Marketing Momentum: Onboarding for Content Marketing

By Katrina Olson

If you read my August tED magazine Marketing 101 article, you know what content marketing is, how it benefits your company, and where to start. (Hint: The September issue includes a step-by-step guide for developing a content marketing program.)

You also know content marketing is a lot of work. In fact, you’ll likely need more than one person to cover these responsibilities:

1. Chief Content Officer—Sets the vision and mission; directs, develops and manages the program; determines how content can achieve the company’s goals; and advises on tactics. May be the marketing VP or director.
2. Editor/Content Manager—Focuses on ongoing execution; works with the creative team managing day-to-day workflow; ensures content is delivered on schedule and aligned with the editorial mission; and monitors analytics and other success measures.
3. Writer/Content Producer—Produces content; secures approvals; and makes sure content meets quality, style, and strategy standards while reinforcing the brand. The editor/content manager may perform these duties.
4. Designer—Creates the look, feel, and function of content in its final, published form; includes the application of logos and branding.
5. Webmaster—Handles the technical details of publishing; works with content management system to create templates and build pages; and may manage the scheduling and publishing process. The webmaster may perform these duties in addition to managing the company’s website.

You may already have the people you need in place. If not, you may need to staff up or outsource some services.

Chief Operating Officer Jeff Knight leads Raleigh-based EECO’s five-person marketing team which handles all traditional, digital and content marketing efforts. “My team performs all marketing services for the company, but we prioritize content. There are lots of things we’re not doing that we used to do. Some people aren’t happy about that. And, we’re not as quick to respond to one-off stuff. We’re focused on content marketing as part of our major initiatives,” explained Knight.

A new position for EECO is “content distribution manager.” Content is only valuable if your customers can find it. So this person finds a home for all EECO’s content, tracks analytics, and measures results of the program.

For Knight, content marketing is a top priority requiring broad company support, especially from IT. “We lead with content; it’s an executive level issue. We must be relevant and challenge our teams to deliver on what matters to customers.” Adds Knight, “The digital experience is going to move operations forward faster, and information technology is at the forefront of enabling these services and capabilities. So everyone needs to be on board.”

If content marketing isn’t on your ready, it should be. Start by learning whatever you can. Knight’s team spent six months “getting smart” before launching their program. You can start by reading the “Marketing 101” articles in the August and September issues of tED Magazine. Also, check out the Content Marketing Institute which publishes two magazines plus online articles, hosts workshops, and offers many free guides for content marketers.