5 Roles that Will Help Scale Your Content Marketing

If there’s one thing that sets a good content marketing strategy apart from a great one, it’s the right team. Finding the best mix of skills and expertise can help your content scale, have greater impact and be agile when trends shift – and you know they will! If you’re thinking about how to create a team or evaluating what’s missing from your current cohort, take a look at these five roles that contribute to amazing content marketing.  

1. Project Manager

What They Do: A project manager has one of the most important roles on the team – herd the cats to get projects done on time and on budget. This person must understand the content inside and out as well as the capabilities and capacity of the team members who are going to get it done. Throughout the process, the project manager keeps an eye on the bigger picture to know where projects are running smoothly and where extenuating circumstances are blocking the team. A project manager also serves as a gatekeeper–fielding content requests from across the organization and helping the team prioritize development.

What Skills They Need:

  • Ability to inspire and motivate
  • Agility
  • Attention to detail
  • Conflict management
  • Industry knowledge
  • Negotiation
  • Verbal and written communication

2. Strategist

What They Do: A strategist helps ensure all content gets to a destination.  They understand who will be reading the content (the target audience), what action it needs to drive (the purpose) and what defines success (measurement). A strategist helps ensure content is achieving its intended result, which feeds into creating an excellent experience for your donors.

What Skills They Need:

  • Audience and buyer persona development
  • Basic SEO strategy
  • Building and managing editorial calendars
  • Donor journey development
  • Measuring and optimizing content for performance

3. Storyteller

What They Do: Your storyteller – or writer – is the person who will bring all your marketing plans and ideas to life. There are lots of different types of writers, but the people who make content marketing efforts soar are the ones who can craft a story. They understand how to play with story structure and can dial in a strong call to action that engages your audience and inspires them to do something.

What Skills They Need:

  • Ability drive action through writing
  • Ability to adapt writing to fit different channels, tones and audiences
  • Deadline-oriented
  • Journalistic-level research
  • Exceptional understanding of grammar rules
  • Solid knowledge of SEO

4. Graphic Designer

What They Do: Ever since “video killed the radio star” visuals have been an increasingly important part of grabbing people’s’ attention. Including an image or video element in all your content will help its chances of being seen and remembered by your donors. A graphic designer brings the eyes, creativity and the design chops to make your brand pop and stand out from the crowd.

What Skills They Need:

  • Adobe Creative Suite
  • Solid knowledge of user experience (UX) design
  • Typography
  • Editing
  • Attention to detail

5. Social Media Specialist

What They Do: Social media specialist are savvy team members who understand and harness the amazing power of Facebook, Twitter, Instagram and other social channels. They are more than obsessive tweeters or endless Instagram scrollers. They understand how to develop unique aspects of an organization’s story for every channel and create connections with donors. Since social media channels are also avenues for customer service, social media specialists are often the ones creating protocols for handling donor questions and relaying feedback from the community to program teams.

What Skills They Need:

  • Knowledge in using social media professionally
  • Measuring posts
  • Optimizing content for social media algorithms
  • Customer service
  • Drive to always be learning

Best Supporting Roles

In addition to the five roles above, consider adding these people to your team or making sure someone already on the team has these skills:

  • SEO specialist – Understanding how to find, use and track keywords is essential to getting your content found.
  • Front-end developer – In our digital world, it’s not enough to throw up a templated website and call it good. A front-end developer can help your content shine by expertly building landing pages that drive conversion.
  • Marketing automation specialist – Personalized content performs best. If you want to engage more donors to increase volunteering, meeting fundraising goals faster and foster cause advocates, it’s important to have someone on your team who can leverage technology to help customize content.  

Whether you build your own in-house team, hire freelancers or find an agency who makes a great partner, having the right team will make all the difference in your content efforts!