the most important element to make it successful: the human talent that will be in charge of carrying it out.
Having highly trained professionals who are experts in developing quality content is essential for your company to effectively reach out to your clients and potential clients, and thus meet its business objectives. This is where, depending on the management of investment and resources, you have the alternative of forming your own team to do the work or hiring an agency to do it for you. Both options provide multiple advantages, so this choice will depend on what your brand needs at the moment.
According to the MU and Datum Content Marketing study, in 2021, 43% of companies allocated between 20% and 60% of their budget to content marketing. A practice that is not only favorable for attracting and retaining customers, but also allows the company's income to increase even in low seasons . Taking this into account, if you have finally decided to implement an in-house team , you should have some considerations for the key positions that make up a modern marketing team .
The director as a strategist
The main point is to be aware that the customer will go through turkey phone number list different channels and decision-making stages in their purchasing journey, so it is important to create valuable content for each of these levels, including after-sales. In this sense, the roles that must be considered in the internal team depend on the amount of content that the organization produces.
If the brand is intensive in content production, the figure of the content director is key, as he or she will be the one who defines the editorial line and maintains content governance in coordination with the different units. In this way, when the brand uses various channels, it will not send different messages or use channels incorrectly, which will end up creating dissonance in the consumer. This task should be entrusted to a professional with strategic criteria to organize the content and coordinate all the actions in a single guideline.
According to César Meza, general manager of MU Marketing & Content Lab, this position should not necessarily be filled with the profile of a communicator, it could also be a marketer, so that the professional in the position responds better to the demands of modern marketing , but this will depend greatly on the orientation that the organization gives to the contents.
“If you consider that content is key, fundamental and transversal to the entire organization, you can have the figure of a Chief Content Officer or content director, who looks at content in a more strategic way, not only from an advertising perspective. In addition, this position requires having a broad vision of all the units of the entire organization,” he said, mentioning that, when it comes to performing more tactical functions linked to marketing and advertising, these profiles may not necessarily be as sophisticated.