How to manage a high-performing content marketing team

30-second abstract:

What’s the distinction between a daily content material advertising group and a high-performing content material advertising group?
A high-performing content material advertising group creates, promotes, and distributes content material that helps not solely their group however their enterprise to scale. 
Kevin Payne reveals you the precise steps to construct and handle your personal high-performing advertising group.

There’s a distinction between a daily content material advertising group and a high-performing content material advertising group. 

The former creates, promotes, and distributes content material. The latter creates, promotes, and distributes content material that helps not solely their group however their enterprise to scale. 

In this submit, we’ll present you a few of the precise steps it's best to take to handle your personal high-performing advertising group. 

Eight nice tricks to handle a high-performing content material advertising group 

1. Align your content material advertising group’s targets to your online business targets 

Take time to focus on the targets that your complete firm has and emphasizing these along with your group members. When you’re first onboarding new members once you’re assembly for brand new campaigns and methods, consistently reiterate your online business targets so that everybody has these on the prime of their minds on a regular basis. 

So you don’t neglect to at all times align new marketing campaign targets to your organization’s targets, take into account placing these targets someplace you’ll at all times see them, like as a bit in a brand new marketing campaign temporary or written down on a whiteboard throughout a method assembly. 

2. Equip your content material advertising group with glorious collaboration instruments

It’s no secret which you could’t run an efficient content material advertising group if you happen to don’t equip them with the instruments they should succeed. Here’s a rundown of a few of the instruments your group will want: 

Robust undertaking administration software program to trace campaigns, duties, and deadlines 
A collection of content material creation instruments for writing, graphic design, video enhancing, and the like 
Social media scheduling and analytics software program 
Website efficiency and analytics instruments 
Team-centric communication instruments for sending messages and doing video conferencing 

Investing in the precise software program companies could seem to be you find yourself shelling out some huge cash from the get-go. But statistics present that investing in software program might help improve collaboration between groups scattered throughout a number of areas, streamline work processes, and even offload duties like sustaining and defending knowledge from your personal group. 

three. Review your purchaser journey

High-performing content material advertising groups are capable of create extremely related content material that meets their prospects the place they’re at in order that prospects are moved by means of the advertising funnel or flywheel successfully. 

Make it a behavior to assessment your purchaser journey as you create new content material and promotions, and at all times ask the query, “How does this [content piece] serve my buyer on this specific stage?” 

If your group doesn’t have a purchaser journey but, you can begin by creating purchaser personas that enable you to perceive your prospects’ targets and ache factors. 

Then, you can begin to create buyer journey maps that spotlight what your prospects is likely to be considering or in search of after they’re in sure levels, resembling

Awareness
Interest
Consideration 

Source: Content Marketing Institute 

four. Clarify everybody’s roles 

Your content material advertising group members must have clear roles with set boundaries. While it’s not absurd to count on that everybody is aware of just a little about every function, it’s necessary to ensure each individual has a job to play. 

This is necessary for 2 causes: the primary cause being that by clarifying roles in your group, you possibly can establish if there are roles with an excessive amount of overlap or roles that haven’t been stuffed; and the second cause is you’re giving your group the house to give attention to one specific aim or consequence and doing that properly, as a substitute of spreading themselves out too thinly. 

5. Invest in numerous creators with distinctive ability units 

If you possibly can afford it, you possibly can outsource some specialised duties to gifted contractors who've a particular ability set that you simply’re in search of. After all, it’s extra expensive to work with low-cost amateurs than it's to rent skilled professionals. 

For instance, if you happen to want a parody video that’s humorous, search for video groups focusing on simply that. If you want graphics delivered in a specific artwork type, seek for illustrators with a formidable portfolio with the type you’re in search of. 

Let your group give attention to duties they work on greatest as properly. You could have writers who're glorious in long-form content material, however different writers is likely to be more proficient at writing e mail campaigns or social media captions. 

6. Encourage experimenting with new artistic methods

As a content material advertising group, it’s necessary to maintain on prime of new artistic methods and check new concepts recurrently.  

For instance, can your online business profit from creating microsites – or hyper-focused websites and touchdown pages designed to assist prospects in particular levels of your purchaser journey?  

This technique specifically means shopping for a number of domains after which creating devoted websites, blogs, and content material only for this goal. As a sensible instance, think about an athleisure model launching microsites for focused content material in mountaineering, in snowboarding, and in metropolis biking.  

OfficeMax launched an leisure microsite that lets prospects create enjoyable photos from their images.

Content marketing example

Source: ElfYourself  

7. Develop and maintain a method information

type information will assist set up and streamline your processes from the start, letting your teamwork extra productively and spend much less time creating micro-changes to content material items. 

In your type information, you’ll wish to embrace guides, templates, and types for the next issues: 

Tone: What is the tone you employ in your weblog posts, social media posts, and e mail newsletters? What phrases and phrases do you keep away from?  
Visual branding: What colours and fonts do you incessantly use? How ought to logos and colours be used collectively? What is the hierarchy of your model property? What is the overall type of your graphics and pictures? 
Content styling: What headings and codecs do you employ when publishing new content material? How do you cite sources inside articles? How do you current photos and visible knowledge? How do you employ sure phrases or phrases?  

Your type information could evolve as time goes on, and that’s regular. But by creating one now, you’re capable of assist your group construction and create content material that’s as near publishing high quality from the get-go. 

eight. Regularly assessment marketing campaign efficiency and analytics

The greatest content material advertising groups aren’t those that can churn out new content material each single day – the most effective groups, as a substitute, are those who can churn out the proper sort of content material recurrently. 

And there isn't a higher technique to accomplish simply that once you make it a behavior to assessment your content material’s efficiency 

Check how your campaigns are performing, consider top-performing, and low-performing content material items. What do you suppose made these items get the outcomes that they did? 

Encourage everybody on the group to consistently assessment the efficiency of their very own work with out judgment. You wish to give your content material advertising group the house to see the place they will at all times do higher, so deal with every thing – even posts and campaigns that carried out poorly – as suggestions. 

Key takeaways

Are you able to take your content material advertising group additional? With just a little effort and time, you possibly can scale your group to assist scale your content material methods and campaigns – simply make sure you observe these eight important ideas that can assist you get there. 

Kevin Payne is a Growth & Content Marketer, Kevintpayne.com.

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