Content Marketing for Small or Solo Marketing Teams

1
www.jacksonmarketingservices.com
© 2017 Jackson Marketing Services. All Rights Reserved.
SMALL TEAM CONTENT MARKETING
AWARENESS - TRAFFIC - LEADS
Learn more at
http://bit.ly/small-content-team

2
You may have resources already on your team who can cover some of core content marketing functions. You may even find that
other departments can pitch in to help with certain content efforts. And, there are strong agency partners – even for those on lean
budgets.
SMALL
TEAMS
CAN WIN BIG
IT’S TRUE . . .
IT’S ALL ABOUT COLLABORATING
WITH OTHERS TO GET THE JOB
DONE!
Believe it or not, your small (or solo) marketing team can produce relevant, quality content even if you don’t have the megabucks to
build your own brand journalism team. The important thing is to start with a focus on the essential functions and scale as you grow.
GOT A SOLO OR SMALL MARKETING TEAM?
Learn more at

3
Distribution
& Promotion
Editorial
Guidance
Feedback
& Analyses
Research
Content Creation
& Production
Content Marketing
Leadership
SIX FUNCTIONS KEY FUNCTIONS
CONTEN
TMARKETIN
G
Combine internal team members with an agency partner to cover the six functions below to build an SMB content marketing team.
6 things every content team needs
Learn more at

4
Content marketing leaders ensure that the overall
content marketing effort is aligned to and supports
business goals.
SKILLS
• Leadership
• Communication
• Marketing
• Brand management
• Budgeting
• Strategic thinking
CONTENT LEADERSHIP
Learn more at

5
Editors keep the bigger, strategic picture in mind;
evaluate the quality and variety of the work; and make
sure the team sticks to the schedule spelled out in the
editorial calendar.
SKILLS
• Storytelling
• Proofreading
• Deep editing
• Project management
• Creativity
• Analytical skills
• SEO knowledge
EDITORIAL GUIDANCE
Learn more at

6
Research responsibilities include gathering
information about buying personas, studying the
market and your competition, looking up and
evaluating new keywords, and identifying hot topics
that you should cover.
SKILLS
• Advanced search engine querying
• Social media listening
• Google Analytics (or your preferred site analytics
tool)
• SEO knowledge
• Creative thinking
• Analytical skills
• Intellectual
• Curious
RESEARCH
Learn more at

7
This kind of work involves coming up with ideas and
finding ways to execute them beautifully. These
content creators and producers may be writers,
designers, multimedia specialists, etc.
SKILLS
Will vary based on your content needs and projects.
• Writing
• Graphic design
• Videography
• Illustration
• Public speaking & presenting (think webinars,
webcasts, conferences)
• App building
• Etc.
CONTENT CREATION & PRODUCTION
Learn more at

8
Remember to post your content on your site and
across a variety of platforms. Come up with creative
ways to call attention to it. Consider email, SEO,
social media, paid ads, and even offline marketing.
SKILLS
• Email marketing
• Social media (including paid social)
• Paid search, display, remarketing
• Community building (including inspiring employees
and influencers to share)
• Paid distribution
• Repurposing & guest posting
DISTRIBUTION & PROMOTION
Learn more at

9
Analyze your content’s performance, measure
engagement regularly and pay attention to the
feedback you receive from multiple sources.
SKILLS
• Google Analytics
• Google Webmaster Tools
• Data analysis
• Excel / Google Sheets
• Ability to summarize data into executive summaries
• Ability to pinpoint trends and actionable insights
FEEDBACK & ANALYSES
Learn more at

10
Marketing Team Other Employees Agency Partner
Content Marketing Leadership
Editorial Guidance
Research
Creation & Production
Distribution & Promotion
SHARE CONTENT MARKETING TASKS
Feedback & Analyses
You can share the workload with other employees and an agency partner.
Learn more at

11
Marketing technology can help you automate or
streamline some of the functions mentioned
earlier.
EXAMPLES
• Automate social listening with Hootsuite1
• Manage the editorial calendar with CoSchedule2
• Set up automated email lead nurturing with Lead
Liaison or your favorite marketing automation
• Create a dashboard or custom report in Google
Analytics that emails team members reports
weekly
1 Disclosure: I’m a Hootsuite Ambassador, volunteer role
2 This is a CoSchedule referral link
Description Analysis
THE ROLE OF MARKETING TECHNOLOGY
DOWNLOAD “SELECTING MARKETING
AUTOMATION TECHNOLOGY”
Learn more at

12
SMALL TEAMS CAN
DELIVER BIG
RESULTS
WITH THE RIGHT PEOPLE, PROCESSES, AND TECHNOLOGY
HOW IS YOUR SMALL TEAM APPROACHING CONTENT?
Learn more at

13
• B2B marketers who are ready to formalize their content strategy
• Sales & marketing professionals tasked with driving online awareness
and leads
• Small-to-mid-sized business owners
WHO IS THIS GUIDE FOR?
Download our ebook today, and you’ll learn more
about these building blocks for leveraging written
and visual assets for online success.
NEED TO BRUSH UP ON YOUR FUNDAMENTALS?
DOWNLOAD

Content Marketing for Small or Solo Marketing Teams

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Content Marketing for Small or Solo Marketing Teams

Similar to Content Marketing for Small or Solo Marketing Teams (20)

Recently uploaded

Recently uploaded (20)

Content Marketing for Small or Solo Marketing Teams