Dedicate A Team To Your Content To Maximize ROI. With so much on the line, is it time for companies to build content marketing teams to create, distribute, and maximize each piece of content? To help content teams effectively execute their strategies, you've got to make content a priority and give your team the resources to do it right. If you want your content to be valuable to the entire company, you're going to need the input and ideas of people from all areas of your team, not just marketing alone. And, ultimately, a content team is going to be better equipped than one person to collaborate with all of these team members. Regardless of who your thought leader is, he or she shouldn't be the person managing your content efforts. This person can try to create, publish, and distribute his or her own content, but that's not realistic, especially if quality is a goal you're trying to reach. You're already budgeting for content marketing, so why wouldn't you want to make sure you're making the most of your investment? Dedicate time and a budget for creating an in-house content team if you expect results. Whether you're ready to build or hire an internal team to execute your content marketing initiative or partner with an outside company — or you've already got one in place — understanding the value of teams can make the entire process easier.
If you’re serious about growing your company, reaching your audience, and measuring long-term results from your marketing, content is something you’ve got to embrace. Seeing any kind of success from your efforts means committing to content and consistently creating and distributing it to your audience — and you can’t possibly do that if you aren’t in it to win it.
Budgeting too little, setting unrealistic expectations, or asking your marketing director if she can “take care of it” won’t deliver the quantitative or qualitative ROI you and the rest of your executive team need to see.
But done correctly, content is valuable to all areas of your business — from enabling your sales team to attracting investors to educating current employees and recruiting future ones. With so much on the line, is it time for companies to build content marketing teams to create, distribute, and maximize each piece of content?
Your Team Makes All the Difference in Content ROI
Maybe — and this is a big maybe — in the early days of content, you could get away with leaving the job to one person who would put together some copy for your website or blog and share it in your email newsletter or on your Facebook page.
But today, content is too big and too important to leave to one employee on your marketing team who probably already has plenty of other responsibilities on his or her plate as it is. Too much goes into creating and actually maximizing the value of a piece of content for one or two people to execute a strategy alone. You can’t afford to keep content as a low priority — or, worse, an afterthought that marketing throws together because you know it’s something you’re supposed to be doing to keep up with other brands.
Content Marketing Institute found that 55 percent of marketers have small (or one-person) content teams that serve the entire organization. That’s a lot of responsibility for such small groups, but it’s not an impossible goal. To help content teams effectively execute their strategies, you’ve…
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