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Creating a content strategy and plan is a big undertaking. It's essential to get everyone on the same page with their roles and responsibilities and allocate a budget for creating and promoting your content.
Developing an effective content strategy requires the collaboration of different departments, but one team that can't be ignored is the core content creation team. It is responsible for creating the content into your marketing strategy. And it's essential to have the right people in the right roles to make sure your content is high quality and engaging.
It would be best if you had a content strategy.
We can help your company develop an effective content strategy. A good content marketing plan is the foundation of any successful marketing campaign, and we're here to make sure that you have one. We'll work with you to determine what kind of tone your brand should take, as well as who will be responsible for creating it. We'll also work with your team to ensure everyone knows their role in developing this plan. You don't want just anyone writing about your business - we have content strategists and writers - professionals who know how to create engaging content that will keep people coming back for more!
Geolance has developed such strong relationships with all the content professionals over time! This ensures no confusion or miscommunication between our clients and us when getting what they need from each project!
Contact us today if you're interested in learning more about how we can help develop an effective Content Strategy Plan.
Click here to learn more about how Geolance can help develop an effective Content Strategy!
Roles and Responsibilities for Creating Content
Developing an effective content strategy requires input from many different departments within your company and outside experts who specialize in different aspects of content creation and promotion. Generally, there are four leading roles on a content creation team: content strategist, writers, and designers.
1. Content Strategist/Planner - is responsible for developing and maintaining the overall strategy for content creation, direction and approach. He has the overall vision and plans for what content needs to be created and how it should be promoted. They work with stakeholders to determine what content should be produced, why it's needed, and who will benefit from it. Content strategists typically oversee an editorial calendar built by assigning topics and due dates to other people on the team. This role manages all stages of the process, including identifying goals, conducting research, building personas, writing headlines, managing writers etc. Content strategists also coordinate with SEOs or technical writers to create metadata that helps search engines understand what each piece of content is about.
Content Strategists don't necessarily need to be a writer - they must have excellent communication skills and should be able to understand different audiences and their needs. The primary responsibility of a Content Strategist is to develop an effective content plan that makes sense from both a business perspective and a user perspective – this requires them to know your audience inside out, which takes time.
2. Writers - are responsible for creating the bulk of the content for your website, blog posts, articles, and whitepapers. They write headlines, product descriptions, and more. In addition, they write copy that is on-brand, engaging, and effective. Writers should be experts in their field and produce high-quality content that engages readers. They often work with the content strategist to come up with topics and have a lot of autonomy when it comes to what they write. They may also create titles, meta descriptions, and other text-based elements that help improve SEO.
3. Designers - are responsible for creating the graphic elements in your content - visuals that accompany the text. They work with the copywriter to make sure the visuals help support and illustrate the article's message. A graphic designer creates visuals that help support the copy's message and are on-brand. Designers will design the visual layouts of graphics, infographics, charts, images, emails, brochures, etc., and anything else that helps explain the content. They also plan how they should be used throughout all channels of your marketing strategy.
Other roles that may be necessary include an SEO specialist, social media manager or community manager - depending on what kind of content you are publishing and where.
4. SEO specialist - will ensure that search engine optimization (SEO) tactics are implemented correctly to ensure people can find your content when using search engines like Google or Yahoo!.
5. Web Designer/Developer - builds web pages optimized for search engines and look great. This person makes sure the website looks and works the way it's supposed to. The web designer is responsible for making sure all of the copy on the website looks good and is easy to read. They also design any graphics or templates needed for the website. In some cases, they may also be responsible for coding (i.e. writing HTML and CSS). They work with graphic designers to make sure all visuals are implemented correctly, and they also develop any custom code needed for interactive content or special features.
6. Social Media Manager - Plans and executes social media campaigns to promote content and grow audiences. Look after web-based activities intended for conversation through sites like Facebook or Twitter.
7. Publisher - Publishes content on the company website and other channels as needed.
8. Community managers - manage activity on third-party forums related to your company or product.
9. Editors - are responsible for reviewing and editing the writer's work before it goes live. They make sure the writing is spelled correctly and grammatically correct and conforms to your company's style guidelines. This specialist also checks for clarity; does the copy make sense to someone new to your product or service? Does it flow correctly? Have all of your points been included? Have any additional points been missed that need to be included?
Depending on the size of your organization, you can also hire additional editors who specialize in different types of content. For example, you might have a content editor specializing in blog posts and another specializing in social media updates.
10. Public Relations Specialist - promotes content using press release distribution services like Business Wire, press outreach and coordination with journalists contacts. In addition, they monitor the reputation you've built up across social media by responding to comments, questions and reviews online.
11. Technical writer - is in charge of creating all of the documentation needed to use the website. He creates manual or instructional documentation for users who need help learning how to use your products/services or support articles for customers who have problems. This includes everything from creating an account to submitting a support ticket. This is not an easy job - it takes time to write adequate technical documentation that is thorough, engaging, and easy to read.
The people within the content team have different titles, but they all work toward creating valuable content that their audiences will appreciate.
While the core team creates the content, they can't do it alone. Other departments need to make sure the content meets business goals and resonates with customers.
Marketing: This team is responsible for promoting the content, whether it's through social media, search engine optimization or email templating. They also track results and analyze how different campaigns are performing.
Sales: The sales team uses the content to help close deals. They may send potential customers links to relevant blog posts or case studies or even use the content as part of a sales pitch.
Customer Support: Customer support teams use content to help solve customer problems. They might post an article on their blog that explains how to fix a common issue or write a guide on using your product.
Using a roles and responsibilities chart to organize a content team
Content strategy is a crucial component of any digital marketing campaign. However, since this role has just recently started to gain momentum within organizations, there are no set guidelines for managing or what teams should be involved in the process. This can lead to problems if the content isn't being created the way that makes sense for your business.
RACI provides a little more clarity about who does what, ultimately improving efficiency. A RACI chart brings clarity to the roles and responsibilities of your content team by using four letters: R (responsible), A (accountable), C (consulted) and I (informed).
Developing your content strategy uses many different departments. Ensure everyone is on the same page about their tasks and knows who to contact if there are any issues or questions that arise. Additionally, by creating a unified content strategy that everyone is aware of, there's less chance of your project being derailed because the wrong person assigned too much or not enough work.
Here's how to use a RACI chart for developing, implementing and maintaining an effective content strategy:
Responsibilities: The first role each person should take care of within their department is their responsibility. If someone's job entails writing blog posts, they will be responsible for creating them.
Accountability: The second role should be accountability. This person or department should ensure that each project gets completed on time and meets quality standards. For example, if a writer misses a deadline or fails to meet expectations, it's the account manager's job to handle this and bring it to the attention of upper management. Account managers should also make sure all employees' work is appropriately assessed, and any feedback is communicated accordingly so the team can learn from mistakes made in previous projects. What are some responsibilities of your content strategy & planning RACI chart?
Consulted: To get an accurate picture of what customers want, it's essential to consult with them. Therefore, the third role in a RACI chart is for those who need to be consulted. This includes team members from different departments as well as customers or clients. Make sure you reach out to your target audience and other stakeholders to get their insights on what they'd like to see from your content. What are some ways you can consult others?
Informed: The last role is for those who need to be updated on the project's progress. Members of this group might include executives or people in other departments who don't directly create the content but want to be aware of what's going on. This could also include individuals who are not part of the core content team but promote the project. Before you launch a new piece of content, it's a good idea to inform everyone in your company who might need to publicize it in some way.
Benefits of a RACI-organized content team?
By utilizing a roles and responsibilities chart, you'll have an easy reference guide for which person is responsible for communicating with various departments, creating written content, designing graphics, etc. There's also added peace of mind knowing that every aspect of your project (from brainstorming ideas to writing blog posts to promote and measure results) is handled by the right person.
RACI offers multiple ways to break down roles for stakeholder groups, helping you to create effective management environments. For example, understanding the responsibility assignment matrix (RACI matrix) is a great way to build an effective collaborative team. It also can help prevent overlap, missed communication and incorrect task delegation.
The benefits of using RACI for your content team include:
- Clear roles and responsibilities for everyone involved
- Improved communication between team members
- Reduced confusion over who is responsible for what tasks
- Fewer mistakes due to miscommunication or lack of clarity.
When everyone knows their role and what is expected of them, the entire team works together with more efficiently and produces better results. Therefore, a content strategy that utilizes a RACI chart is more likely to succeed than one without it.
Using RACI to organize your content team allows you to make sure everyone involved gets their specific tasks completed correctly and on time. Additionally, it can help avoid any work overlap or confusion about who is responsible for what.
Additionally, using a RACI chart can help to prevent conflict from arising. When everyone clearly understands their role and what is expected, there is less chance for disagreement about how tasks should be completed.
A RACI chart allows for a collaborative work environment in which the content team comprises people with a variety of skills. So, on the one hand, it makes for an efficient workflow. On the other hand, however, there's also the potential that some departments will want more say in how their projects are managed and may feel slighted if they're not consulted. In addition, marketing managers who don't understand what roles each member plays within the organization can neglect certain aspects during the brainstorming process.
Weaknesses of using a RACI chart
One drawback to this organizational structure is that unexpected personnel changes may not be adequately communicated. Since it can be easy to forget who has expertise in what areas, it may result in specific departments feeling like they're being ignored if their specialized knowledge isn't taken into account.
A RACI chart works best for medium to large-sized teams. If your team is too small, you may find that specific individuals are taking on multiple roles, leading to confusion and frustration. On the other hand, if your team is too large, you may find that it's challenging to keep track of everyone's responsibilities. In both cases, using a RACI chart can help clarify who is responsible for what.
Now that you understand the importance of having a clear content strategy and know-how to create an efficient and effective team, it's time to outline your budget.
Budgeting for Content Creation
A content creation budget is a plan that outlines how much money and time your team will spend creating and distributing web content. It can help you prioritize your financial resources, determine what projects to take on, and how many people you need involved in each aspect.
There are two main areas to consider when it comes to budgeting for content marketing: content creating expenses and promotional activities costs.
1) Content creating expenses - mainly wages (will vary depending on your business size and industry). But don't forget to include the cost of recruiting, hiring and training new team members.
2) Promotional activities expenses - the costs associated with promoting the content (including paid advertising, social media promotion, PR efforts)? The most common promotional activities are email templating campaigns, social media campaigns, paid search campaigns, event marketing/sponsorships and press releases.
Creating great content doesn't come cheap. To produce quality, engaging content, you will need to allocate a budget for creation and promotion.
The first step is to understand your goals for the content campaign - do you want to increase website traffic, leads, or brand awareness? Once you have a goal in mind, you can determine the necessary expenses.
You'll need to estimate how much time and money will be needed to produce the desired results to forecast a budget. You'll also need to factor in the cost of tools and software, staff time, and delivery methods. It's important to remember that not all content is created equal - some pieces will require more time and money than others.
According to Content Marketing Institute, spending between $3,000 - $5,000 per month on an average B2B content marketing campaign is not uncommon. Even though this may seem like a lot of money upfront (depending on your industry), remember that investing in quality content will help you generate leads over time, making up for the initial investment. The critical thing to keep in mind is knowing what content you need to produce to achieve your goals and then allocating the necessary budget to make it happen.
The budget for content creation and promotion
It depends on several factors:
your business's overall marketing budget - as a general rule, you should expect to spend 10% of your marketing budget on content creation and promotion;
The content campaign's goals are to drive website traffic, increase leads, or boost brand awareness?
Staffing - How many people are responsible for creating and promoting content? Do you have in-house staff, or will you need to hire contractors?
Type of content you want to create - Are you looking for short-form or long-form content? Videos or infographics?
Delivery -The channels you'll use to promote the content - Website? Social media? Paid ads? E-maiEmailatforms - Where will the content be published? Will you need to purchase advertising space?
Tools - What software and tools will be needed to produce the content? This might include design tools, video editing software, or subscription services like Hootsuite or Sprout Social;
outputs -How often will you publish new content? How often does the content need to be created?
Once you have a better understanding of what you want to achieve with your content, you can allocate a budget that makes sense for your business.
Budgetary process work
Creating a content budget involves several steps:
1. Define the scope of the project and why it's necessary.
2. Determine who needs to be involved in the different aspects of the job.
3. Estimate how much time it will take to complete each task and put together an accurate estimate for what it should cost, considering salary expenses and other costs such as technology or production equipment.
This means being mindful of the amount of time and money you're spending on each project and being willing to make adjustments when needed. It's also essential to track your progress and revise your budget as necessary.
The person responsible for creating and managing the content creation budget is typically the Director of Marketing or someone with a similar role. This individual will work with teams across the company to determine what content needs to be created and how it should be promoted. They'll also need to allocate funds to meet the budget. Budgeting for content marketing can be a difficult task, but it's important to remember the campaign's goal. By focusing on what needs to be accomplished and allocating funds accordingly, you can create a content budget to help your business achieve its objectives.
By taking the time to develop a well-thought-out strategy, you will be able to create content that engages readers and helps you achieve your business goals.
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