How HubSpot, Moz, Buffer, and TrackMaven Staff Their Content Teams


Itas always valuable to look at how other organizations within your industry get things done every day. And Itas particularly valuable to look at how an organization you admire, or aspire to emulate, has nailed what they do.

When we read in 2016 that BuzzFeed was changing the entire style its content creation squad was structured, it constructed us curious about how we were making our own content. Were we dedicating resources to video content? Was our social media strategy as built out?

HubSpot doesnat operate at virtually the same scale as BuzzFeed, and we aren’t a strictly media company, but it stimulated me wonder how our industry peers are getting the job done. So I asked some of my friends in the B2B marketing space, “How do you create content every day? ”

In this post, weall discuss how different content teams are structured — and what wisdom you can take away for staffing your own team.

How 4 Content Marketing Shops Staff Their Content Teams

1) TrackMaven

TrackMaven is a marketing attribution analytics software company, and I asked Senior Director of Marketing, Kara Burney, about her team’s unique approach to structuring the content marketing team of “mavens.”

Over the past year and a half, we flipped our content creation hierarchy from an exclusively in-house model to a chiefly freelance-based model. The impetus was to divide and define the responsibilities of content creation, content distribution, and content reporting.

While we still oversee social media and advertising in-house, we now manage a consistent cadre of freelances: four to five writers, one to two videographers, and two to three designers. As a outcome, our team is able to focus on the distribution and ROI of each content asset, while benefiting from the expertise of specialized freelancers.”

Takeaway for Marketers : TrackMaven structured its team to best prioritize everyone’s period according to their strengths. TrackMaven consists of experts in content distribution and proving ROI, so its content team focuses on those parts of the content creation process — and leaves the actual creation to freelances to free up time and energy.

And according to our research, this is a smart move: The 2017 State of Inbound report revealed that some of marketers’ top priorities include demonstrating marketing ROI and content distribution/ amplification.

2) Buffer

Buffer is a social media scheduling app that creates a ton of useful content and research on its different blogs, so I asked its Director of Marketing, Kevan Lee, how the content squad is assembled to produce so much.

We have nine people in total on our marketing squad: one director, one content writer, one blog editor, one community builder, one allegiance marketer, one PR marketer, one bottom of the funnel marketer, one digital strategist and social media producer, and one product marketer.

We all generate content in some manner, at some time. We’ve constructed the team based on the marketing channels that we’ve been able to validate. So, at first, when our team was one or two people, we ran after a broad range of marketing channels to assure what worked. Content marketing yielded some huge outcomes, so we hired a content novelist to go deep on that channel.

As channels get validated, we try to move people into those roles so they can maximize potential impacts we can have on that channel. In our example, blogging have been very validated as a strong referral source for us, so we have multiple people working on content marketing. Video is indicating lots of potential, and we’re definitely doing more there — it just hasn’t quite reached the peak validation of content marketing for us yet.”

Takeaway for Marketer : Buffer’s marketing team waits for channels to start to drive meaningful results before dedicating staff members to leading the charge, which makes a lot of sense. In this route, Buffer can use ROI to construct intentional and impactful options about where to dedicate resources to get results — and fast. Buffer has all along been ensure blogging move the needle for the outcome document, so it constructed out the blogging team to constantly keep the content engines running.

3) Moz

Moz sells SEO, link house, and content marketing software. I asked its Audience Development Manager, Trevor Klein, about how Moz generates the Moz Blog, Whiteboard Fridays, and other great content.

Moz doesn’t actually have a single full-time content creator. We do have a content team of four members. One marketer is in charge of our content experience, ensuring we’re addressing the needs of our audiences and offering them the right paths( and the right stops on those paths) to get the value they need. We also have our blog director, though her purview extends to strategy for all of our educational content. Our video wizard — with expertise in both video strategy and production — helps squads throughout Moz construct the most of a complicated medium. And I manage the team and set overarching strategy.

We also, though, have a handful of other Mozzers who dedicate some of their time to creating content, including several Moz Associate — industry experts with whom we have ongoing contractual relationships.

Our team is structured in a way that encourages each individual to contribute in their most meaningful ways, running as much as possible with our wonderful community of contributors. We divide the creation and editing responsibilities among several people instead of retaining full-time novelists, and that dedicates us two important benefits. For one thing, it affords us great flexibility. We don’t have to wait on a bottleneck or get stuck because someone is on vacation, and it allows us to play off each writer’s individual skills for different content wants. This works out well, as Moz’s priorities are in a near-constant state of flux. It also ensures that work never gets too monotonous for anyone on the team. Some people enjoy writing things all day every day, but those folks are few and far between. Dividing the creative work among several people promotes coordination and allows us everyone to spend some time on other things.”

Takeaway for Marketers : Moz’s approach to content creation is smart — it maximizes and takes advantage of employees’ strengths and talents, and it constructs the entire publishing process a collective team effort. And by training the whole team to fulfill writing, editing, and publishing roles, the team is more nimble and adaptable to institutional or industry change that might drastically alter priorities and goals.

4) HubSpot

Here at HubSpot, our content creation is spread over many different squads — in fact, we like to say that everyone at HubSpot makes. Within our astrictlya content squad, outside of the HubSpot blogs, where we have four full-time writers creating daily content, we have a team of three multimedia content inventors, a researcher, two podcast producers, and two social media and video content producers. Additionally, we have a team that creates co-marketing content with our partner organizations, a squad that creates ebooks and content offers designed to generate leads, and specific blogs and dedicated to recruiting prospective the workers and providing valuable insights to our partner marketing agencies and our various clientsa verticals.

In short, the official content engine is made up of virtually 20 employees, but everyone at our organization has the expertise and ability to create content — whether itas a blog post, a Facebook Live broadcast, or a podcast recording.

Takeaway for Marketer: We recommend creating opportunities for all employees to be a part of the content team — team members in other departments have valuable insights and data that can be adapted into relevant content for your audience, so donat be afraid to grow its size to meet your traffic goals.

How is your companyas content squad structured? Share with us in the comments below .

Read more:

Leave a Reply

Your email address will not be published. Required fields are marked *