Setting Up a Small Content Marketing Team

No matter the size of your company, a good marketing team has well-defined roles that follow a well-defined process. And although small companies have relatively limited resources, they can set up a crack content marketing team, one that produces compelling content that gets results.

We’ve got a whitepaper, “The B2B Guide to Setting Up Content Marketing with a Small Team,” that includes all the information you need to know about putting together a content marketing team, whether you’re a big business or a startup. You can also grade your website’s existing content with our content scorecard to see if it’s garnering you the traffic you need. For the process basics, read on.

Content Marketing Team Roles

So maybe you don’t have the budget to hire an army of promoters, but you still need to give the staff you have distinct parts to play if you want an effective content marketing team. Below you’ll find the roles you need to fill.

Content Marketing Team Leader

Some companies call this role a chief content officer; others may call it the VP or president of marketing. Whatever your preferred label, this person leads the content marketing team and oversees its strategy. He or she is the chief storyteller, directing the tone and general narrative of the content your team produces. This person also integrates that content with the other teams in the marketing department (or in your company, if the content marketing team is the only marketing team) and monitors content to ensure it’s reaching the right audiences and having the desired effect.

The Content Marketing Institute has posted a sample job description for this role; some of the main duties include:

  • Content/editorial management
  • Design approval
  • Web/print/event resources for content marketing
  • Project budgeting, integration with other efforts
  • Contract negotiations
  • Audience development
  • Research and measurement


“This role needs to have professional writing (storytelling) experience,” says the Content Marketing Institute. This person, or team headed by a managing editor, manages the day-to-day content development. They don’t necessarily have to be the source of the content, but they are in charge of tasks like:

  • Setting up an editorial calendar
  • Ensuring writers use a consistent style
  • Finding images, video, and other content to supplement written work
  • Optimizing content for online channels

You company may outsource this role or keep it in house.


These are the writers, videographers, photographers, designers, developers, and other members of the content marketing team who actually produce the content. All these roles are occasionally filled by one talented person; you can even outsource one or more of these roles.

Additionally, depending on the size of your content marketing team, you can also have these producers find content ideas, with the help of the editorial team. They can interview employees, ask customers for feedback, or monitor the competition, for example.

Content Marketing Team Process

We’ve mapped out a basic process for your content marketing team to follow. It may, of course, vary, depending on what you outsource and the resources you have, but it should include the following steps.

Know Your Audience

We’ve said this before, but your team needs to know who they’re marketing to before they begin to develop content. Producers, directed by the chief content officer, should pay attention to:

  • What channels their ideal customers use to communicate
  • What problems they face
  • How they talk about those problems

These data should inform your content.

Develop a Schedule

The managing editor or editorial team should take the lead on this step. An editorial calendar is a great way to organize content, ensuring that your content marketing team is publishing on a consistent basis. Moreover, a calendar can show you what you’re missing—maybe you’re neglecting a particular segment of your audience, or not publishing on a certain channel.

Measure Your Progress

Any good content marketing team has a series of content metrics they use to measure their campaigns’ effectiveness. For example, you should be looking at:

  • The number of people who have consumed your content, e.g., the number of downloads or page views
  • The number of people who have shared your content, and through what platforms
  • The volume and source of your website traffic, using tools like our content scorecard
  • Lead generation and conversion rates—what types of content are attracting leads, and turning leads into customers

Download our free whitepaper on setting up a content marketing team, and check out our content scorecard as well.

William Flanagan

CEO & Founder, Audienti. Former VP-Cognio, Founder-sentitO/Verso, SALIX/Tellabs, PrimaryAccess/3Com, CompuServe. Expert in data-driven marketing.

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