How HubSpot, Moz, Buffer, and TrackMaven Staff Their Content Teams

How HubSpot, Moz, Buffer, and TrackMaven Staff Their Content Teams

How HubSpot, Moz, Buffer, and TrackMaven Staff Their Content Teams. How 4 Content Marketing Shops Staff Their Content Teams 1) TrackMaven TrackMaven is a marketing attribution analytics software company, and I asked Senior Director of Marketing, Kara Burney, about her team's unique approach to structuring the content marketing team of "mavens." Takeaway for Marketers: TrackMaven structured its team to best prioritize everyone's time according to their strengths. TrackMaven consists of experts in content distribution and proving ROI, so its content team focuses on those parts of the content creation process -- and leaves the actual creation to freelancers to free up time and energy. We all create content in some way, at some time. We've built the team based on the marketing channels that we've been able to validate. So, at first, when our team was one or two people, we went after a wide range of marketing channels to see what worked. Takeaway for Marketers: Buffer's marketing team waits for channels to start to drive meaningful results before dedicating staff members to leading the charge, which makes a lot of sense. I asked its Audience Development Manager, Trevor Klein, about how Moz creates the Moz Blog, Whiteboard Fridays, and other great content. Within our “strictly” content team, outside of the HubSpot blogs, where we have four full-time writers creating daily content, we have a team of three multimedia content creators, a researcher, two podcast producers, and two social media and video content producers.

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In this post, we’ll discuss how different content teams are structured — and what wisdom you can take away for staffing your own team.

How 4 Content Marketing Shops Staff Their Content Teams

1) TrackMaven

TrackMaven

TrackMaven is a marketing attribution analytics software company, and I asked Senior Director of Marketing, Kara Burney, about her team’s unique approach to structuring the content marketing team of “mavens.”

Over the past year and a half, we flipped our content creation hierarchy from an exclusively in-house model to a primarily freelance-based model. The impetus was to divide and define the responsibilities of content creation, content distribution, and content reporting.

While we still oversee social media and advertising in-house, we now manage a consistent cadre of freelancers: four to five writers, one to two videographers, and two to three designers. As a result, our team is able to focus on the distribution and ROI of each content asset, while benefiting from the expertise of specialized freelancers.”

Takeaway for Marketers: TrackMaven structured its team to best prioritize everyone’s time according to their strengths. TrackMaven consists of experts in content distribution and proving ROI, so its content team focuses on those parts of the content creation process — and leaves the actual creation to freelancers to free up time and energy.

And according to our research, this is a smart move: The 2017 State of Inbound report revealed that some of marketers’ top priorities include proving marketing ROI and content distribution/amplification.

2) Buffer

Buffer_Structure

Buffer is a social media scheduling app that creates a ton of useful content and research on its different blogs, so I asked its Director of Marketing, Kevan Lee, how the content team is assembled to produce so much.

We have nine people in total on our marketing team: one director, one content writer, one blog editor, one community builder, one loyalty marketer, one PR marketer, one bottom of the funnel marketer, one digital strategist and social media producer, and one product marketer.

We all create content in some way, at some time. We’ve built the team based on the marketing channels that we’ve been able to validate. So, at first, when our team was one or two people, we went after a wide range of marketing channels to see what worked. Content marketing yielded some huge results, so we hired a content writer to go deep on that channel.

As channels get validated, we try to move people into those roles so they can maximize the impact we can have on that channel. In our case, blogging has been highly validated as a strong referral source for us, so we have multiple people working on content marketing. Video is…

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