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Who Should Be Involved in the Blogging Process?

Content team members involved in your blogging process

 Blogging | 4 min read

Generating content is a significant investment of time and resources, but it pays off big. In fact, 78 percent of marketers attribute the increased success with content marketing to their content creation.

Your biggest content marketing asset is your blog. When it comes to your content strategy, your blogging process is a primary aspect.

This is why you need a clear process and defined roles for each member of your blogging team.

Let's meet each person on your content team and see how they impact your blogging process:

Content Marketing Manager

The top dog of your content marketing team is your manager (obviously). They oversee the whole content marketing machine, and your blogging process is a major aspect of that machine.

Part educator, part leader, and part expert, the content marketing manager is your content team's go-to resource. The success and failure of your blog ultimately falls on their shoulders. 

Common Responsibilities Include:

  • Developing workflows and processes for creation, promotion, and measurement.
  • Teaching the team best practices for SEO and content creation.
  • Overseeing the management of content assets.
  • Collaborating with other departments, including sales and customer service.

Content Strategist

The sustainable success of your blog is driven by a clear vision. Your content strategist is the one who builds out ongoing initiatives based on big picture goals set by marketing management.

They have a keen understanding of the tactics and initiatives needed to drive real results for your blog. 

Common Responsibilities Include:

  • Creating and enhancing buyer personas based on market research. 
  • Conducting competitor analysis to determine relevant ranking opportunities. 
  • Researching keywords and building SEO strategies aiming to drive organic traffic. 
  • Building an editorial calendar and managing the editorial team.

Copywriter

As the backbone of your blogging team, your copywriters are, you guessed it, writing your blog posts. They understand the content strategy and churn out your content laid out in the editorial calendar.

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Strong copywriters can put out a high volume of valuable content in a short amount of time, acting as the engine of your blog. 

Common Responsibilities Include:

  • Writing content assigned through the editorial calendar.
  • Providing feedback and direction during content brainstorming sessions.
  • Conducting research and interviewing subject matter experts (SMEs). 
  • Using SEO best practices to create fully optimized blog posts. 

Editor

While not every blog team brings on a dedicated editor, this role is important. It can be filled by other writers or your strategist.

No matter who takes on this role, they're playing an important part in the entire blogging process. Without an editor, your team could publish content riddled with errors and oversights, which hurts your credibility with your audience. 

Common Responsibilities Include:

  • Proofreading blog content before publication to catch spelling errors, typos, and grammar and punctuation issues.
  • Overseeing the editorial process for each piece of content that is published.
  • Creating and maintaining the editorial style guide for the content team.
  • Assessing each blog post for logical flow, appropriate theming, clarity of voice, and more.

Designer

A blog without a nice design is not engaging. The look and feel of your blog are so important to the user experience. 

When visitors come to your blog, they expect valuable information, but they also want a good reading experience. A designer is your best resource for adding all the little details that matter, like graphics, CTA buttons, images, and the like. 

Common Responsibilities Include:

  • Developing visually appealing content offers and related assets, like 3D covers. 
  • Adhering to brand style guides and creating images, themes, and visuals added to your blog.
  • Interpreting blog content to find how to include cohesive visuals.
  • Breaking complex content into visually appealing infographics and charts. 

Videographer

Video content is still gaining in popularity, and it can be used within your blog in a variety of ways. This is why it helps to hire a videographer.

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While it can be costly to cover the costs of a dedicated video specialist, it's becoming a necessity when you consider audience behavior – as HubSpot research found, 55 percent of people consume video content thoroughly. Why not give your audience what they want?

Common Responsibilities Include:

  • Planning video content for various channels, including YouTube
  • Shooting, editing, and optimizing video content to build out a video library. 
  • Collaborating and brainstorming with the content team, including management, social media, content strategist, etc.
  • Integrating vlogging into the content strategy and measuring video analytics.

Social Media Manager

Your promotion and community building strategy shouldn’t be an afterthought, which is why you need a manager of your social media presence.

As part of your blog team, your social media manager will be integral in promoting your posts and, on a larger scale, building your eager community of readers. 

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Common Responsibilities Include:

  • Overseeing social media content creation for multiple channels.
  • Fueling conversations with relevant audiences in social media platforms.
  • Planning and executing promotion strategies to expand the reach of your team’s content.
  • Analyzing performance and evolving strategies based on each platform's insights. 

Not every content team and blogging process is the same. Depending on your budget and output expectations, your team will be a lot smaller or bigger than this.

And if you’re working with less people, each member of your content team likely wears many hats. This is why you want to onboard talent who bring several different talents to the table. For example, a copywriter who has experience with Google Analytics can become a key player on your team as a content analyst.

With multi-talented A players on your content team, your blogging process will be streamlined so you can deliver plenty of awesome content to your audience. 

content-ideation-workbook 

Published on April 8, 2019

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