Essential Roles & Responsibilities for Any Content Marketing Team

Building a great content marketing team can mean the difference between middling success and the high-octane results you’ve been tasked to deliver. Many businesses struggle with content marketing team that are understaffed or don’t contain the skill sets needed to produce great content. With clearly defined roles and responsibilities, you’ll have an easier time creating the quality and consistency that lead to a great content program. Here’s an outline of the roles and responsibilities you’ll need to create sustainable success for teams of any size or budget:

• AKA: VP of Content, Content Strategist, Publisher
• Responsibilities: Oversee content strategy and ensure content achieves business outcomes
• Why it’s important: The role of Chief Content Officer acts as the publisher of the the publication. This person takes a holistic view of the content program as it relates to the business as a whole, demonstrating the impact content has on the bottom line. Content programs work most efficiently when this position has real decision-making power within your organization.

• AKA: Managing Editor, Editorial Director, Content Director
• Responsibilities: As keeper of the publication’s style and voice, the Editor-In-Chief is the heart and soul of your publication. The lead editor also plays a role in maintaining the editorial calendar is maintained and all writers deliver on their assignments.
• Why it’s important: The Editor-In-Chief determines which stories make it into the publication line-up and helps your develop good writers. A good editor will make sure your publication stays on time, on budget and relevant to your target audience.

• AKA: Writer, Designer, etc.
• Responsibilities: Creating original content that meets the editorial guidelines and achieves intended goals.
• Why it’s important: The best content producers don’t just create content; they understand how the stories, designs, and content they develop creates real value for the audience and the business.

• AKA: Social Media Manager, Email Marketing Manager, SEO
• Responsibilities: Reinterpret and translate successful content to perform well on search, social, and other amplification channels.
• Why it’s important: Content and channel fit has a major impact on success. For example, video that does well on YouTube might perform poorly as a Facebook video. The Channel Master has a deep understanding of what works (or doesn’t work) on a particular channel. Translate the content for each channel (when to publish, diff headlines, target influencers, etc) and measure and determine success.

• AKA: Content Technologist, Marketing IT, etc.
• Responsibilities: Keep pace with changing technology and how it impacts storytelling; understand current CMS and help the team publish, edit and measure performance.
• Why it’s important: It’s hard to underestimate the importance of having at least one person on your team who understands the underpinnings of your publishing tools and CMS. Marketing Technologists can help you decrease page load times, remove 404 errors and fix other technical issues that have a negative impact on content performance.

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Essential Roles & Responsibilities for Any Content Marketing Team