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6 Content Roles and Responsibilities in the Best Marketing Teams
6 Content Roles and Responsibilities in the Best Marketing Teams

It's no secret that quality content is critical to the success of a marketing plan.

As brands produce more and more content, they're changing how they structure their internal teams. What was formerly a single person churning out the occasional press release or blog post is now a fully functioning content team creating website content, social media posts, thought-leading long-form pieces and podcasts in a single day.

That growing output can lead to growing pains; as you're scaling your marketing team, you'll add more people, roles and responsibilities to the mix. Without a thoughtful plan and documented process, that growth can be painful and messy.

As you scale your team, consider who is responsible for these six core content roles. While there are six roles, that doesn't necessarily mean your team has to have six full-time dedicated members.

For example, a CMO might function as a brand manager on a smaller marketing team, while a copywriter might also have strong SEO chops. Likewise, a large brand relying heavily on search engine optimization might have multiple SEO strategists on hand. Many companies also choose to outsource various parts of this process. These roles and who fills them can flex to meet your team's needs; just be sure you have each of these responsibilities covered.

1. Content Strategist

Content strategists work with their teams to plan, manage and execute content plans. They are highly in tune with a brand's target audience, understand the channels that audience spends time in, and have a vision to reach them.

While content strategists don't always have their hands in the nitty-gritty of content execution, they have a firm grasp on what makes quality content work -- they can tell a compelling story, analyze data to drive distribution decisions, and keep up with social media trends.

This person also helps make decisions about what tools an internal team will leverage to manage the content development process, such as a content marketing platform or content hub.

2. Brand Manager or Creative Director

While a brand manager is sometimes thought to own a brand's visual identity, when it comes to written content, they also own the brand's voice. As a marketing team scales, that voice should be clearly documented.

The brand manager is the owner of that piece of the puzzle.

This person should have a close eye on content to ensure that all cross-channel content is written in the same tone of voice to create a consistent, memorable brand experience.

3. Copywriter

Quality copywriters are critical to the success of any marketing team.

A great copywriter can tell a compelling story, appropriately weave in key messaging, and do so in a brand's voice. This is often one of the first hires for driving content strategy because many copywriters are also knowledgeable in SEO, content strategy and other core content skills.

Some companies, however, choose to outsource this portion of the work. If you have a brand manager who can effectively translate your brand into a voice and a strategist who can come up with content ideas, you can consider outsourcing writing.

4. Editor

If possible, the person filling this role should be different than your copywriter. It's important that anything you ship has more than one set of eyes on it.

If your business is highly technical, this editor may also need to have a specific background to ensure all technical writing is both accurate and error-free.

5. Social Media and Inbound Marketing Strategist

This role is responsible for distribution and promotion across digital channels.

The social media and inbound marketing strategist's area of speciality will range depending on the marketing goals of the organization. On smaller teams, this responsibility will usually fall to another member of a team, while larger content teams are more likely to hire several people who specialize in social media, inbound marketing, email marketing, and other content distribution and promotion channels.

6. SEO Specialist

If you're writing for digital platforms, chances are SEO is an important piece of your online strategy.

It can be hugely challenging for marketers to stay up to date on constantly changing SEO trends -- which is why many content teams have SEO specialists on staff to develop SEO strategies and keep up with changes in technology.

Every brand's needs are different so every marketing team can look different as well. You may also have need for a video production specialist, graphic designer or content analyst on your team.

Regardless, consider filling these six core roles as you're scaling your marketing team and wanting to focus on content.

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