Page 71 - Webinar workbook

All content strategies should consider use of video and audio in their execution plans. YouTube
content is now integrated with Google+. Instagram is integrated with Facebook. Pinterest
integrates with e-commerce well. Podcasts are easily consumed through a car radio. Whether
insourced or outsourced, the technical editor role is key in the production of high quality visual

and audio story telling.

The technical editor is a role that manages and handles the production of content through

these multi-media channels. He or she often comes out of the news reporting industry and
sometimes from other businesses that are savvy in their multi media content production, e.g.
RedBull.

The Analyst

Finally, the analyst role is the person who measures the results of the content strategy.

Working closely with the visionary and project manager he/she is skilled in the use of analytics
tools including marketing automation software like HubSpot, analytics tool like Google
Analytics, social listening technology like Crimson Hexagon and good old fashion spreadsheets.
This person should be capable of gleaning meaningful business insights out of an abundance of
data to help the visionary make informed decisions.

Recruiting Talent for the Modern Marketing Department

Yesterday’s marketing department was mostly staffed with people possessing degrees in
business with heavy concentration in marketing and communications. The modern marketing
department should be made up of a diverse mix of skills that might be found in other parts of
the organization or in other industries such as media production, journalism, even industries

with heavy project management needs such as defense contracting.

I challenge every marketer to assess the current mix of skills in his/her department. You might

be faced with tough decisions to make. If your team is not made up of the roles and skills
outlined here, your content marketing strategy may yield limited results. You might even fail.

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