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8 essential roles in content marketing and what each does

Content marketing has come a long way since its inception. You can no longer write something, post it online, and expect it to generate positive results because you were one of the first to write about it.

Today, the content marketing process is much more complex.

Many companies have responded to this reality with the appropriate urgency and commitment. It’s no longer uncommon to find a business that has a full-fledged content marketing team in-house.

The content marketing team is also not an offshoot of the more conventional marketing group. Most often, the members of these teams have different roles within the company.

Let’s take a look at the common roles within a content marketing team, the different positions available within that team, and the responsibilities associated with each.

1. Content Manager or Director of Content Marketing

We will start at the top. The person often in charge of the content marketing department is usually the content manager or director of content marketing – at least, when such an executive role exists.


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This role is most often found in corporate organizations.

This person oversees every facet of the content program to ensure that the company’s content marketing strategy is up to date and meeting its business goals.

Among the main responsibilities of this professional is the identification of marketing objectives and the definition of a strategy.

Is the company focused on breaking into a new market or perhaps improving its reputation online?

The manager or CCO should identify these main goals and develop the strategy their team will use to achieve them.

They determine the people, processes, and technology needed to meet business content goals.

Another important aspect of this person’s job is to coordinate and collaborate with other departments.

This is the person other executives are looking for if they need anything from the content marketing team. The content manager is also the person who contacts other departments if the content marketing team needs help.

2. Responsible for content marketing

Then we have the content marketing manager. As the job title suggests, managers are focused on building the team’s roadmap.


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Content marketers set the overall direction for the content team.

They are also responsible for delegating tasks and setting goals for team members. They set deadlines for the above objectives to be achieved.

Members of the content marketing team interact with the content marketing manager more frequently than with the content manager, when both roles exist. In a way, the content marketing manager also serves as a bridge between these two camps.

And in small businesses, the content marketing manager may also be responsible for the entire program, including strategy.

3. Content creators and contributors

Content creators and contributors are the lifeblood of the content marketing team.

Simply put, content marketing wouldn’t exist without creators and contributors. They feed the content engine with rich, high-quality, and relevant content.

Content creators and contributors play a key role in the relevance of your business. If something big changes with search engines and algorithms, your content creators and contributors can help your business keep pace by producing content around it.

Examples of content creators and contributors you might consider adding to your team include writers, video creators, photographers, graphic designers, and sound engineers.

These can be full-time or part-time, in-house or contracted out, in the office or remotely – or any combination of these.

4. Editors

You can’t allow every piece of content created by your team to simply be uploaded without someone reviewing it first. One major misstep could damage your company’s reputation.

Avoid these mistakes by hiring content editors. The content editor is responsible for maintaining a high standard for the department.

They develop and implement processes that ensure the quality of the content and keep the brand away from copyright issues etc.

Editors ensure that the content published by the department is as close to error-free as possible.

Beyond that, they may also need to edit content or request revisions in certain situations. With written content, they give directions, check facts, edit the line, and take other steps to ensure brand guidelines are adhered to.


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Depending on the type of media, you can also use video or audio editors. These people can be internal or outsourced.

Content publishers work around the clock to verify the submissions sent to them. This can be a long and tedious job, and it is also crucial for the day-to-day operations of the content marketing team.

5. Editorial assistants

Uploading content, editing and sizing images, sending reminders to authors, writing meta descriptions and other repetitive tasks can greatly benefit from the involvement of an editorial assistant.

This person helps publishers and content creators with their respective workloads by playing a support role to manage the tasks they can.

Editorial assistants with intermediate SEO knowledge can be beneficial as they can also use important SEO techniques to support your organic ranking goals.

Again, this person could be internal or outsourced. They could be available full time, or only on contract as needed. It’s best to work with the same person or a small group on a regular basis so that they really get to know the business and your content processes.


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6. Community managers

In 2021, every business needs some sort of social media presence. If you are not using social media to promote your business, you are not reaching your full marketing potential.

The Community Manager focuses on promoting your content and engaging readers on social media platforms. What is interesting about the job of community manager is how multifaceted it is.

As a community manager, you must know how to dialogue with potential clients and clients.

You should also be able to provide customer service from time to time, or at least have processes in place to quickly sort out and escalate any issues that arise.

In some cases, a community manager may also be asked to create a short post to promote a new product, service, or event. The community manager really wears a lot of different marketing hats and needs to be flexible and ready to do whatever the business needs.

7. Analysis specialists

Content production cannot be done blindly. There must be a purpose behind every piece of content posted online.


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If your goal is to increase visibility for your business, the content you post should help you achieve that goal.

But how do you know if your efforts are paying off?

You need someone to interpret the results of your content marketing efforts and extract their real value. An analytical specialist can do just that.

Analytics specialists can assess the performance of your content marketing strategies and determine whether they are meeting, exceeding, or maybe falling short by tracking analytics data through various platforms.

This person is skilled at measuring what matters and only reporting to each stakeholder the information that matters to them. They won’t give the director the same report they prepared for the video editor, for example.

Analytics specialists can also highlight ways to improve your content. They can tell you if the length of the content is appropriate or if it needs to be adjusted.

They can also determine if the content could use an infusion of more keywords, or perhaps if it needs to be posted on another day or at another time.


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There are many factors that impact the success or failure of published content, and luckily there is plenty of data to help point us in the right direction.

8. Content promotion specialists

This is one area in particular where you can hire freelancers. These are people you bring in to do specific tasks; they are not permanent members of your team and are specialists in their field.

For example, you might want to hire someone who can upgrade your website to help your content stand out. You can hire a web developer to accomplish this.

Paid search and social media are also popular positions for freelancers because the skill, while involving content, is so specific.

You could also ask a freelance writer or agency to help you with link building and / or public relations to gain more visibility for your content.

You may also decide to partner with influencers when looking to create more compelling content. Influencers will likely charge a lot for their services, but it could be worth it in return for the buzz they generate for your business.


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Takeaway meals

In short, content marketing is not a solo operation.

To get it right, you need to be prepared to work as a team and hire the right people.

Your team will almost certainly not look exactly like what I described above. In a small marketing team, you may have only one or two people responsible for most of the above roles and responsibilities.

And in business, you could have a team of hundreds.

What matters most is making sure that every phase of the content planning, production, publication and promotion process is covered by a dedicated expert.

Hope you can benchmark the information in this article as you aim to build your content marketing team and make sure your business content gets the hype it deserves!

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Featured Image: Shutterstock / AlessandroBiascioli

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