When it comes to building a content team, you know you need the writers, designers, and editors. But did you know you also need these five non-creatives?

1. 5
BUSINESS
MARKETING
ASSOCIATION
Non-Creatives You Need
for a Successful B-to-B
Content Marketing Team

2. Because B-to-B buyers go through 52 percent
of the purchasing process before ever reaching out
to sales, brands need content to push prospects
toward their offerings. Unfortunately, only 28 percent
of B-to-B brands feel they have a sophisticated
content strategy. If your organization is looking for
better results from its content marketing tactics, you
may want to consider hiring the following five people.
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THE
DIRECTOR
1

4. A publisher in a past life, your director of content marketing
will have the creative eye of a polished editor and the
strategic mind of a CMO. If your team is new, this person will
develop a strategy and voice, create initial content calendars,
and outline the ways in which success is measured.
Average salary: $125,000
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THE CONTENT
MANAGER
2

6. An often overlooked but essential part of any content marketing
team, your project manager will be like a managing editor.
They’ll assign work, establish workflow, and provide constructive
feedback to ensure the quality of work is as high as it can be.
Average salary: $91,440
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THE CUSTOMER
INSIGHTS
GURU
3

8. Your content strategy should be guided by the needs
of the customer. But beyond surveying your buyers or
prospects, how do you know what your customer needs?
Hire a customer insights analyst to evaluate survey results,
employ social listening technology, and make recommen-
dations based on what the market is telling them.
Average salary: $45,720
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THE DATA
HEAD
4

10. Your director of content marketing will determine which
metrics are crucial to your team’s success, but it is the
data analyst who will actually report on how well the content
is performing based on those KPIs. Whether it’s conversions,
leads, or reads, you’ll need a data analyst to pore over the
numbers and provide a grade for content performance.
Average salary: $60,476
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THE
PROMOTOR
5

12. You’ve created a wealth of helpful, data-verified,
customer-centric content. Now you need to distribute it.
Because social media is likely the channel where your
content will be distributed most, hire a social media strategist
to determine which content makes most sense for which
channel and to optimize the delivery of that content.
Average salary: $50,783
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13. SOURCES
Want to dig deeper? The ANA’s Marketing Knowledge Center has a wealth
of material on this topic. Some of our favorites:
Five B-to-B Content Marketing Game-Changers for 2016
ANA Trends: Content Marketing
Five Key Takeaways from NewsCred’s 2016 Content Marketing Strategy
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