One of the biggest mistakes a brand can make is to hire someone as part of its content team without considering whether that person is equipped to execute within the company’s larger marketing strategy.
“What I usually see a lot is the organization has not enabled enough transition time,” said Baron Manett, former senior vice president of Ariad Communications and founder of Per Se Brand Experience. “I see an organization make an announcement, ‘Okay, we’re going to focus on content marketing. And hey, Debbie, yesterday you were the senior brand manager. Starting Monday, you’re going to be the director of content.’”
But looking elsewhere for the right creative and strategic talent can be a real challenge. Do you hire a team of marketers and hope they double-majored in communications and English? Do you hire writers who don’t know much about lead generation but built impressive journalism careers?
If you’re running a multifaceted team with specialized parts, here’s what to look for.
Source: How to Build a Content Team