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How to Build a Content Marketing Team - VQ Success

How to Build a Content Marketing Team

Welcome to your step-by-step guide on How to Build a Content Marketing Team. Your content marketing team works together to plan, research, create, edit, design, distribute, promote, and monitor the performance of your…

Content Marketing Team: a team of marketing professionals who work together to plan, research, create, edit, design, distribute, promote. and monitor the performance of your marketing content. Your content marketing team may consist of a content manager, writers, editors, designers, publishers, and promoters.

Topics Covered in This Article

This article on How to Build a Content Marketing Team (last updated Sunday, December 26th 2021) is brought to you by VQ Success, a Content Marketing Agency that specializes in content-rich website articles and email campaigns for attracting high-quality leads and converting them into loyal customers.

How to Build a Content Marketing Team

Knowing How to Build a Content Marketing Team is essential to the success of your Content Marketing Strategy. Even the best strategy is only as good as the people implementing it. 

You have two options for getting this done. First, you can hire a content marketing agency. We discuss this option in our article on the Benefits of a Content Marketing Strategy. The other option is to build your own in-house content marketing team using the advice in this article.

How to Build a Content Marketing Team

We’ll start with an overview of your content marketing team members, followed by detailed description of each role and how they work with one another. We’ll also discuss how these team members will work together to implement your Content Distribution Strategy and Content Creation Plan.

By the time you’re done with this article, you’ll understand how to build a content marketing team and whether you should hire a content marketing agency or handle this task in-house.

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Your Content Marketing Team Members

Company size is a good metric for determining the size of your content marketing team. According to 2020 research from CMI, the average content marketing team size for B2B organizations B2C organizations is between two and five people. 

However, the same research also showed that about a quarter of companies had either no full-time content marketing team, or only one person dedicated to the task. 

How to Build a Content Marketing Team - B2C

This tells me that these companies either didn’t have much need for content marketing, weren’t taking it seriously, or were outsourcing it.

Organizations with larger content marketing teams (with six to ten members) represent less than ten percent of smaller organizations. In my experience, these are the ideal sizes for a content marketing team, as summarized below.

How to Build a Content Marketing Team - B2B

Lean Content Marketing Team – 4 to 5 Members

  • Manager (1)
  • Writer (1-2)
  • Editor (1)
  • Salesperson (1)

Full Content Marketing Team – 7 to 10 Members

  • CCO (1)
  • Manager (1)
  • Writer (1-3)
  • Editor (1-2)
  • Salesperson (1)
  • Designer (1)
  • Publisher (1)
  • Analyst (1)

The rest of this article will explain these members, their roles, and how they might work with each other to implement your content marketing strategy. I’ll also explain which personality types and personality traits I’ve found to be best suited for each of these roles, and why. Here’s a summary of the personality trait model and personality type models we’ll be referencing in this article. 

The Big Five Personality Traits

Openness (aka, “openness to experience) is a personality trait characterized by receptivity to new experiences and ideas. People high in trait openness are curious. They like being surprised, and are more likely to seek out novel experiences.

 

Like the other Big Five Personality Traits, openness exists on a spectrum—meaning that some people are higher in trait openness than others. People high in openness are more likely to be adventurous, curious, and inventive while those low in openness are more likely to be cautious, closed-minded, and consistent.

 

In the workplace, those high in openness are natural innovators and quicker to adapt to change while those low in openness will be more meticulous and consistent.

How to Build a Content Marketing Team Personality Trait Agreeableness

Source: Omega Z Advisors Article on Openness.

*You are reading the VQ Success article on How to Build a Content Marketing Team.

Conscientiousness is a personality trait characterized by industriousness, self-control, responsibility, and reliability. People high in trait conscientiousness are organized, ambitious, self-disciplined, and goal-oriented. 

Like the other Big Five Personality Traits, conscientiousness exists on a spectrum—meaning that some people are higher in trait conscientiousness than others. People high in conscientiousness are more likely to be hard-working and to adhere to norms and rules while those low in conscientiousness are more likely to be carefree and easy-going. 

In the workplace, those high in conscientiousness are efficient, diligent, and organized while those low in conscientiousness will be more relaxed and flexible.

How to Build a Content Marketing Team Personality Trait Conscientiousness

Source: Omega Z Advisors Article on Conscientiousness.

*You are reading the VQ Success article on How to Build a Content Marketing Team.

Extroversion is a personality trait characterized by talkativeness, enthusiasm, and social confidence. People high in trait extroversion are outgoing, expressive, and sociable. 

Like the other Big Five Personality Traits, extroversion exists on a spectrum—meaning that some people are more extroverted than others. People high in trait extroversion are more likely to be sociable and are energized by interactions with others while those low in (introverts) are more likely to be thoughtful and are energized by time alone. 

In the workplace, those high in extroversion are persuasive and quick to take charge of social situations while introverts will be more mindful and understanding.

How to Build a Content Marketing Team Personality Trait Extroversion

Source: Omega Z Advisors Article on Extroversion.

*You are reading the VQ Success article on How to Build a Content Marketing Team.

Agreeableness is a personality trait characterized by friendliness, loyalty, and empathy. People high in trait agreeableness are polite, trusting, and accepting.

Like the other Big Five Personality Traits, agreeableness exists on a spectrum—meaning that some people are more agreeable than others. People high in trait agreeableness are more likely to be cooperative and conforming while those low in agreeableness are more likely to be controversial and unconventional. 

In the workplace, those high in agreeableness are diplomatic and good team players while those low in agreeableness will be more competitive and independent. 

How to Build a Content Marketing Team Personality Trait Agreeableness

Source: Omega Z Advisors Article on Agreeableness.

*You are reading the VQ Success article on How to Build a Content Marketing Team.

Neuroticism is a personality trait characterized by sensitivity, excitability, and emotionality. People high in trait neuroticism are anxious, intense, and pessimistic.

Like the other Big Five Personality Traits, neuroticism exists on a spectrum—meaning that some people are more neurotic than others. People high in trait neuroticism are more likely to be moody and emotional while those low in neuroticism are more likely to be calm and collected.

In the workplace, those high in neuroticism are distracted and inconsistent while those low in neuroticism will be more steady and reasonable.

How to Build a Content Marketing Team Personality Traits

Source: Omega Z Advisors Article on Neuroticism.

*You are reading the VQ Success article on How to Build a Content Marketing Team.

The Four Primary Personality Types

How to Build a Content Marketing Team - Members
  • Traits: Task-Oriented, Big-Picture-Focused.

In The VQ Success Selling System, we describe this personality type using the following ten traits:

  • Strength: Drive
  • Weakness: Pace
  • Validated By: Accomplishment
  • Excited By: Challenges
  • Reassured By: Power
  • Communication Style: Direct
  • Orientation: Tasks
  • Focus: Big-Picture
  • Sense of Humor: Sarcastic
  • Speech Pattern: Fast and Sharp

NOTE: The DISC model calls this the “Dominant” personality type.

*You are reading the VQ Success article on How to Build a Content Marketing Team.

  • Traits: People-Oriented, Detail-Focused.

In The VQ Success Selling System, we describe this personality type using the following ten traits:

  • Strength: Support
  • Weakness: Assertiveness
  • Validated By: Inclusion
  • Excited By: Sharing
  • Reassured By: Comfort
  • Communication Style: Diplomatic
  • Orientation: People
  • Focus: Details
  • Sense of Humor: Light-Hearted
  • Speech Pattern: Slow and Melodious

NOTE: The DISC model calls this the “Supportive” personality type.

*You are reading the VQ Success article on How to Build a Content Marketing Team.

  • Traits: Task-Oriented, Detail-Focused.

In The VQ Success Selling System, we describe this personality type using the following ten traits:

  • Strength: Dependability
  • Weakness: Flexibility
  • Validated By: Correctness
  • Excited By: Troubleshooting
  • Reassured By: Structure
  • Communication Style: Systematic
  • Orientation: Tasks
  • Focus: Details
  • Sense of Humor: Dark/Clever
  • Speech Pattern: Slow and Monotone

NOTE: The DISC model calls this the “Compliant” personality type.

*You are reading the VQ Success article on How to Build a Content Marketing Team.

  • Traits: People-Oriented, Big-Picture-Focused.

In The VQ Success Selling System, we describe this personality type using the following ten traits:

  • Strength: Promotion
  • Weakness: Organization
  • Validated By: Recognition
  • Excited By: Fun
  • Reassured By: Approval
  • Communication Style: Chatty
  • Orientation: People
  • Focus: Big-Picture
  • Sense of Humor: Slapstick
  • Speech Pattern: Fast and Animated

NOTE: The DISC model calls this the “Influential” personality type.

*You are reading the VQ Success article on How to Build a Content Marketing Team.

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Content Marketing Team Member #1: Content Manager

This section describes the skills, responsibilities, and the ideal personality types and traits of a Chief Content Officer (COO) and a Content Team Manager. Smaller content marketing teams (ten members or less) can usually be managed by a Content Team Manager, while larger teams (or departments) may require both a Content Team Manager and a Chief Content Officer.

Chief Content Officer (CCO)

Your Chief Content Officer oversees every step of your Content Marketing Strategy, from setting your Content Marketing Goals to tracking your Content Marketing ROI. They work closely with your Content Marketing Manager to make sure every effort is supporting the larger vision of your content marketing strategy. Your CCO will also play a key role in planning and overseeing your Cost Benefit Analysis

Chief Content Officer Skills

  • Full-stack knowledge of your Content Marketing Strategy. Your CCO should be an expert in every step of your content marketing strategy, from setting Content Marketing Goals to tracking Content Marketing ROI.
  • Your CCO should be a goal-oriented marketing visionary. They should have deep understanding of your industry, your products, and your Buyer Persona(s), including their buying habits, and content preferences.
  • Your CCO should have sharp analytical skills. They should be able to connect the dots between your Content Marketing Goals and your Content Marketing KPIs to assess how effectively your team is achieving these goals.
  • Strong organizational and time-management skills. Your CCO should have thorough knowledge and experience in project management and be able to fulfill every step of your Content Creation Plan and Content Distribution Strategy.

Ideally, you don’t want your CCO doing any of the work that your writers, editors, designers, or publishers are responsible for. But they should be familiar enough with these responsibilities to effectively communicate with everyone on your content marketing team.

Chief Content Officer Responsibilities

(If your team doesn’t have a CCO, your Content Marketing Manager will fulfill these responsibilities)

  • Integrating your content marketing goals with your business goals.
  • Integrating your content marketing with sales and other types of marketing.
  • Integrating your content distribution strategy with your marketing funnel.
  • Ensuring message and brand consistency across all your content distribution channels.
  • Ensuring message continuity across all stages of the Buyer’s Journey and Customer Journey.
  • Implementing industry news and other developments into your content marketing messages.  
  • Overseeing every step of your Content Marketing Strategy, from setting your Content Marketing Goals to tracking your Content Marketing ROI.
  • Working with your Content Marketing Manager to make sure every effort is supporting the larger vision of your content marketing strategy.
  • Working with your sales manager and sales staff to make sure your content marketing efforts are supporting your Company Sales Process.

Chief Content Officer Personality

The ideal personality type for a COO is the “Red” (Dominant) personality because they’re big-picture focused and highly motivated by setting and achieving big ambitious goals. Ideally, your CCO should have the following score ranges on the Big Five Personality Traits:

  • Openness: High
  • Conscientiousness: High
  • Extroversion: Medium
  • Agreeableness: Low
  • Neuroticism: Low
How to Build a Content Marketing Team - CCO

Openness supports the visionary aspect of this role while conscientiousness ensures that your CCO will be disciplined, ambitious, and goal-oriented. Extroversion is of medium importance for leadership and persuasiveness, but your CCO will also need to be task-oriented and able to work alone when needed.

Agreeableness is less important since your CCO will need to be unwavering in their commitment to goals and processes while low neuroticism ensures that they will remain steady and poised under pressure. 

Content Marketing Manager

Your Content Marketing Manager works with the members of your content marketing team to ensure that every step of your Content Creation Plan and Content Distribution Strategy are properly executed. They also work closely with your Chief Content Officer to make sure every effort is supporting the larger vision of your content marketing strategy. 

Content Marketing Manager Skills

  • Full-stack knowledge of your content creation and distribution process (from planning, to publishing) and of every stage of the Buyer’s Journey and the Customer Journey.
  • Excellent project management skills. Ability to set and achieve project goals and milestones, manage and optimize team performance, and maximize your team’s creative capital.
  • Exceptional Technical proficiency working with project management tools, spreadsheets, presentation software, mind maps, flow charts, and document collaboration apps.
  • Great coaching, listening, communication skills, and the ability to encourage and implement creative input and to overcome challenges like inefficiency or lack of productivity.

Content Marketing Manager Responsibilities

  • Analyzing and troubleshooting the weak links in your content marketing funnel.
  • Researching topics and keywords and implementing them in your content creation plan.
  • Researching shopping and content consumption trends relevant to your Buyer’s Persona(s).
  • Generating content ideas for topics and keywords based on stages of the Buyer’s Journey.
  • Integrating your content creation and distribution process with your content marketing goals.
  • Working with your salesperson to make sure your content messages support your sales process.
  • Overseeing every step of your content creation and distribution process, from planning, to drafting, to polishing, to publishing.
  • Assigning project milestones and tasks to team members, monitoring productivity, and coaching performance problems like inefficiency and low-productivity.
  • Working with your Chief Content Officer to make sure every effort is supporting the larger vision of your content marketing strategy.

Content Marketing Manager Personality

The ideal personality type for a Content Marketing Manager is the “Gold” (Supportive) personality because they’re people-oriented and attentive to detail. Ideally, your Content Marketing Manager should have the following score ranges on the Big Five Personality Traits:

  • Openness: High
  • Conscientiousness: Medium
  • Extroversion: Medium
  • Agreeableness: Medium
  • Neuroticism: Low
How to Build a Content Marketing Team - Manager

Openness supports the coaching aspect of this role. Moderate conscientiousness ensures that your Content Marketing Manager will be disciplined enough to get projects completed, but flexible enough to work with all your team members. Extroversion is of medium importance for leadership and communication, but your Content Marketing Manager will also need to have the listening skills and empathy of an introvert.

Medium agreeableness is important since Content Marketing Managers need to inspire team cooperation while low neuroticism ensures that they will be calm and collected under pressure. 

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Content Marketing Team Member #2: Content Writer

Your Content Writer is almost 100% responsible for executing Step #2 of your Content Creation Plan. They will also work with your Content Editor and Salesperson to process editing suggestions for clarity and style.

Content Writers can also help your other team members generate unique ideas for making your marketing content more interesting and memorable.

Beyond that, it is important not to treat your content writer like a jack of all trades or to distract them with excessive emails, meetings, or non-writing duties. 

How to Build a Content Marketing Team - Writer

Writing is hard work and demands a tremendous amount of mental focus and creativity. Writers do their best work when they can commit most, or all, of their time to writing. The more non-writing responsibilities you pile on them, the less physical, mental, and creative energy they’ll have for creating remarkable content. This is also why your content writer should be safe from distractions and have plenty of uninterrupted time to work. 

Content Writer Skills

  • An exceptional ability to grasp complex ideas and put them into words. You Content Writer should be able to write content that appeals to your reader’s emotions and to their rational mind.
  • Expertise in your industry and/or topic. Your Content Writer should be interested in the subject they’ll be writing about and (ideally) have some real-world expertise in it.
  • Advanced research and critical thinking skills. Your Content Writer should have a healthy balance between skepticism and curiosity and be able to discern between good and bad information sources.
  • Intimate understanding of your Buyer Persona(s), including all demographic, and psychographic details defined in your Buyer Persona template and how they relate to each stage of the Buyer’s Journey.
  • Basic knowledge of SEO. Your Content Writer should know enough to do keyword research, determine keyword Search Intent and optimize your content accordingly.

Content Writer Responsibilities

  • Helping your other team members generate “hooks” for your content.
  • Creating structured outlines for your content using data collected during your research phase.
  • Drafting your content using one of the three techniques from Step #2 of your Content Creation Plan.
  • Working with your Content Editor and Salesperson to process editing suggestions for clarity and style.

Content Writer Personality

The ideal personality type for a Content Writer is the “Red” (Dominant) personality because they’re task-oriented, self-motivated, and work well under pressure. Ideally, your Content Writer should have the following score ranges on the Big Five Personality Traits:

  • Openness: Medium
  • Conscientiousness: High
  • Extroversion: Low
  • Agreeableness: Medium
  • Neuroticism: Low
How to Build a Content Marketing Team - Manager

Medium openness supports the creative aspect of this role while conscientiousness ensures that your Content Writer will be diligent, industrious, and deadline-driven. Low extroversion (introversion) is important for this role since your Content Writer will need to be able to work for long time periods without distraction.

Medium agreeableness combined with low neuroticism ensures that your Content Writer will be calm and receptive to constructive feedback and editing suggestions from your Content Editor and Salesperson.

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Content Marketing Team Member #3: Content Editor

Your Content Editor should be obsessed with details, accuracy, and credibility. If your Content Manager, Content Writer, and Salesperson are doing their jobs, you’ll be producing and publishing a massive amount of content.

Your Content Editor will be the quality-assurance expert who makes sure your content is clear, credible, and error-free. They should also be able to uncover the fine details that will make your content uniquely credible. 

How to Build a Content Marketing Team - Content Editor

Content Editor Skills

  • An exceptional ability to find and correct mechanical and formatting errors in your content.
  • An exceptional ability to recognize where your content is confusing, oversold, boring, or awkward.
  • Advanced research and critical thinking skills. Your Content Editor should be able to discern between good and bad information sources and recognize logic and continuity errors in your content.
  • Intimate understanding of your Buyer Persona(s), including all demographic, and psychographic nuances defined in your Buyer Persona template and how they relate to each stage of the Buyer’s Journey.
  • Basic knowledge of SEO. Your Content Editor should know enough about SEO to double check your content to ensure that it is properly optimized for search engines.

Content Editor Responsibilities

  • Proofreading your content, verifying sources, and fact-checking claims.
  • Finding and verifying credible data sources to use in your content research.
  • Double-checking your SEO content to ensure it is properly optimized for search engines.
  • Working with your Content Writer and Salesperson to make editing suggestions for clarity and style.
  • Your Content Editor can also double as a Content Analyst on smaller content marketing teams.

Content Editor Personality

The ideal personality type for a Content Editor is the “Green” (Compliant) personality, because they’re precise, task-oriented, and have excellent attention to detail. Ideally, your Content Editor should have the following score ranges on the Big Five Personality Traits:

  • Openness: Low
  • Conscientiousness: High
  • Extroversion: Low
  • Agreeableness: Medium
  • Neuroticism: Low
How to Build a Content Marketing Team - Content Editor Personality

Low openness combined with high conscientiousness ensures that your Content Editor will have high standards for clarity and correctness. Low extroversion (introversion) is important for this role since your Content Editor will need to be thoughtful, observant, and able to work alone at times.

Medium agreeableness combined with low neuroticism ensures that your Content Editor will be levelheaded and objective when giving constructive feedback and editing suggestions to your Content Writer.

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Content Marketing Team Member #4: Salesperson

Your Salesperson should literally be a salesperson at your company. This is because their primary job will be to ensure that your content is relevant to the conversations happening between your prospects and your sales staff, and between our customers and your customer service staff.

This is not something you should guess about. I’ve been consulted to write sales copy for many small businesses during my career. 

How to Build a Content Marketing Team - Salesperson

Far too many business owners assume that they’re the only person I should consult on getting the message right. My response is to insist on also talking to the person who takes incoming calls from prospective clients. I do this because this person has the most practical insights about which words, phrases, and other linguistic nuances will need to go into the message. This is how you make your content relevant and authentic to your Buyer Persona. 

This is also how you make sure that your content addresses the most common objections and misconceptions made by your prospects. Your Salesperson’s job is to make sure these crucial details become a part of your Buyer’s Journey strategy. This is especially important for your Stage #3 and Stage #4 content. No one can provide these insights as well as someone who doubles as an active Salesperson at your company.

Salesperson Skills

  • Exceptional knowledge of your products and services. Your Salesperson should know your most unique and salient selling points, competing solutions, and your prospects’ most common misconceptions.
  • Intimate understanding of your Buyer Persona(s), including all demographic, and psychographic details defined in your Buyer Persona template and how they relate to each stage of the Buyer’s Journey.
  • An exceptional ability to grasp complex ideas and put them into words. You Salesperson should be able to sell your products and services in ways that appeal to your prospects’ emotions and to their rational mind.
  • An exceptional ability to recognize where your content is confusing, oversold, boring, or awkward.
  • Basic knowledge of social media. Your Salesperson should know enough to be able to share and promote your content on social media websites.

Salesperson Responsibilities

Salesperson Personality

The ideal personality type for your Salesperson is the “Blue” (Influential) personality, because they’re people-oriented, persuasive, and have keen social intuitions. Ideally, your Salesperson should have the following score ranges on the Big Five Personality Traits:

  • Openness: High
  • Conscientiousness: Medium
  • Extroversion: High
  • Agreeableness: Medium
  • Neuroticism: Low
How to Build a Content Marketing Team - Salesperson Personality

Openness is generally an important trait for sales people while medium conscientiousness ensures that your Salesperson will be adequately ambitious, and goal-oriented. High extroversion ensures that your Salesperson will bring enthusiasm and persuasiveness to your content creation and polishing process.

Medium agreeableness combined with low neuroticism ensures that your Salesperson will be levelheaded and objective when giving constructive feedback and editing suggestions to your Content Writer.

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Content Marketing Team Member #5: Content Designer

Your Content Designer makes your content look good. This could mean designing your company newsletter using Adobe InDesign, publishing an SEO article on your WordPress website, or creating an audio visual presentation using Adobe Spark.

Your Content Designer should have he technical skills and artistic flair to make your content look amazing, while keeping it aesthetically consistent with your brand image. 

How to Build a Content Marketing Team - Designer

Depending on the size and scope of your Content Distribution Strategy, you might need multiple Content Designers for each of your media formats. For example, you might have a designer who specializes in video production and editing and another who specializes in print design, and a third who specializes in website design and creating social media posts.  

Content Designer Skills

  • Full stack proficiency with Adobe Creative Cloud or equivalent design suite. Your content designer should be able to create a wide variety of media formats, sometimes for the same piece of content.
  • Keen eye for modern aesthetics and efficiency. Your Content Designer should be able create designs that are visually appealing, and efficient (I.E., fast loading for online content, economical for print).
  • Thorough knowledge of design and branding psychology. Your Content Designer should understand the psychological and brand-related significance of the colors, shapes, and themes used in your designs.
  • Intimate understanding of your Buyer Persona(s), including all demographic, and psychographic nuances defined in your Buyer Persona template and how they relate to each stage of the Buyer’s Journey.
  • Basic knowledge of SEO. Your Content Editor should know enough about SEO to double check your content to ensure that it is properly optimized for search engines.

Content Designer Responsibilities

  • Design and format online and offline content for publishing and distribution.
  • Ensuring brand image and style consistency across all your content distribution channels.
  • Delivering content in its final form, fully ready for your Content Publisher to publish, print, or distribute.
  • Your Content Designer can also double as a Content Publisher on smaller content marketing teams.

Content Designer Personality

The ideal personality type for a Content Designer is the “Gold” (Supportive) personality, because they usually have a good blend of creative prowess and attention to detail. Ideally, your Content Designer should have the following score ranges on the Big Five Personality Traits:

  • Openness: High
  • Conscientiousness: High
  • Extroversion: Low
  • Agreeableness: Medium
  • Neuroticism: Low
How to Build a Content Marketing Team - Designer Personality

Openness supports the creative aspect of this role while conscientiousness ensures that your Content Designer will be diligent, industrious, and deadline-driven. Low extroversion (introversion) is important for this role since your Content Designer will often need to work alone and without distractions.

Medium agreeableness combined with low neuroticism ensures that your Content Designer will be open and receptive to constructive feedback from other team members, like your Content Editor and Salesperson.

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Content Marketing Team Member #6: Content Publisher

Your Content Publisher is the last person in our the content distribution pipeline. They take the finished content files from your Content Designer and publish (or schedule) them on your content distribution channels.

More importantly, you Content Publisher works to get your content recognized by submitting it to search engines, promoting it on social media, interacting with those who comment on it, and pitching it to potential third-party publishers and distributors. 

Content Publisher Skills

  • Exceptional knowledge of your products and services. Your Content Publisher should know your most unique and salient selling points, competing solutions, and your prospects’ most common misconceptions.
  • Intimate understanding of your Buyer Persona(s), including all demographic, and psychographic details defined in your Buyer Persona template and how they relate to each stage of the Buyer’s Journey.
  • Exceptional knowledge and proficiency with social media. Your Content Publisher should be able to publish, schedule, and promote your content on social media websites.
  • Highly sociable, friendly, and a good communicator. Your Content Publisher should be great at reaching out to potential third-party publishers and distributors both online and offline.
  • Expertise in your industry and/or topic. Your Content Publisher should be interested in the topics for the content they’ll be promoting and (ideally) have some real-world expertise in it.
  • Cutting edge knowledge of new and developing trends on social media and a knack for leveraging these trends to bring attention to your content and to generate “hooks” for your content.
  • Knowledge of CRM software for use in tracking and scheduling interactions with potential third-party publishers and distributors.

Content Publisher Responsibilities

  • Publishing, scheduling, and promoting your content on social media websites.
  • Reaching out to potential third-party publishers and distributors both online and offline.
  • Working with your Content Writer and Salesperson to generate “hooks” for your content.
  • Monitoring trends on social media and leveraging them to bring attention to your content.
  • Using your Paid, Earned, and Owned Content Distribution Channels to hype upcoming content releases.
  • Finding new opportunities to expand your content reach through Earned Content Distribution Channels.
  • Using CRM software to track and schedule interactions with potential third-party publishers and distributors.
  • Reaching out to bloggers, podcasters, and social media influencers to secure guest blogging opportunities, interviews and inbound links from relevant and authoritative websites.
  • Fostering existing relationships with bloggers, podcasters, and social media influencers to increase social reach, content shares, brand mentions, and engagement.

Content Publisher Personality

The ideal personality type for a Content Publisher is the “Blue” (Influential) personality, because they’re people-oriented, persuasive, and have keen social intuitions. Ideally, your Content Publisher should have the following score ranges on the Big Five Personality Traits:

  • Openness: High
  • Conscientiousness: Medium
  • Extroversion: High
  • Agreeableness: Medium
  • Neuroticism: Low
How to Build a Content Marketing Team - Publisher

Openness is important for the promotional aspect of this role while medium conscientiousness ensures that your Content Publisher will be adequately ambitious, and goal-oriented. High extroversion ensures that your Content Publisher will bring enthusiasm and persuasiveness to your content distribution and promotion process.

Medium agreeableness combined with low neuroticism ensures that your Content Publisher will be friendly and sociable when interacting with people who comment on your content and with third-party publishers and distributors. 

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Content Marketing Team Member #8: Content Analyst

Your Content Analyst tracks and analyzes your Content Marketing KPIs and creates (or advises on) strategies for improving them. They will create and manage split testing experiments to optimize your content headlines, openings, calls to action, messaging and design themes, and other details.

Your Content Analyst works with your Content Marketing Manager(s) to improve your Content Marketing ROI and most importantly, to track the progress of your primary content marketing objective, which is to build Content Equity.

How to Build a Content Marketing Team - Analyst

Content Analyst Skills

  • Exceptional mathematical and analytical skills. Your Content Analyst should understand the basic principles of statistical analysis as they apply to your Content Marketing KPIs.
  • Keen ability to connect the dots between your Content Marketing Goals, your Content Marketing KPIs, and Content Marketing ROI to assess how effectively your team is achieving these objectives.
  • Thorough knowledge of split testing, including best practices, split testing tools, and how to analyze test results for making suggestions to the rest of your content marketing team.
  • Exceptional Technical proficiency with analytic tools, spreadsheets, presentation software, flow charts, and other data analysis and reporting tools.

Content Analyst Responsibilities

  • Working with your Content Marketing Manager to plan and oversee your Cost Benefit Analysis
  • Connecting the dots between your Content Marketing Goals, your Content Marketing KPIs, and Content Marketing ROI to assess how effectively your team is achieving these goals.
  • Creating and managing split testing experiments to optimize your content headlines, openings, calls to action, messaging and design themes, and other details.
  • Using analytic tools, spreadsheets, presentation software, flow charts, and other data analysis and reporting tools to prepare Content Marketing progress reports.
  • Working with your Content Marketing Manager to make sure every effort is supporting your primary goal of building Content Equity.
  • Working with your Content Manager(s) to set Content Marketing Goals and to track and optimize your Content Marketing ROI.
  • Analyzing and troubleshooting the weak links in your content marketing funnel.

Content Analyst Personality

The ideal personality type for a Content Analyst is the “Green” (Compliant) personality, because they’re precise, task-oriented, and have excellent attention to detail. Ideally, your Content Analyst should have the following score ranges on the Big Five Personality Traits:

  • Openness: Medium
  • Conscientiousness: High
  • Extroversion: Low
  • Agreeableness: Low
  • Neuroticism: Low
How to Build a Content Marketing Team - Analyst Personality

Medium openness ensures that your Content Analyst don’t be too rigid with your other team members, while high conscientiousness ensures that they will have high standards for clarity and precision. Low extroversion (introversion) is important for this role since your Content Analyst will need to be thoughtful, observant, and able to work alone.

Low agreeableness combined with low neuroticism ensures that your Content Analyst will be thorough and objective when analyzing statistical data and using it to gauge content performance.  

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Final Thoughts on How to Build a Content Marketing Team

We hope you enjoyed this article on How to Build a Content Marketing Team.

Remember that even the best Content Marketing Strategy is only as good as the people implementing it. You have two options for building a dream that can make your strategy a success. 

One option is to build your own in-house content marketing team using the insights in this article. Your other option is to hire a B2C or B2B Content Marketing Agency. This is where we can help.

VQ Success is a B2B Content Marketing Agency that specializes in content-rich website articles and email campaigns to attract more leads and convert them into loyal customers. Our signature Content Marketing Strategy combines these eight best practices of digital B2B content marketing:

How to Build a Content Marketing Team
  • 1. Your Content Marketing Goal(s).
  • 2. Your Content Marketing Audience(s).
  • 3. Your Content Distribution Channels.
  • 4. Your Content Distribution Schedule.
  • 5. Your Content Creation Plan.
  • 6. Your Content Marketing Team.
  • 7. Your Content Marketing KPIs.
  • 8. Your Cost-Benefit Analysis.

Like anything else worth doing, a successful content marketing strategy demands hard work, patience, sacrifice, and critical thinking. This is why smart companies invest five or six figures a year into hiring content marketing agencies or building in-house content marketing departments. If you’re ready to attract more leads, win more customers, and grow your business, contact us now for a consultation.

This concludes our article on How to Build a Content Marketing Team.

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