Which professionals are indispensable to run a Content Marketing strategy? – WAU
Anyone who follows our blog, for sure, has already realized that Digital Marketing is a very broad, rich and complex area! For this reason, a Content Marketing team also needs to be composed of professionals with different profiles and skills. At a minimum, there are seven key positions that every Content Marketing team needs […]
Anyone who follows our blog, for sure, has already realized that Digital Marketing is a very broad, rich and complex area!
For this reason, a Content Marketing team also needs to be composed of professionals with different profiles and skills.
At a minimum, there are seven key positions that every Content Marketing team needs to have.
Check out what they are, the main duties and the profile of the ideal professional for each one.
1. Content analyst
The Content Analyst has a central role for the Inbound Marketing development.
He is responsible for making the content production strategy more assertive.
So, your team will be able to create less content, however, with more focus and quality.
The Content Analyst observes what the client’s profile and objective is, so that he can dedicate himself to all stages of a content strategy that serves his interests.
He is involved in the planning, creation, analysis, delivery and monitoring of the agendas, respecting an editorial calendar.
The Content Analyst is not necessarily the person who writes the guidelines. He can coordinate a team of editors and reviewers that will take care of this step.
Even so, he is actively involved in the creation, and is responsible for delegating the guidelines, approving the content or requesting adjustments, as well as monitoring and demanding attention to deadlines.
Even after delivery, the Content Analyst remains responsible for the material produced. It monitors, with the client, the performance and results obtained through each content.
This is done with the use of KPIs, that is, relevant metrics. From this monitoring, it is possible to progressively improve the contents.
2. SEO analyst
The SEO Analyst has an important role in increasing the visibility of the company on the internet. He is responsible for ensuring that all communication channels are optimized for a better indexing and ranking.
Contrary to what many imagine, the work of the SEO Analyst is not limited to inserting keywords in the code and content of websites. In fact, much of his work is focused on market research.
The SEO Analyst needs to be aware of the most sought after keywords by the audience of a certain business. So he needs to know what the main doubts, problems and expectations that audience.
He must also understand well what is the competition dynamics. This is important so that you can identify the best opportunities in keywords that are not being explored yet.
3. Social network analyst
The social network analyst has a role focused on obtaining, at the same time, more visibility and more engagement in social networks. He works with the production and publication of content focused on these channels, which has very different characteristics from the content strategy for a blog.
An interesting feature of the work of a social media analyst is that he needs to be especially careful with the content publishing management. After all, on social media, factors like frequency and even the schedules chosen to make a post can influence the results.
In addition, social networks require interaction with the public – responding to messages and comments, for example. Therefore, the work of a social media analyst is very dynamic and requires constant attention to what is happening.
In most cases, social media analysts are particularly heavy users those networks.
You can recognize them because they have high-level personal profiles, always up to date and making the most of the resources that each network provides.
This is a good criterion to be used when recruiting this professional.
4. Email marketing analyst
The email marketing analyst has a role focused on active disclosure company via emails sent to a contact list. But, if you are thinking that the job of this professional is to send a message with “offers of the week” to clients, you are wrong.
Email marketing is a marketing activity focused on relationship.
This type of content establishes a regular channel of communication with your leads, which should be used to educate them.
In other words, messages sent to your list serve two purposes: answer questions and remove possible objections to the purchase.
Ultimately, all email marketing content needs to be useful to the lead, ensuring the continuity of the relationship and, ultimately, conversion into sales.
And the email marketing analyst is responsible for ensuring the delivery of this result.
The work of the email marketing analyst is carried out in blocks, which we call campaigns.
A campaign is made up of a sequence of emails that the lead will receive, helping them to walk the path to the purchase decision.
In other words, as much as a content or social media analyst, the email marketing analyst also needs to be able to plan and develop lead nutrition in the medium or long term.
In addition, within the same campaign, there is a high degree of complexity.
The reaction of a particular lead can take you through different paths within the campaign.
It is the responsibility of the email marketing analyst to trace these paths, through the segmentation.
The Graphic Designer is responsible for creating a visual form that, at the same time, is attractive to the public and be functionally adequate.
In addition, he must have a concern for the visual identity from the company.
It is common for many companies to think of the designer as a synonym for illustrator.
However, its role goes far beyond performing the creation of drawings.
This professional has the necessary knowledge to participate in all marketing planning.
The Content Analyst contributes suggestions for guidelines and dates for publication.
Likewise, the Designer can contribute by suggesting the best formats for an advertising piece or different alternatives to reduce printing costs.
The designer also needs to be involved in researching references and trends, keeping in mind that the choices made are aligned with the image that the company wants to pass on to the public.
After all, visual aspects have the first and strongest impact on construction and brand recognition.
In addition, the designer also controls the conformity. He must analyze all the materials produced to ensure that they follow the standards – even in relation to simple things, such as the color palette or the placement of the logo on the page.
As in the case of the Content Analyst, the Designer may be directly involved in the execution or not. It is difficult to find a single Designer who has the expertise to execute graphic design, web design, animation, illustration …
And, as all these areas may be necessary at different times, the most common is for the Designer to assume the role of coordinating a team of professionals. These professionals, who are specialized in different activities, will be the executors of the projects.
6. UX / CRO Analyst
Let’s start by clarifying these acronyms, right? UX, or User (X) Experience, means User Experience. CRO, or Conversion Rate Optimization, means Conversion Rate Optimization. Although they are different things and developed by different professionals, there is a strong relationship between the two.
User Experience is related to how each user interacts with a blog, website or social network.
A good experience can ensure that the visitor spends more time on the page, comes back more often, recommends it to friends.
Nowadays, two characteristics highly valued in UX are intuitiveness and responsiveness.
Conversion Rate Optimization is related to the ability to convince more users or visitors to accept your offer.
In most cases, we are not even talking about sales offers.
Your offer may simply be to exchange a digital product (like an e-book) for valuable information (like the visitor’s email). This exchange is what happens on landing pages.
And what is the relationship between UX and CRO? The better the User Experience, the greater the chances of a high Conversion Rate. That is, UX is one of the elements for CRO (but, of course, it is not the only element).
An example is the case of pop-ups. When they add more value to the user experience, as in the case of “exit pop-ups”, the page can get much more responses to your offer.
However, when they are poorly positioned or have too many fields to fill in, they become a nuisance and can cause the user to leave the page.
This means that a CRO Analyst can also have important UX knowledge.
However, as we already said, in most cases, you will have professionals specialized in each of these areas.
There are some things that the work of a UX Analyst and a CRO Analyst have in common. Among them, it is worth highlighting the question of tests, which is very important.
Both need to perform several tests to find out which combination of elements generates the best results.
For example, in the case of the UX Analyst, he can test different menu placements on a page, to find out which one makes navigation easier for the user.
In the case of the CRO Analyst, A / B content testing for landing pages is a well-known way to find out if it is possible to increase conversion by exchanging just a word or an image.
Growth Hacker is probably the most mysterious professional on that list. Its role is to “hack” growth strategies – which basically translates into doing various tests and experiments with different marketing possibilities.
Its goal is to find innovative and creative strategies that bring faster and scalable growth than traditional marketing.
An interesting thing about Growth Hacker is that this key position is not defined by its activities, but by its objective.
To bring growth to the company, he can carry out different activities, conduct different projects, set foot in various areas of Marketing.
Growth Hacker’s work generally focuses on one of the five stages of the Growth funnel, that is, Growth Funnel, developed by Dave McClure. These stages are:
- Acquisition of new customers
- Customer activation through a first satisfying experience
- Customer retention through loyalty
- Generating revenue through sales
- Referral of new customers via recommendations
Achieving growth in one (or more) of these stages is the goal of Growth Hacker. To achieve this, it goes through a work process that consists of three main steps:
- Generation and selection of ideas
- Modeling and execution of experiments
- Analysis of results to generate knowledge
Unlike the other professionals we saw on this list, Growth Hacker is not so focused on results. At least, not immediately.
Each experiment carried out brings lessons learned.
As there is no booklet that shows the steps to achieve rapid and scalable growth, these lessons are the best basis for getting closer and closer to the “formula” that will work.
In this article, you learned more about the seven key positions who form a Digital Marketing team. Don’t forget that your team can have (and probably should have) many other professionals as the strategy grows.
In the team administrative, we have assistants, managers and even the Marketing Director himself, or CMO.
This restricted group is responsible for coordinating the Marketing strategy in line with the more general objectives of the business.
In the part, let’s say, “operational”, You will work with editors, reviewers, illustrators, animators, programmers … This is the area with the most people, since they are the executors. In fact, many marketing teams prefer to outsource, hiring freelancers for that job.
The profile of each of these professionals is different. A good content analyst needs a different skill set than a Growth Hacker, and so on.
So the recruitment process needs to be fully aligned with the vacancy. Only in this way is it possible to form a true “Dream team”.
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