How, moz, buffer and trackmaven equip their teams with content

It is especially helpful to see how an organization you admire, or aspire to emulate, has achieved what it does.

When we read in 2016 that BuzzFeed was changing the way its content creation team was structured , it made us curious to know how we create our own content. Were we going to devote enough resources to video content? Was our social media strategy designed?

does not operate on roughly the same scale as BuzzFeed, and we are not strictly a medical company.ias, but she did I wonder how our industry peers are doing their job. So I asked some of my friends in the B2B marketing space: "How do you create content every day? "

In this article, we'll discuss how the different content teams are structured - and the wisdom you can take away for staffing your own team.

How 4 content marketing stores equip their teams with content

1) TrackMaven

TrackMaven is a marketing attribution analysis software company, and I asked Senior Marketing Director Kara Burney about her team 's unique approach to structuring the content marketing team at "mavens " .

Key takeaways for marketers: TrackMaven has structured its team to prioritize at bestthe time of each according to his strengths. TrackMaven is made up of content distribution and ROI experts, so their content team focuses on those parts of the content creation process - and leaves the actual creation to freelancers to free up time. and energy.

And according to our research, this is a smart move: The Status of Incoming Entries Report 2017 found that some of the marketers priorities include proof of marketing ROI and content distribution / amplification.

2) Buffer

Tampon is a social media scheduling app that creates a ton of useful and research content on its various blogs , so I asked its manager to Mark eting, Kevan Lee , how the content team comes together to produce so much.

To remember for market specialistsng : Buffer's marketing team waits for channels to start driving meaningful results before dedicating staff members to leading the charge, which makes a lot of sense. In this way, Buffer can use the ROI to make intentional, impactful choices about where to spend resources to get results - and quickly. Buffer constantly saw blogging getting things done for his bottom line, so he built the blogging team to constantly keep the content engines running.

3) Moz

Moz sells SEO, link building and content marketing software . I asked his audience development manager, Trevor Klein , about how Moz creates the Blog Moz , Whiteboard Fridays and other great content.

Key takeaways for marketers : Moz's approach tohe content creation is smart - it maximizes and leverages the strengths and talents of employees, and it makes the entire publishing process a team effort. And by training the entire team to fill the roles of writing, editing, and publishing, the team is more agile and adaptable to institutional or industry changes that can dramatically alter priorities and goals.

4)

At, our content creation is split between many different teams - in fact, we like to say that everyone at creates. Within our “strictly” content team, outside of blogging, where we have four full-time editors who create daily content, we have a team of three media creators, a researcher, two podcast producers and two social media and video content producers.In addition, we have a team that creates co-marketing content with our partner organizations, ateam that creates ebooks and content offerings designed to generate leads, and blogs specific and dedicated to recruiting potential employees and providing valuable information to our partner marketing agencies and various client verticals.

In short, official content eng ine has almost 20 employees, but everyone in our organization has the expertise and ability to create content - whether it is A blog post, a Facebook Live broadcast, or a podcast recording.

Key takeaways for marketers: We recommend that you create opportunities for all employees to be part of the content team - the members of the team of other services have valuable information and data that can be tailored into relevant content for your audience, so don't be afraid to increase its size to meet your traffic goalsic.

How is your company 's content team structured? Share with us in the comments below.

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