Content marketing is about people.
Almost every company is doing content marketing. Why? It works. Done well, content marketing promises to increase traffic, leads and sales while reducing marketing costs.
But does it work for every company who does it? Definitely not. And so content marketing really isn’t for every company. Content marketing is for companies committed to employing the best talent and deploying effective tools.
This in-depth article focuses on cultivating content marketing talent, the asset you need most to achieve success in content marketing.
It takes a team
If you’re new to content marketing, you’ll quickly learn the practice demands serious resources. Try to do it as a one-man band and you’ll soon discover it calls for time and talents you don’t have. You need to assemble a team.
In late 2014, content development director Michele Lynn of Content Marketing Institute wrote:
Each year we track the challenges marketers are having with content marketing in our research. This year, one challenge was far more pronounced than it has been: finding trained content marketing professionals. This challenge has seen a 320% increase for B2C marketers over the past year.
According to research conducted by Kapost, fewer than 20% of content marketing teams comprise six or more people. Almost half of the respondents in their survey had teams of 2-5. The same research reports 83.7% of companies find hiring for content marketing talent difficult.
Content marketing is full of trials. First and foremost, you need the right people onboard. Let’s look at who they are, the talents they possess, and how to get the best in the business to join your team.