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Building a Content Team

In my last article, Content Creation Basics, I gave you 3 of the basics that are crucial when getting started with content marketing:

  • Choose your Audiences
  • Establish Goals
  • Come Up with Good Content Ideas Consistently

Now I am going to cover a few tips for small and large businesses on how to build a content team that will help you succeed. I suggest that no matter what size your business is, you read this entire article and grab all the ideas you can.

Small Businesses

Creating content is not easy, especially when you have to do it alone. Your writer will need someone to help them research, organize, and brainstorm. Choose someone that thinks out of the box and has proficient researching skills to work with your writer.


Your content team will need to work together to research and come up with good content ideas consistently. The team can (and should) look at your competitors’ blogs, related blogs, videos, articles, advertisements, email marketing, and social media to determine what has been done, what hasn’t been done, what appears to succeed, and what appears to fail.


Your team will need to find a way to organize the data they’ve found while researching; the best way to do this is to have a list for each topic or idea. Spreadsheets are always a good way to keep organized, or you can create charts/lists that hang on the wall of the office. Sometimes just staring at things on my wall helps me come up with ideas for content.


When you have two or more people researching and organizing, you have a better shot at effectively using the data collected. Here is why: everyone remembers differently, and everyone has their own perspective. Team member “A” may really be into the social media ideas and topics, while team member “B” is all about articles and competitors.

When you put these two minds together, you will have a more comprehensive content plan and a long list of content ideas for the future.

Larger Businesses

If you have a large business, your content team is likely pretty substantial and it should be. You have the capability to have two or more writers in place, and they should have an organized support/research team. To keep things organized you should give each member of the support team one thing to consistently focus on. Example: team member “C” will focus on social media research and will need to come up with “X” amount of ideas each week or month.

Team member “D” should be consistently watching competitors. They should watch for which content appears to work, and which content appears to fail. They should monitor all competitor blogs and their social to observe how they share and what kind of response they get back. This team member should also keep track of online ads and offline advertisements. This member will give this information to the writers and his supervisor. Lastly, you must give this team member the proper tools to essentially spy on your competitor.

Each member of the team has their one area to focus on, and they should then feed all of their data to the writers. As I stated above, brainstorming is an important step; so one team member should be brainstorming with the writers based on the data collected from the team members. Staying organized and consistent is key to success.


If you want your team to do a good job researching, collecting and organizing data, you will have to provide the tools they will need to meet your goals. There are several online tools that will help your team obtain the information you need faster and more efficiently. Three paid tools my company couldn’t live without are:

  • Raven Tools
  • SEOmoz Pro
  • SpyFu

The free tools that are a must are Google Analytics, Google Alerts, Google Blog Search and Open Site Explorer. Triple SEO has created a massive list of free tools that your team should review.


If you want to be successful with content creation, it will require an investment of time and money. Creating a team is crucial to making your content a success.

About the author

Melissa Fach