It’s no new revelation that Content Marketing is an increasingly growing topic. Companies today across every industry are taking advantage of the real value content can bring to their organisations, and to their customers.
Until now, however, organisations have struggled to define what a killer content “dream team” should be made up of. The creative class has flooded the workforce. They are crowded at your window like the Walking Dead, waving eagerly with faces pressed against the glass. Let us in! We won’t bite! You need us!
Why should you?
The truth is, there is no written formula for the success of your company’s content strategy, because content means something different for different brands. In a 2014 study by Kapost, in which more than 500 global marketers were surveyed, 83.7 per cent of respondents reported that hiring for their content marketing team is “somewhat difficult” or “difficult.” Despite this, 44.9 per cent of B2B companies plan to hire for content marketing in the next year. Companies understand that hiring a content marketing team is critical for the success of their organisations, but generally struggle with choosing the right candidates.
The study suggests to a good place to start: a writer. Two-thirds of companies surveyed hired a writer as the first member of their creative team. Furthermore, 9 in 10 companies said that writing/copy editing was the most important sought-after quality in a content marketing professional.
While writers are generally the first hired, 56 per cent of professionals in content marketing are web/graphic designers, followed by content marketing managers. All of this points to the goal of building your brand through textual and visual/graphic content, as 56 per cent of marketing teams reported being responsible for “driving awareness” as their top priority, followed by “generating leads,” and “sales enablement.”
As companies continue to grow their content marketing dream teams, they can avoid waking up in a cold sweat, and rest assured that they are successfully growing their brands.