6 Smart Ways to Organize a Content Team
You know you need content – and probably more this year than ever before. But how do you organize your internal personnel to get all that content created, amplified, and measured?
According to our friends at RunDown there are 6 ways to do it.
They recently published their 2016 Content Report, based on a survey of 370 content and digital marketers.
You should definitely read the whole report (summary infographic below) as it’s chock full of interesting findings about what technology content marketers are using, how they do their work, and their biggest challenges.
6 Ways to Organize a Content Team
According to the survey, content teams are organized in one of these constructs:
1. Digital Content Team
100% dedicated to producing content across all digital channels. Reports to a senior exec responsible for all content.
2. Department
Content production is part of a larger group like advertising, PR, marketing, and has little or no personnel dedicated fully to digital content.
3. In-house Agency
Dedicated team that produces all online and offline content and creative.
4. Outsourced
Small, in-house team of strategy leaders that relies on external, agency resources to execute content creation.
5. Newsroom
A cross-functional team that leverages social, search, and other data to drive online content production in real-time.
6. Channel Teams
Channel specialists (email, social, web, etc) work in different departments, reporting to different senior execs.
Data from Rundown and the 2016 Content Report
Today, Digital Content Teams are most common, with 36% of survey respondents using that model. Channel Teams are the least common, and that’s probably good news as it’s much harder to collaborate and integrate content using that structure.
Which model do you use? Leave a comment below and let’s discuss.
Please also enjoy this infographic that summarizes the complete study, but definitely take the time to read the whole thing.
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About Jay Baer
Jay Baer is a renowned business strategist, keynote speaker and the New York Times best-selling author of four books who travels the world helping businesspeople get and keep more customers.
He’s advised with more than 700 companies since 1994, including Caterpillar, Nike, Allstate, and 31 of the FORTUNE 500.
Available March 2016, his new book Hug Your Haters provides a compelling (and often hilarious) rationale for why mobile and social technologies have forced a customer service revolution. You may pre-order your copy here:https://www.hugyourhaters.com.
He is the founder of Convince & Convert, a strategy consulting firm that helps prominent companies gain and keep more customers through the smart intersection of technology, social media, and customer service.
His Convince & Convert Media division owns the world’s #1 content marketing blog, multiple podcasts, and many other education resources for business owners and executives.
Vice President, Corporate and Public Affairs and Head of Content and Digital Platforms at TD | Strategic Communications | Storyteller
9 年Nice post Jay. We're still evolving to best meet the needs of the enterprise but we're definitely headed towards #1. I think a great intermediate step for some people might be a hybrid approach where you where you integrate agency support into your internal teams. It worked brilliantly for us at a time when we didn't have headcount.