Growing the Marketing Team
IT Nerd Turned Content Writer
I'm looking for some ideas or information on where to start with hiring some additional help for the marketing team.
The Background: I work for a regional IT company (managed service provider) based in Virginia. My title is "content manager", but I'm more of a one-man marketing department at this point. I work closely with the CEO to develop content and execute our inbound + TAYA strategy. Right now I do nearly all of the content writing, plus a lot of other tasks like updating the website, tweaking HubSpot, developing lead magnets, etc. I enjoy the work but the "one man circus" thing is limiting our publishing cadence for strictly TAYA content -- which I know is going to hurt us in the long run.
We also have an outside marketing company who built a new website for us back in September. We're under contract with them for about six more months for "SEO strategy" and "ongoing content development" -- but their content is pretty underwhelming especially by TAYA standards, and I'm not too sure about their SEO strategy either. We also get a quarterly marketing collateral project from them -- a short video or a glossy brochure. Again, they look nice but there's not much substance there from a TAYA or inbound standpoint.
So my boss and I got talking about it, and for what we're paying the marketing company, we could easily hire an additional internal marketing person and be in a better position content-wise. We are going to explore the idea for a while and make a decision by April 1 whether to hire or re-up with the marketing company.
My thought is to hire a junior-level person who can write well, has some technical aptitude, and perhaps do some design work as a bonus. We'd have them shoot for say two blog posts a week, plus train them on doing some of the fiddly bits in HubSpot and Wordpress like pulling reports, qualifying leads, and updating pages. And maybe make some pretty graphics too, if they're so inclined.
That would free up my time to focus on high-value content (white papers, case studies, pillar pages, etc.), strategy (designing funnels and sequences, setting up automation, etc.) and the more manager-y part of the content manager role (maintaining the calendar, wrangling SMEs, etc.)
So, I'd love to hear about your experiences in growing your team, or your thoughts on our situation. Does (further) insourcing make sense here? Do the roles I've outlined sound workable? Any ideas on job titles or descriptions for the new position?
And of course, content -- I'd love to read an article that answers all my questions if you have one to share!
We definitely see the value of in-house content vs. outsourced, especially with both right there on our site together.
I guess I just want to know if the content creation empire I'm envisioning is going to line up with reality -- making sure I'm not asking too much of myself or our potential hire.
Can I ask what the structure/roles of your marketing team look like right now?
As we wrap up the week, it's important to close out Friday knowing you got the most important things done. But how do you maintain focus on those things, especially when Friday afternoon creeps up? I love to map out my tasks on the Eisenhower matrix. It looks like this: View full-sizeDownload How do you stay focused on the most important things?? Let me know in the reactions and comments! ❤️ = I also use the Eisenhower matrix!👍 = it's all about the checklists for me💡= color coding is my lifesaver🤔 = post it notes or whiteboards for life🥳 = something else (let us know in the comments!)
🚀 The countdown has begun, and planning is already off to the races for 🎉IMPACT Live this October 2-4th! I couldn't resist sharing this breathtaking picture of the city's inspiring charm, and for those of you who don't know me and my undying fascination with clouds! ☁️💙 . At IMPACT Live, you will be surrounded by innovators, visionaries, and creatives, leading in their respective spaces, and potentially a few cloud enthusiasts like myself. Click the link to learn more, and I hope to see you there.😁👋🏽 View full-sizeDownload
Hello Everyone! 👋🏽 Sending a quick reminder of the upcoming Speed Networking Event that with the community in attendance, is sure to be an awesome experience. We had a couple people to join our last event and we are looking forward to connecting even more with new and old faces. Click on the link to register. Let's make it a date! 🤝🎉Time: June 7th from 10:00 am to 11:00 am EST.Duration: 45 minutes
Your content creation process needs to be airtight to serve as a robust engine for your content creation vehicle. You might be thinking, "I simply create content as I go and when needed." However, consider this: one of the major challenges many face is maintaining a routine of producing three articles and two to three videos per week.Without a solid foundation in place, competing becomes a daunting task.Check out the content creation roadmap template. First, start by identifying the top three most pressing topics, once have those prepared...Its off to the races Research and Planning (Duration: 1-2 days) SME (Subject Matter Expert) Interview (Duration: 1 day) Create First Draft (Duration: 1-2 days) Internal Review (Duration: 1-2 days) Revision (Duration: 1 day) Final Review (Duration: 1 day) Publish (Duration: 1 day) What does your content creation process look like currently, and does it set you up for success on a consistent basis?
Nathan Dube I won't pretend I've tested every tool out there, but this one is the one I'm using currently: https://writer.com/ai-content-detector/(it called me out on my own writing vs ai writing accurately :S)I think the factual part comes into how granular your content is. So for example, one of the articles I (tried to) AI for my own company was about luxury wedding venues here in KY- it completely destroyed that one and not in a good way. It did fine on easy to crawl info like the addresses, but failed when it had to go a few pages deep into the website (pricing, for example).I will say that it's great news that we have multiple rounds of edits baked into our processes through TAYA- having SMEs a click away to check over info is awesome, I just always have that nagging fear in mind that we don't want to create unnecessary work for others. I know when I pulled that wedding venue article, it wound up being more time consuming just to fix everything than it would've been just to write the thing myself!
Hey Winnie Anderson ! This is a common question even for those that look at data every day on these platforms! It can be confusing to know when to look at each one. Here is a video I made for a newsletter a while back that talks about the difference between the two.In terms of your specific case, if you have yet to dive into either, I recommend starting with HubSpot and getting familiar with the data you get there. It is honestly easier to use, and less convoluted. It will also have 99% of the data you most likely will be looking for. I have also made a graphic that helps you identify the overlap and the uses for common reporting platforms.
Nice work Blake