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Why You Need a Dedicated Content Marketing Specialist

By Nate Riggs on December 10, 2014 |

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content marketing specialist Source: mediabistro.com

Between meetings, constant strategy planning, actual strategy execution, 3rd party relations, communications, production, travel, etc., most marketing managers and team members have established a pretty full slate for their day-to-day work.

Now enter content marketing - the darling (and rightfully so) of today's marketing world and a new frontier for many marketing professionals.

Content marketing should continue to grow in proportion to the overall marketing budget for most companies in 2015 and beyond, but it won't displace a majority of marketing tasks and responsibilities.

That's why many companies should consider bringing on a full time, dedicated content marketing specialist. With the learning curve that your current team has and the amount of added job responsibilities it brings, a content marketing specialist could be the solution to effectively jumpstarting your strategy in 2015 and beyond.

Some Important Points about Content Marketing

We've discussed content marketing in length on our blog, but we will share a few key stats to drive the point home:

  • Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Source: DemandMetric)
  • Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers (19.7% vs 2.5%). (Source: Aberdeen)
  • 78% of CMOs believe custom content is the future of marketing. (Source:DemandMetric)
  • 82% of marketers who blog see positive ROI for their inbound marketing. (Source: HubSpot)
  • Only 32% of marketers say they are effectively executing enough content. (Source: Aberdeen)
  • 69% of content marketers feel a lack of time is their greatest challenge. (Source: CMI)

Why You Need a Content Marketing Specialist

content marketing specialist Source: neonrain.com

Creating and maintaining a content marketing strategy can be a very large task. There are a ton of variables involved:

  • Content calendar management
  • Content/copy editing
  • Content curation
  • Content syndication
  • Analytics structure, understanding, and reporting
  • Site management
  • Strategy development
  • SEO
  • Landing page development
  • Video engineering
  • eBook creation
  • Technology platform expertise and knowledge
  • Design support
  • Social media integration
  • And the list goes on, and on...

The Bottom Line

As you can tell from that last bullet, the above is just a portion of the areas required, so you can see that there is a lot that goes into content marketing.

Of course no one person can handle content marketing on their own - it requires collaboration with designers, copywriters, developers, etc., but having a dedicated content marketing specialist who understands this broad landscape, and particularly how the individual parts intwine and work together, can be extremely beneficial for your company.

Even if you will likely be outsourcing a majority of your content strategy and execution to an external agency, having a content marketing specialist act as the liaison will help ensure your company gets the most out of that relationship.

Now, a company with a solid vision for the future would be wise to begin training employees responsible for the individual line items in my list above on the tenants of content marketing. Having a full team of talented individuals who understand the how's and why's will not only help the unit as a whole work more efficiently but also set them up for innovation, not head-nodding stagnation, in the future.

Finding this content marketing specialist is of course the next step - check out this post about how to identify the ideal content marketing manager.

Content Marketing

Nate Riggs

Written by Nate Riggs

Nate Riggs is the Founder and CEO of NR Media Group, a Certified HubSpot Partner and inbound consulting firm. He leads a team of experienced strategists, content marketers, creatives and technologists that help organizations deploy and use HubSpot’s marketing, sales, and service software to operate more efficiently and accelerate growth. Nate regularly presents keynotes and workshops at top industry conferences like INBOUND, Content Marketing World and Oracle’s Modern CX. In 2017, Nate was recognized by HubSpot for his contributions to the development of the HubSpot Education Partner Program. Nate regularly presents keynotes and workshops at top industry conferences like INBOUND, Content Marketing World and Oracle’s Modern CX. In 2017, Nate was recognized by HubSpot for his contributions to the development of the HubSpot Education Partner Program.
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