Creating a culture where your Content team can thrive

Darcey Taylor, Content Design Manager shares how she approaches managing a team of content creators. And how you can get the best from your team.

Every business operates differently. Different values, goals, working cultures, processes — you know the score. And often these factors are highly likely to affect your team in some capacity; whether that’s how they feel about coming into work (virtually or physically), whether they want to continue their careers at the business, or job satisfaction in general. And as a people manager or leader you probably know, no matter what, there are some things that will remain out of your control. However, there are practices and approaches I’ve found useful throughout the years for creating a team culture which champions growth, wellbeing, and development, by fostering an environment of support, learning, and respecting individuality.

When it comes to team leadership, there is no one size fits all approach

Throughout my working life (starting at 16 in a high-street fashion retailer) I have had a range of different managers. And with that, came a multitude of different management styles to experience. Of course I have my favourites; people who have inspired me, shown me kindness and support when I most needed it, and people who I seen stand-up and do the right thing. Equally, I remember the ones who I didn’t enjoy working with at all; this was often due to the creation of a ‘fear’ culture, an inconsistent approach, and those who had a short-term, process-first mindset over long-term, people-first mindset. Ultimately I’ve seen many different styles drive results for their business, but I do feel passion was the common denominator throughout them all, no matter what the approach.

So no matter where you are in your management career, or if going into management is something you’re just considering, I think the biggest piece of advice I can offer (which I focussed on heavily in my Chartered Management apprenticeship) was to think about what your own unique brand of leadership is, or what you want it to be. Think about your values, what matters to you, and what makes you different. Keep these core values in your mind and use them to help you shape your culture and guide your decision making. Your team will feel the benefits of a consistent approach; knowing when and how to feedback to you, as well as how to work with each other.

Your team is a collective of individuals, with individual skills and individual needs

Even though you might have implemented an ‘ideal’ way of working and your team roughly aligned to the same performance capacity, there will always be nuanced, individualities to your teams’ skills and needs. Being aware of what these are, and supporting your team by embracing and acknowledging their individuality, will help you:

• Develop them in areas where they can grow
• Use their strengths for the betterment of the team and business
• Offer technical coaching and mentoring to where it’s specifically needed
• Try and create an environment where they feel they have the right support and flexibility in place to do their best.

This does align heavily with the principles of a servant leadership style, as you may often find you are tailoring your approach to the needs of your team. But I have always found this is a style of leadership really does benefit a team holistically, which then reflects in performance. Again, reflecting on past experience — I have never worked with two copywriters or content designers who are, or, approach things the same. And I believe it’s this individuality that allows a content professional to think a way that can create in a way which connects with people, in different ways.

Conversation, coaching and feedback are key

Content Design is a discipline, a craft. And learning and refining over time, much like all crafts, is key to a Content Designer’s experience. As part of this; coaching, discussing ideas and feedback should be a continuous part of a Content Designer’s day-to-day. I have learnt so much through mistakes, asking questions, listening to senior designers, and even from stakeholders who’ve been with a business for a long time. This continuous loop of conversation and repetition has helped me learn, and instinctively put things into practice, like a Content Design muscle memory. As a leader or manager, I believe it’s the responsibility of people in these roles to coach skills, discuss ways of working and ideas, and help your team improve their craft.

If you’re still learning as a leader, that’s OK too

Even though we all go in for the big sell in end of year reviews and appraisals, no one has it all figured out. And that’s OK! Different environments and teams will require different things from their managers and leaders, and it’s that adaptability and awareness to the needs of others I believe is so important to a team’s growth and success.