- Aug 16, 2018
3 Harsh Realities of Content Marketing
A Content Manager is responsible for how any company's message is portrayed in different mediums. Since 91% of B2B and 86% of B2C companies are using content marketing, the position of a Content Manager is indispensable for almost all companies. However, there are plenty of things that are not part of the job description of a Content Manager. Most managers will learn these things along the way. Below are some of these things that any aspiring or new manager should keep in mind before signing up for a job.
1. Talented Writers Do Not Grow on Trees
High Quality Writing is imperative component of any content strategy. A content writer is responsible for executing the brand's message in a simple and relatable manner such that it engages audiences. Talented content writers who work for agencies are versatile, they can conjure up any type of content according to the requirement. Whether it is writing a product description or a blog, they have the required skills to finish the work on time. A Content Manager's responsibility is to find such versatile writers and retain them. It is good to ask potential employees about the various types of content they have worked on to know if they have diversity in their work. You can also look to hire freelance writers and observe their work for a while before converting it into full time position.2. Even the Best Employees Can Be Stifled by a Bad Culture Fit
Every person on the content team should fit with the overall culture of the company. Culture fit refers to an employee's personal values and beliefs being aligned with the company's values. Internal culture has a great influence on the overall content strategy. It is common to consider a highly skilled writer to be good for the company. However, if they do not fit in with culture of the company, they will not be able to perform up to their potential. Hence, it is important to only add team members who are a good fit for the company. A resume or cover letter cannot be used to understand if a person will fit in, so managers often have to do a lot of guesswork. Nowadays there are tools available such as Harver that can help to determine the cultural fit of a person. It is the responsible of a content manager to guide and reinforce the company's internal culture and determine if each team member is a good fit. Doing this properly, ensures that the content team is performing well.3. No Strategy or Campaign Will Be Perfect
The world of content marketing is extremely unpredictable due to variety of uncontrollable factors. It is always reasonable to expect things to veer off the original plan. Since content is subjective, it would be unreasonable to expect your content team to please everyone all the time. This means that as a content manager you need to be flexible and adjust to any unexpected situation. You should be able to navigate any problem that arises and always have a back up plan. You should view previous campaigns as lessons and discuss what went right and what went wrong with your team regularly, so that you can improve your future campaigns.Whether you have just stepped into industry or you aspire to be in it, the above points will help you navigate through the unpredictable world of content marketing. With time as you encounter new challenges, you will able to learn from your mistakes, evolve and thrive in the given role.
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