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March 8, 2021 Content Chat Recap: Small Content Marketing Team? Here’s How to Drive Big Results

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Content marketers often wish they could add members to their team, equating more people with greater potential results. While there is an inherent advantage of having more people on your content team, the reality is that even a team of just one or two can drive equal—or even higher quality—results compared to a large team. So how can they do it?

In this #ContentChat, we’re joined by marketing consultant and editor of the Content Marketing Institute (CMI) blog Ann Gynn (@AnnGynn) to discuss how small content marketing teams can drive big results. Read the full recap below, where we share what a minimum viable content marketing strategy should include, tools to boost the efficiency of your work, and resources to help bolster your marketing skills.

Q1: What skills are essential for an in-house content marketer with a small (or no) team? What skills can be outsourced as needed?

In-house content marketers should be skilled in strategy development, project management, editorial planning, and community management.

An in-house content marketer must have a deep understanding of their organization, its services or products, the internal dynamics at play, and the overarching business goals. They must also be aware of how their organization fits into the wider industry in which they operate and the competitive landscape.

Outsource marketing skills related to content creation and promotion as needed.

Q2: What should a minimum viable content marketing strategy include? Why is this document essential for content marketing teams of any size?

Your content strategy should include your target audience (who), topics and formats to reach them (what), timing (when), distribution and communication channels (where), and your goals and value add for your community (why).

Without a written content strategy, your team is likely engaging in random acts of content with no strategic purpose.

Aim to have a one-page content marketing strategy so it is easy to digest. Link out to more comprehensive playbooks or individual plans as relevant.

And remember that an editorial calendar is not the same as a content marketing strategy. You need a separate strategy document.

Q3: What tools do you recommend for small content marketing teams to perform more efficiently?

Review your typical workflow and identify any hurdles in the process. Use these hurdles to drive your search for new tools.

The community shares their favorite content marketing tools below. Did we miss your favorite? Let us know in the comments, and tell us how you use the tool.

Q4: How can marketing teams extend the value of the content they create?

Plan at least three different uses for any one piece of content. Find a topic and angle that is unique from what is already out there and of interest to your audience.

Create a template that can guide you through this planning phase with each piece of content.

Revisit your top-performing content and assess how to refresh or repurpose it for new life. This could include updating statistics, creating accompanying imagery, changing the call to action, and more.

The key is to listen to your audience and provide content based on their interests. You may feel that your team has created an abundance of content on a topic, but that topic is still relevant if your audience is interested in it.

Q5: What other departments or roles should content marketing teams partner with to broaden their impact?

Content marketing teams should partner with public relations/PR, sales, product, human resources/HR, and executive teams. Basically, any team that is customer-facing or can somehow benefit from the use of content.

Q6: Where can content marketers seek help when their internal team lacks necessary expertise?

There are plenty of ways marketers can learn new skills and stay ahead of the latest marketing best practices.

Sign up for newsletters from top marketers to see what they’re prioritizing. Unsubscribe if you do not get value from the newsletter (otherwise your inbox will be overrun with low-value content).

Join Twitter Chats on a variety of topics (#TwitterSmarter, #Digital360Chat, and #AgencyChat are just a few starters).

Join Slack groups.

MarketingProfs PRO is well worth the investment.

Clubhouse is still new but promising for marketers.

And turn to your online communities for help.

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

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