Assembling Your Content Engine Team

Guide

The 6 key players you need for efficient and effective content production

Content Marketing is a Team Sport. In today's consumer-led digital buying journey, content marketing has become an essential part of the B2B marketing strategy. To create a content engine that is effective and efficient requires a variety of skills and perspectives.

While budgets and outputs vary across teams, even a small, agile team can produce maximum results with a strategically structured content engine. Think about your engine as six essential players that together can create a strategic powerhouse by using product knowledge, data, and audience insights to produce, repurpose and reuse content that supports your sales process and accelerates results .

The Strategist is the strategic leader who combines product knowledge with audience obsession. This messaging expert maps content ideas to business goals and deploys the plan for a content strategy that accelerates the information gathering or decision making process for your audience.

The strategist works closely with all players in your content engine to gain a deep understanding of your audience, how they consume information and make decisions.

The Strategist

Player #1

The Ideators

The ideators are a curated team of product and customer experts who participate in the ideation of content ideas with your content team. Identify your editorial council of internal stakeholders across sales, product and customer success and establish a regular cadence to discuss organizational prioritize, events and customer needs/feedback.

Your content team will collect and use the insights from this team to inform your editorial topics and how to prioritize production.

Player #2

The Creators are the writers, editors and/or designers who take the content ideas and turn them into assets that your audience will love. This team not only writes and produces blogs or posts from your list, but combines deep audience knowledge and insights to produce assets in the forms and for the channel where it resonates best.

They are the experts in what your audiences needs, and how delivering the messages, information and assets in the ways the want to consume it.

The Creators

Player #3

Player #2

The Optimizer

The Optimizer is your data expert or experts who use data-driven insights to take your content from good to great. These data experts use metadata including SEO, hashtag trends, industry trends and your content performance data to understand what your customers are thinking about and how they are thinking about it.

Using this data to inform language, keywords, content type and channels, helps ensure that the content you are producing will resonate with your audience.

Player #4

The PMO is the central hub of your content engine, connecting the players and creating efficiencies for production. This content production expert plans and drives the process from ideation to distribution. When done right, most long-form content can be repurposed into 3-5 smaller assets that meet difference audiences at different times.

A strategic PMO creates the map of "snackable" assets that will be produced from each long-form piece and drives them through the content engine including the writing, editing, designing, approval and distribution process.

The PMO

Player #5

Player #2

The Distributors get your content in front of your target audience. This digital ecosystem expert uses audience insights and metadata to put your content on the right channels, at the right time, to the right audiences.

Continual optimization is a key focus as they regularly monitor performance data to tweak distribution as needed, and report back to your team with engagement insights to inform the next cycle of content production.

The Distributors

Player #6

If you have gaps in your content engine, just-in-time, fractional SMEs can help. If you’re considering refining your approach to content marketing and need help, we’d love to help you rewrite your marketing playbook. Infinite Edge service offerings include strategy development, engine optimization, team restucuring/reskillsing, content development and fractional talent can, all that work with your existing team to provide the support you need to accelerate value realization. Schedule a free 30-minute assessment when our team of experts will evaluate your organization’s current processes and establish the baseline for a custom strategy to help you reach your goals.

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