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The 6 Ways to Organize a Content Team

Authors: Jay Baer Jay Baer
Posted Under: Content Marketing
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The 6 Ways to Organize a Content Team

You know you need content – and probably more this year than ever before. But how do you organize your internal personnel to get all that content created, amplified, and measured?

According to our friends at RunDown there are 6 ways to do it.

They recently published their 2016 Content Report, based on a survey of 370 content and digital marketers.

You should definitely read the whole report (summary infographic below) as it’s chock full of interesting findings about what technology content marketers are using, how they do their work, and their biggest challenges.

(Also, if you want to demo their slick collection of content planning, production, management, and metrics apps, RunDown is giving Convince & Convert readers 10% off any app. Just go here and use the code: Jay)

The 6 Ways to Organize a Content Team

According to the survey, content teams are organized in one of these constructs:

1. Digital Content Team
100% dedicated to producing content across all digital channels. Reports to a senior exec responsible for all content.

2. Department
Content production is part of a larger group like advertising, PR, marketing, and has little or no personnel dedicated fully to digital content.

3. In-house Agency
Dedicated team that produces all online and offline content and creative.

4. Outsourced
Small, in-house team of strategy leaders that relies on external, agency resources to execute content creation.

5. Newsroom
A cross-functional team that leverages social, search, and other data to drive online content production in real-time.

6. Channel Teams
Channel specialists (email, social, web, etc) work in different departments, reporting to different senior execs.

Data from Rundown and the 2016 Content Report
Data from Rundown and the 2016 Content Report

Today, Digital Content Teams are most common, with 36% of survey respondents using that model. Channel Teams are the least common, and that’s probably good news as it’s much harder to collaborate and integrate content using that structure.

Which model do you use? Leave a comment below and let’s discuss.

Please also enjoy this infographic that summarizes the complete study, but definitely take the time to read the whole thing.


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