In any given week, most content marketing teams have a mountain of radically different outputs they’re working on: a webinar for the lead generation team and an SEO pillar page, a thought leadership byline for media placement, and email copy for a drip campaign… the list goes on. Almost every goal an organization has for customer engagement requires content. That fact can easily overwhelm the content marketing team.
But content directors can dramatically increase the odds of delivering the content quantity and quality the organization needs. The key is to build an effective content marketing team by focusing on four essential elements that allow the team to work as cohesively, efficiently, and creatively as possible. Those elements are skills, talent, processes, and structure. Let’s look at each of those.
The sheer variety of content types and delivery platforms available today has exponentially increased the range of skills that content marketing teams need to access. Top…