How To Structure A Content Marketing Team That Drives Results

The content team at Hubspot looks entirely different from the content team at your favorite 10 person startup. The content team at your favorite 10 person startup looks completely different than it would if it was still a one or two-person, founder-led company…

So as we go through my description of a “modern content team” — Please:

Keep that nuance in mind…

Creating a content team for the better part of the last 10 years has primarily been built up of two types of people → Content creators and content optimizers.

But over the last few years, a lot of things have changed.

Social media channels have become noisier than ever.
Algorithms have become more sophisticated than ever.
Audiences are spending a ton of time on more diverse channels than ever.
And the amount of content that you’re competing with on a regular basis is higher than ever.

The result?

It’s never been harder to create a content marketing engine that works.

A few years ago, you could create a handful of blog posts that shared six or seven strategies for unlocking growth and it would go viral in your niche just by hitting publish and having a click friendly headline. But today…

Hitting publish isn’t enough. You need to make sure that your content is algorithm friendly and that it’s actually being spread on the channels that your audience is spending time on.

So what should your content team look like today?

You keep the creator and optimizer but you’re also going to add a new role…

You’re going to add the content distributor.

The modern content marketing team needs to have a content creator, optimizer and distributor. What are all these roles?

Let me explain: