4 Content Marketing Team Roles – Writer, Editor, Strategist, and Marketer

Content marketing is the buzziest marketing technique right now and will only continue to grow; for a good reason, too. Content marketing works – especially when it comes to B2B businesses. 

According to a study by Convince and Convert, organizations that take a content-driven approach see a 41% increase in leads and a 16% increase in conversions compared to other marketing techniques.

Given such a positive influence of content on a firm’s lead generation and sales, businesses are heavily investing in content marketing.

So, what is content marketing, and what different roles does a content marketing team have?

Let’s find out.

What is Content Marketing?

Content marketing is a marketing technique that uses content to engage, educate and build relationships with customers.

A content team produces a variety of content pieces, such as blog posts, e-books, podcasts, videos, and webinars, to name a few. They distribute this content through a variety of channels such as email, social media, and, sometimes, advertisements.

The goal of content marketing is to get potential customers to take some sort of action, whether that be converting to paying customers or simply downloading a useful resource.

Content writers create customer-focused content that addresses the needs, interests, and desires of potential buyers at every stage of their buyer journey. This makes content marketing a flexible and powerful marketing technique.

But who are the people behind successful content marketing campaigns?

Well, it’s not straightforward like a mathematical equation.

Every content marketing team is unique. Some have dozens of content writers and editors, while others only have one writer who also plays editor and a publisher/outreach specialist.

Moreover, some content departments are run by a marketing manager who works with an outside digital marketing firm and freelance content writers to create content for their website, while others rely on a single web developer for back-end search engine optimization (SEO).

But for the sake of your knowledge, let’s discuss all the roles a content marketing team would have.

4 Key Roles in a Content Marketing Team

A typical content marketing team would have the following job roles:

1. Content Writers

Content writers create content for a variety of marketing channels, such as blogs and social media. They are the backbone of a content marketing team and are responsible for creating compelling and informative articles and posts that engage readers and encourage them to take action.

Content writers are also responsible for creating website content that explains the benefits of products, services, and companies. They may also create content for paid advertisements and email marketing campaigns.

I’ve recently written an article explaining content writers in-depth. You should read it – What is a Content Writer and What Do Content Writers Do?

2. Content Editors

Content editors make sure that the content created by content writers is error-free and meets the company’s standards. They review content before it’s published to ensure it aligns with the company’s brand guidelines and is grammatically correct.

Content editors are also responsible for making sure that the content published on the company’s various marketing channels is consistent. This means that the website’s “About Us” section and the blog’s “Top Posts” section should look and sound the same.

3. Content Strategist

A content strategist develops and implements the organization’s overall content strategy. They research and analyze data to determine which audiences are most likely to engage with which content.

Furthermore, they identify keywords and organize content topics to match personas, ensure content creation across the sales process, and keep up with the latest content marketing trends. They even manage the process of creating content and making sure it’s published on the right channels at the right time.

Content editors may hire content writers to create specific pieces of content, or they may have a team of people under them who are responsible for creating content.

4. Content Marketer

A content marketer is a marketing professional who focuses on creating and publishing content to drive leads and sales for their company.

Okay, Okay, Okay… You might ask, that’s what content writers do. Well, the thing is, there is a blurred line among all the roles of a content team. Content marketers play several roles, and writing is one of them.

Content marketers also measure and calculate ROI and partner with the art director and videographer to produce content in a variety of formats: images, videos, infographics, blog posts, quizzes, memes, gifs, advertisements, and more.

Content marketers make sure that their company’s website and other marketing channels, such as social media, are fresh and filled with relevant and helpful content that meets the needs of their target audiences. They make decisions about what types of content to create, how often to publish that content, how to publish the content, how to promote the content, and how to measure the effectiveness of their content.

These materials are then distributed on social media and other platforms to help the company achieve its marketing objectives: leads, sales, downloads, views, and so on.

Why is Content Marketing Inevitable for B2B Businesses?

Time for some pep talk.

Unlike B2C businesses, most B2B companies don’t have brand recognition. They don’t have customers who eagerly wait for new product releases. They don’t have customers who are excited to share what they bought with friends and family.

In short, B2B companies don’t have customers already familiar with their brand and want what they’re selling. Instead, B2B companies must go out, find their target customer and make a great first impression. They need to introduce themselves and their products in a way that resonates with their audience.

That’s where content marketing comes in. With content marketing, B2B companies can reach their potential customers and build relationships. They can introduce themselves, their team, and their products, and they can do it in a way that’s authentic, helpful, and engaging.

Content marketing is a long-term strategy, and successful B2B companies understand this. They know that content marketing can take time to produce results, so they’re patient and persistent and don’t give up when things get slow.

Bottom Line

Content marketing is a key component of marketing strategies. For B2B companies, it’s an opportunity to get in front of potential customers and build relationships with them.

The content marketing team creates and publishes content, such as blog posts and white papers, to drive leads and sales by solving potential customers’ pain points and answering their questions.

To succeed with content marketing, B2B companies need the right team. They need a mix of content marketers, content writers, content strategists, and content editors to produce and publish the right content on the right channels at the right time.