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The CMO’s Guide to
Hiring for Content
2
Webinar Host
Marketing Editor, Contently
@erincnelson
enelson@contently.com
Erin C. Nelson
4
Some Facts:
Content marketing job listings
have grown 350% since 2011
(Fractl and Moz 2015).
In 2011, content marketing ...
5
I. Trends
II. Staffing for a Content Strategy
III. Hiring Criteria per Role
IV. Budget
Content Methodology: A Definition
...
6
i. Trends
Late last year, Cisco laid off over 100 marketing
staffers.
The shift? A focus on storytelling.
But what trend...
7
Multimedia Newsrooms
Why a Content Methodology Is Needed
8Why a Content Methodology Is Needed
JPMorgan Chase
In “Revitalizing Brownsville,” Chase examines the
justice system, loca...
9Why a Content Methodology Is Needed
Marriott
Dubbed “M Live,” Marriott’s content control room is run by a team of media
v...
10Why a Content Methodology Is Needed
athenaHealth
While the B2C world might seem like a more
natural fit for a multimedia ...
11
Freelance Creative Teams
Coca-Cola’s Audience
Coca-Cola’s online magazine, Coca-Cola Journey, has amassed an audience
o...
12A Culture of Content
We’ve really tried to carve out a beat system with
our freelance writers. It’s nice to know who we ...
13Why a Content Methodology Is Needed
AARP
Freelance videographer to document a trip down the Pacific Coast Highway
(part o...
14Chapter name
I’m an okay writer, but I don’t have the time, and
it’s not the same as people who do this for a
living. Th...
15
II. Staffing for a Content Strategy
One of the biggest mistakes a brand can make is to
hire someone for a content role ...
16
Step 1: Identify you key inputs.
Before companies dive into hiring, we recommend
that they first identify the four key i...
17
The inputs.
Define objectives and KPIs.
Clear objectives and KPIs are the foundation of any content marketing
effort.
Co...
18
Step 2: Staff your team.
Why a Content Methodology Is Needed
19Chapter name
Hiring to Crawl
Internal Resources
0.5 FTE (full-time employees) (e.g., marketing manager)
External Resourc...
20Chapter name
Hiring to Walk
Internal Resources
1.5 FTE (e.g., director of marketing and content marketing manager)
Exter...
21Chapter name
Hiring to Run
Internal Resources
3.5+ FTE (e.g., director of marketing, head of content, content marketing
...
22
III. Hiring Criteria
What are you looking for in each role?
23Chapter name
Writers
The Golden Rule when hiring writers:
Avoid the temptation of plucking a marketer from his departmen...
24A Culture of Content
It all comes down the the basics of journalism,
which is curiosity, the ability to tell a story, ge...
25Chapter name
Editors
The ideal brand editor has great storytelling instinct,
demonstrates a keen understanding of the br...
26A Culture of Content
We realized it was time to think about how we
could scale the content and be even more cost-
effect...
27Chapter name
Multimedia
Multimedia producers within brands come from
diverse backgrounds.
28Chapter name
The transition from public television to corporate isn’t
necessarily obvious. The fact that we are all here...
29Chapter name
Strategists
Content strategists need strong communication skills
to be able to handle the frequently conflic...
30
IV. Budget
In our 2016 content marketing study, 73 percent of
respondents said they produced more content in
2015 than ...
31Why a Content Methodology Is Needed
We have to be thinking about business and sales
and how we can bring something to th...
32Why a Content Methodology Is Needed
B. Pitch brand experience.
of customers feel more positive about a
company after rea...
33Why a Content Methodology Is Needed
It’s not as easy as dollar spent, dollar earned. As a
CEO, what I’m interested in ar...
34Why a Content Methodology Is Needed
C. Present technology as a way to compete in disruptive markets and
empower your tea...
35Why a Content Methodology Is Needed
D. Reinforce the compounding impact of content.
When developed as part of a larger p...
36
Step 2: How to allocate your budget
Why a Content Methodology Is Needed
Thank you.
New York
598 Broadway, 4th floor

New York, NY 10012
San Francisco
1161 Mission Street

San Francisco, CA 94103
...
Content
that
works
The CMO’s Guide to Hiring for Content
SEPTEMBER 28, 2016
contently.com
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The CMO's Guide to Hiring for Content Marketing

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By 2019, content marketing spend will be $319 billion, and content marketing job listings have grown 350 percent since 2011—which means you need to know how to staff a content team.

No matter your company’s size or strategy, this guide will help you hire the right talent. You’ll learn about:

— The hiring trends top brand newsrooms are embracing
— How to align your hiring plan with a strong content strategy
— Best practices for scaling your team over time
— What to look for in each role, from strategists to editors to multimedia talent
— How to secure and allocate your content budget

Publicada em: Marketing
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The CMO's Guide to Hiring for Content Marketing

  1. 1. The CMO’s Guide to Hiring for Content
  2. 2. 2 Webinar Host Marketing Editor, Contently @erincnelson enelson@contently.com Erin C. Nelson
  3. 3. 4 Some Facts: Content marketing job listings have grown 350% since 2011 (Fractl and Moz 2015). In 2011, content marketing spend was $100 billion. In 2019 it’s expected to reach over $313 billion (PQ Media 2015).
  4. 4. 5 I. Trends II. Staffing for a Content Strategy III. Hiring Criteria per Role IV. Budget Content Methodology: A Definition What will we talk about today?
  5. 5. 6 i. Trends Late last year, Cisco laid off over 100 marketing staffers. The shift? A focus on storytelling. But what trends—across industries—do we see? And who are the primary adopters?
  6. 6. 7 Multimedia Newsrooms Why a Content Methodology Is Needed
  7. 7. 8Why a Content Methodology Is Needed JPMorgan Chase In “Revitalizing Brownsville,” Chase examines the justice system, local entrepreneurship, and more in its documentary style videos and longform essays.
  8. 8. 9Why a Content Methodology Is Needed Marriott Dubbed “M Live,” Marriott’s content control room is run by a team of media veterans—two from Disney and one from CBS—who monitor nine screens that track Marriott’s social media campaigns, international bookings, and editorial calendar.
  9. 9. 10Why a Content Methodology Is Needed athenaHealth While the B2C world might seem like a more natural fit for a multimedia newsroom, B2B brands are also following suit.
  10. 10. 11 Freelance Creative Teams Coca-Cola’s Audience Coca-Cola’s online magazine, Coca-Cola Journey, has amassed an audience of millions of readers each month and launched sites in 19 global markets including the UK, Ireland, Germany, and Arabia. Coca-Cola’s Writers In the Coca-Cola Journey HQ in the U.S., the small editorial team taps sports, food, lifestyle, and business reporters from the Contently network. Globally, as the editorial operations expand, so too, do the publication’s freelance teams. Why a Content Methodology Is Needed
  11. 11. 12A Culture of Content We’ve really tried to carve out a beat system with our freelance writers. It’s nice to know who we can go to for certain stories. JAYS MOYE, COCA-COLA’S EDITOR-IN-CHIEF FOR US JOURNEY ”
  12. 12. 13Why a Content Methodology Is Needed AARP Freelance videographer to document a trip down the Pacific Coast Highway (part of a native advertising project with its car rental partner, Avis) athenahealth Political and biomedical writers to cover shifts in health policy and medical advancements The Trade Desk Consistent infographics with a freelance designer from Brazil Better Weekdays Career services writers publish more than 100 stories on the company’s blog in one year
  13. 13. 14Chapter name I’m an okay writer, but I don’t have the time, and it’s not the same as people who do this for a living. The thing ROI doesn’t account for is time— and that’s the key point.” CHRIS MOTLEY, CEO BETTER WEEKDAYS ”
  14. 14. 15 II. Staffing for a Content Strategy One of the biggest mistakes a brand can make is to hire someone for a content role without first considering whether that person is equipped to execute within the company’s larger content strategy. Here’s how to ensure you hire the right people for the job.
  15. 15. 16 Step 1: Identify you key inputs. Before companies dive into hiring, we recommend that they first identify the four key inputs of their content strategy. Why a Content Methodology Is Needed INTERNAL NEEDS DEVELOP resources 3Cs content contributor channels create connect o p tim ize EXTERNAL FACTORS market audienceobjectives
  16. 16. 17 The inputs. Define objectives and KPIs. Clear objectives and KPIs are the foundation of any content marketing effort. Conduct an audience definition and channel analysis. Modern organizations need to identify where people spend their time, and create content accordingly. Identify market opportunity. What are your competitors doing? What customer pain points can you help address? Evaluate processes and resources. Smart organizations take a full inventory of their content resources before they begin the hiring process. Why a Content Methodology Is Needed
  17. 17. 18 Step 2: Staff your team. Why a Content Methodology Is Needed
  18. 18. 19Chapter name Hiring to Crawl Internal Resources 0.5 FTE (full-time employees) (e.g., marketing manager) External Resources 0.5 FTE (e.g., freelance writer or editor)
  19. 19. 20Chapter name Hiring to Walk Internal Resources 1.5 FTE (e.g., director of marketing and content marketing manager) External Resources 2.5 FTE (e.g., freelance writers, designers, strategists, and managing editor)
  20. 20. 21Chapter name Hiring to Run Internal Resources 3.5+ FTE (e.g., director of marketing, head of content, content marketing manager, social media manager) External Resources 5+ FTE (e.g., 7–10 freelance writers, designers, strategists, videographers, and managing editors)
  21. 21. 22 III. Hiring Criteria What are you looking for in each role?
  22. 22. 23Chapter name Writers The Golden Rule when hiring writers: Avoid the temptation of plucking a marketer from his department and forcing him to write. Tap experts and journalists who have the skill set to write stories your audience will actually read.
  23. 23. 24A Culture of Content It all comes down the the basics of journalism, which is curiosity, the ability to tell a story, general fluency with the language, and being able to interview and write. JOANNA WEISS, EXECUTIVE DIRECTOR FOR ATHENAINSIGHT, ATHENAHEALTH’S DIGITAL PUBLICATION ”
  24. 24. 25Chapter name Editors The ideal brand editor has great storytelling instinct, demonstrates a keen understanding of the brand’s audience, and knows how to use content to help the brand reach its overall goals. Like all good editors, brand editors know that brands have to give their audiences content worth consuming. What’s more, they have to have the spine and the latitude to provide a balance against the marketing team’s urge to push products. That’s a fine line to walk, but if they don’t, a brand’s content efforts will be over before they start. RYAN GALLOWAY, DIRECTOR OF BRAND SERVICES FOR CONTENTLY ”
  25. 25. 26A Culture of Content We realized it was time to think about how we could scale the content and be even more cost- effective. ADAM TANGUAY, HEAD OF ORGANIC GROWTH FOR WEEBLY ”
  26. 26. 27Chapter name Multimedia Multimedia producers within brands come from diverse backgrounds.
  27. 27. 28Chapter name The transition from public television to corporate isn’t necessarily obvious. The fact that we are all here is partly because of [senior leadership] and partly because we have freedom in terms of how we do things creatively. LAURA LONGSWORTH, ONE OF ATHENAHEALTH’S LEAD VIDEO PRODUCERS ”
  28. 28. 29Chapter name Strategists Content strategists need strong communication skills to be able to handle the frequently conflicting demands of editorial and marketing leaders. The role of the content strategist is to be bilingual. ARI KEPNES, LEAD CONTENT STRATEGIST FOR CONTENTLY ”
  29. 29. 30 IV. Budget In our 2016 content marketing study, 73 percent of respondents said they produced more content in 2015 than in 2014. However, two-thirds devoted less than a quarter of their marketing budgets to the production, management, and distribution of this content. And 63 percent of marketers spent less than one-tenth of their budgets on content marketing technology.
  30. 30. 31Why a Content Methodology Is Needed We have to be thinking about business and sales and how we can bring something to those objectives. If you don’t know what business objectives are, ask. If you’re a CMO, print them out and put them on everyone’s wall. TRISHA WINTER, THE CMO FOR AMPLIFINITY ” Step 1: How to get buy-in A. Tie content strategy to specific goals.
  31. 31. 32Why a Content Methodology Is Needed B. Pitch brand experience. of customers feel more positive about a company after reading custom content82% are inspired to research a product after reading about it60% of millennials expect to engage directly with brands80%
  32. 32. 33Why a Content Methodology Is Needed It’s not as easy as dollar spent, dollar earned. As a CEO, what I’m interested in are broader principles. How will this impact brand? Relationship? How do I get the biggest gain? JEFF DAY, THE CEO OF BLUEWATER TECHNOLOGIES ”
  33. 33. 34Why a Content Methodology Is Needed C. Present technology as a way to compete in disruptive markets and empower your team. New technologies provide us with greater insights into customer behaviors and aspirations. BRIAN SOLIS, A PRINCIPAL ANALYST AT ALTIMETER GROUP ”
  34. 34. 35Why a Content Methodology Is Needed D. Reinforce the compounding impact of content. When developed as part of a larger publication strategy, content meets these goals: Awareness (top funnel) Educational (mid funnel) Conversion (bottom funnel) And, when used as part of a customer-retention strategy, content can increase ROI up to 15x.
  35. 35. 36 Step 2: How to allocate your budget Why a Content Methodology Is Needed
  36. 36. Thank you. New York 598 Broadway, 4th floor
 New York, NY 10012 San Francisco 1161 Mission Street
 San Francisco, CA 94103 St. Paul 213 4th Street E
 4th Floor #431
 St Paul, MN 55101 UK Albert House
 256-260 Old Street
 London, EC1V 9DD
 UK sales@contently.com contently.com
  37. 37. Content that works The CMO’s Guide to Hiring for Content SEPTEMBER 28, 2016 contently.com

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