For a content strategy to pay off, you have to commit. Commit crimes? No, commit to content. With respect to designating roles and responsibilities, treat content the same way you treat every other strategic department in your business. You wouldn’t just let the people in your bookkeeping, sales, or legal departments run around willy-nilly, with scissors, without clear goals or designated roles.
Whether your content marketing team consists of just you or hundreds of talented employees working in siloed departments, understanding the separate and necessary roles and responsibilities of a crack content marketing department will ensure you never again murder a could’ve-been-great content strategy. See the return you expect from your content investments by designating roles and responsibilities in your strategy.
It’s a Real Who-Done-It? Mystery! (Who’s Responsible for What in Your Content Department?)
1. It Was the Chief Content Officer in the Break Room with a Broken Perrier Bottle
This character’s no C-suite executive, but you could say they run things. The CCO leads content marketing efforts, acts as liaison between marketing and the executives, is responsible for delegating tasks to maintain message architecture across marketing functions, evaluating the success of campaigns, and making decisions to improve future strategies.
2. It Was the Director of Content Strategy in a Cubicle with a USB Humidifier
This individual primarily works behind the scenes. From the shadows, the content strategy director evaluates the overall structure of content, in terms of function, optimization, and effectiveness. They’re responsible for leading the development of customer personas and customer experiences. They also implement strategies for optimizing content, looking at metadata and keywords.
3. It Was the Managing Editor in the File Room with an Envelope Opener
Managing editor keeps an eye on everyone’s business, making sure the operation runs smoothly. They’re responsible for managing content flow and production. They also keep all content in check, ensuring it’s high quality, compliant, accurate, and legal. You wouldn’t want your content marketing team drawing attention from the wrong sort.
4. It Was the Content Production Director in the Board Room with a Wastebasket of Used Tissues
You’ve gotta look good on the job. Your content production director will make sure your content always looks sharp. Overseeing all types of media published, this might be a cross-functional role or designated to a single style-minded individual who ensures all of your designs and formats line up with your brand.
5. It Was the Audience Development Manager Behind the Potted Ficus with a Spray Bottle
Put out the honey and wait for the flies to come. That’s essentially what an audience development manager does. This person’s responsible for the paid and earned marketing assets that draw in audience members. They’re also responsible for tracking lists of subscribers (email, direct mail, and followers). Eventually, subscribers can be separated into groups to receive more direct and refined messaging.
6. It Was the Head of Influencer Outreach on the Roof with a Banana Peel
In a dog-eat-dog world, you need all the top dogs on your side. Head of influencer outreach is responsible for recruiting, managing, and maintaining relationships with influencers who can recommend your brand, help sell your brand, or contribute content to your brand.
7. It Was the Content Technology Manager in the Network Room with a Live Wire
You need a trench coat? A cigar cutter? A private eye to deliver a monologue? Consider it done. Your technology manager provides and maintains all the tools the rest of your team needs to do their jobs efficiently and effectively.
Who’s Most Wanted? Talent at Home with a Keyboard
After you’ve outlined the crimes (responsibilities) each member of your content marketing team must commit, don’t forget to stake out some key talent to carry out your jobs. Search dark alleys, back roads, and the darkest corners in the inkiest bars in the ghostliest of towns, to scrape up freelance writers with grit. Then let them in on your seedy strategy to wreak havoc on the content marketing world.
Jennifer G is a full-time freelance writer and editor with a B.A. in creative writing from the University of Montana. She enjoys researching and writing creative content to engage readers and developing professional voices for clients across all industries. She specializes in medical, health, veterinary, and financial writing. Having worked nearly thirteen years in finance, Jennifer applies her experience in the banking industry (marketing, social media management, consumer and commercial lending, customer service, accounts, and bookkeeping) to her writing work within the industry.
