1) Your Content Marketing Team Shouldn’t Feel Lonely

tricks for managing a content marketing team

During 2014 Marketing Nation Summit, Marketo’s senior content marketing manager Dayna Rothman made it clear that if brands are to build a successful content marketing team that creates powerful content, the department has to work as part of a bigger whole. What does this mean?

Think of your content marketing squad as one player in a football team: to have a great game, this football player has to work in unison with his entire team. In the same way, your content marketing team cannot be separated from your entire company to successfully reach its content marketing goals.

The football player is an integral part of the team and his actions determine how the whole team will look to the world. Similarly, the actions of your content marketing crew paint your entire brand’s image.


2) One Small Group Of People Can Create Quite A Buzz

tricks for managing a content marketing team

One talented football player alone can make a huge impact on a football game. Think of your content marketing team in the same way: you don’t necessarily need a room full of people to create and manage fabulous content; you just need a group of talented ones that know exactly how to manage content and can turn your brand’s narrative into a memorable story, without putting its image at risk.

As suggested by Hubspot, your content marketing team’s count should depend on your company’s size: it’s enough 0-2 people for a beginner startup, 4-5 people if you are a mid-size company and bigger if you are a corporate giant.

Related Article: Are you failing as a content manager? Test yourself

Who should you have in your crew? Let’s say that a content strategist/writer, an analyst, a designer and a community manager should do you good - and that’s one of the strongest content marketing department structures.   

I can already hear you asking: “People aren’t tools, so why are you talking about people as content manager tools here?”

Let’s think about it for a moment: in a way, content is created by people, right? Even though they may use tools like a keyboard to do it, the main content ideas still come from people. So, I think hiring the right people for your content marketing team is like (if not more important than) choosing the best tools to manage it later. Plus, if you pick the right people, you can save your time on finding the right content manager tools afterwards, don’t you agree?:-)))

3) Spell Out Your Content Marketing Goals

tricks for managing a content marketing team

You got your department up and running. That’s good. But it would run even better with your content marketing goals on the table. Here are 3 content marketing goal management tips you can use:

  • Identifying target audiences by conducting thorough customer surveys, asking for customer feedback and signing up for relevant industry conferences.
  • Researching competitors by checking out their websites and case studies.
  • Creating your brand’s buyer personas by identifying their problems, ambitions, objectives, frustrations and hobbies.

Each of these content marketing tips is not a “set-it-and-forget-it” type of work. It’s a process that takes time to cook and communicate to your department; and its taste can change on the way, so you may need to adjust accordingly to your brand.

4) Getting Into The Pixels Of Content Marketing Management

Your department and content marketing goals are in sync. What now? It’s time to try out different content management tools:

  • Brand Book - You may want to get your content marketing department acquainted with a Brand Book - a book with all your brand colors and styles. It’s a book that highlights your brand’s tone and narrative.

According to Brandmakernews, you should get started with creating a Brand Book right when you create your logo. That way you’ll ensure brand’s message consistency across multiple channels.

  • A Brand Book is a brand book, but Writer Guidelines is one of the content marketing tools that can turn communication with your department into even a smoother ride.

So, what the heck are writer guidelines? Writer guidelines help content writers in your department and outline expectations for them, including deadlines, content quality, legal content concerns, brand’s content writing policies and more.

  • Employee Feedback - put simply, let your content marketing department know how they are doing. Officevibe calls employee feedback “the core of personal and professional growth.” That’s true. But it’s also a great tool for strengthening the productivity and morale of your department.

5) Keep Tabs On Content Marketing Performance

tricks for managing a content marketing team

Ok, department - check; goals - check; content management tools - check. Last, but not least - analysis.

You can start analyzing by asking  simple questions like “How did we do as a department?”; “Were our KPI’s reached this month?”, “Where do we need improvement?” and then turn to your content marketing metrics for details.

According to Search Engine Journal, the 10 most effective ways to monitor your content marketing performance include measuring:

  • Social Shares on your social media accounts.
  • Engaged Time - how long do your audiences stay on all your pages, including website and landing pages.
  • Total Lead Attribution - being the blood vessels of your brand, leads need tracking. You can track performance based on your monthly goals or while watching over your brand’s competitors.
  • CTA Click-Thru Rates - see how many people have clicked on your calls-to-action.
  • Direct Post Engagement - how many people have directly commented or shared your blog posts.
  • Unique Content Traffic - the number of unique visitors who read your blog.
  • Retention Metric - the number of people who returned to your website. According to a Vulture.com case study, if people visit a site more than 5 times they are more likely to return again.  
  • Inbound And Referral Links - see how your internal links and outside referral links are doing.
  • Cost Metrics like ROI.
  • Content Ramp Up Time and Longevity - see the performance of your content over time.

Communicating these metrics to your content marketing department to make sure everyone is on the same page is crucial. Consider these metrics as the ultimate test of your department’s performance, and the overall performance of your brand in the digital world.

Over To You...

I hope the content department management tools and techniques you learned here will help your department shine. If you also want to get content marketing ideas, read our new 5 Bold UGC Video Campaigns to Steal eBook.

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Yarden Leshem

VP Marketing @ Showbox Yarden is happiest when traveling, preferably to random, distant locations around the world, exploring culture through art and culinary. She loves writing about current trends in advertising, social media and content marketing and enjoys watching awesome videos creating by the Showbox community.

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