17 Ways To Truly Utilize Your Company’s First Content Marketer

A lot of companies are starting to get religion about Content Marketing. They see the success that others have had, and they want to get their share of inbound leads generated by great content (and combined with other marketing strategies (SEO, social media, email marketing, various paid campaigns).

So some companies decide that they’ll hire their first content marketing manager and their goal is to have that person write 90% of the time. Grinding out content on a daily basis until their company firmly grabs their unfair share of awareness in the industry (and new leads).

This sounds great, but in some ways, I think some company execs are undervaluing the role that a great content marketer plays as strategist, quarterback, analyst, cat herder, cheerleader, reporter and editor. Just focusing on the writing can limit the other ways a great content marketer can quickly add value for your organization.

To scale a lone content marketer, here are 17 things they can be doing (besides heads-down writing).

1) Serving as the blog editor to raise the quality, frequency and focus of content posted

2) Finding and managing high-quality guest bloggers

3) Identifying and managing freelancers for various types of content

4) Curating relevant content (e.g. round-up posts, infographics, video content) to create low effort, high impact content

5) Being the generator and keeper of all content ideas, good and bad. Regularly refreshing, prioritizing and tapping into this database of information

6) Finding and supporting internal writers (including execs) to get more and better content out of them

7) Conducting internal and external interviews with experts and thought leaders to generate powerful pieces

8) Serving as a reporter at key industry and company events. Making sure images and video are captured (by them or by others), documenting key insights, and creating great content based on each event

9) Breaking existing content into new formats (e.g. infographics, Slideshares, social content)

10) Unearthing, repurposing, rewriting and re-promoting old content

11) Making sure all content is promoted effectively. Shared across multiple platforms and not just once (e.g. in places like Twitter, different LinkedIn groups, etc.)

12) Finding low cost and low effort ways to expand into new content formats or social platforms (e.g. short videos to establish more of a presence on YouTube, Vine or Instagram)

13) Making sure all content is properly SEO-optimized to maximize the value of each piece

14) Getting great content in front of employees and leadership and supporting (pushing) them to get the word out to their networks

15) Diving into data related to content, social and SEO and understanding what works and what doesn’t. Creating more of the good stuff and less of the bad

16) Managing the content calendar and aligning it with industry events, company milestones, campaigns, releases and holidays/seasons

17) Upgrading the visual assets of all content and develop a consistent look and feel (aligned with the company’s voice)

What else would you add to the list? Anything you disagree with?

Let me know in the comments.

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