What are the members and roles of a content marketing team?
Posted: Thu Jan 23, 2025 7:10 am
Producing content is part of the marketing strategy of many companies and, therefore, is part of the management of projects in this area. However, there is a common question: who should be involved in content production ?
Some people have the view that content should only be a concern for editors, teacher database but this is incorrect. As this work has several stages, it requires the expertise of many communication and marketing professionals, also because the content format possibilities used are diverse: texts, videos, podcasts, infographics, images, etc.
In this article, we focus on the production of textual content for websites and blogs, as they are the main digital marketing channels .
See what we will be discussing:
The importance of content in marketing strategy
Why produce content internally?
Who should be involved in content production?
Step by step: how content creation works
Come on?
The importance of content in marketing strategy
Content is the cornerstone of all marketing channels. Whether online or offline, what will effectively draw your audience's attention to your brand and encourage them to follow it is content that has value for them.
However, content marketing is not just about writing good texts. This strategy is aimed at generating business opportunities, with content being the main tool to achieve this. In short, the strategy is made up of three pillars: buyer persona, purchase journey and channels.
A buyer persona is a character that represents your ideal customer. Content should be produced based on their goals, challenges, and buying journey (or sales funnel). It should then be published and promoted on the channels defined in the strategy.
Notion of Branding
Have you ever had a prospect contact you and ask you what your business actually does? If your answer is yes, this is a sign of a branding failure .
Check out the sentences below and see which ones you recognize:
It gives you wings
I love
I bet you can't eat just one.
Surely, you can identify which products most of them are referring to, right? This is because their brands are so strong that they managed to stay in people's minds and when they come across these slogans , they immediately think of Red Bull, McDonald's and Lay's.
Therefore, it is important that the content also carries that identity so that the public can notice that it is the company, regardless of the format used .
Updated portal for business
Content should be useful and informative for your audience, especially formats that are intended to appear in search engines, such as blog posts . However, it should also be intended to lead the company producing these materials to achieve a goal.
Every piece of content produced is a means of generating business opportunities. Just as a physical store has more opportunities to sell if it is located on a busy street, a blog or online channel that receives many visitors tends to generate more returns.
This becomes possible when content production is structured according to the stages of the sales funnel : attraction, consideration and decision .
Attraction content, as the name suggests, is intended to bring new users to the site, while consideration content is aimed at those who are in the middle of the funnel, i.e., considering ways to solve their problems. Finally, decision content presents the products or services that provide that solution.
Why produce content internally?
In-house production is very advantageous and you will see why below.
Benefits of domestic production
The first thing to know is that the content marketing team has full knowledge of the company . This ensures that the text produced will meet the business objectives, will be written in the appropriate language in terms of the brand and will also describe the products appropriately when necessary.
Furthermore, whenever there is any doubt, contact to clarify it, being internal, is easier and faster.
Full-time dedication is also another beneficial factor. Although hiring freelance writers is interesting to meet a large demand, not all of them have the same writing style and in-depth knowledge of the company.
Disadvantages of in-house production
Unfortunately, not everything is rosy, the process has some disadvantages, which in reality are the result of a poorly structured content management process. Below, we want to show you 3 that deserve your attention.
The first is the execution of the briefing. The person responsible for carrying out the briefing must be very precise. The document must contain all the information needed to produce the content, as this is essential to correctly produce the pieces.
The second point concerns the lack of control over tasks. We will explain later how the content production workflow works and how all related tasks must be connected, since failure in one will harm the other. For example: if a reviewer forgets to correct the writing, the final content will never be ready.
By the way, the third and final point is about deadlines. Late delivery is detrimental to everyone involved. In addition, this delay will end up affecting the client's view of the team and will interrupt the internal flow of content.
Who should be involved in content production?
Let's now look at which professionals are part of the content marketing team.
Chief Content Officer
The content director must have in-depth knowledge of the entire process related to content production, being able to execute any of its stages (which we will discuss later). However, that is not his or her main function in this position.
As a content director, this professional needs to connect the dots between sales and marketing , define team goals, and ensure that content production is in line with the hiring company's objectives.
Content Manager
The content manager is responsible for researching topics for the content strategy. To do this, in addition to keeping up with market trends, he or she needs to know how to use:
SEMRush
Ahrefs
Google Search Console
Google Analytics
You must also be very organized in your schedules, to be able to complete the stages of content production, and ensure that they are all being well executed and delivered within the indicated time frame.
Content Writer
As we said initially, it is common for some people to think that the editor is the only professional involved in content production, which is not true.
Although some writers may also be content marketing specialists, this is not a rule. The main duties on the writer's checklist are related to finding the right sources for the production of the text, as well as formatting the structure of the heading tags and delivering excellent content that keeps the audience interested from start to finish.
To do this, it is essential that the writer has excellent narrative skills, because, even if the text is well produced within the guidelines of writing for the Internet , it must be interesting!
Content Designer
Although the focus of production is usually for blogs, we want to remind you again that content is not limited to blog posts, as there are various types and formats that are part of the marketing strategy. Which explains the need for a designer.
Covers for blog posts and ebooks, image processing for social networks , infographic creation, and even video editing are some of the jobs performed by the design professional.
To do this, you must be proficient in Adobe software, have a good aesthetic perception, and be able to produce pieces without much guidance from the style guide, as well as guarantee quality when delivering them.
Content Editor
Content management must be done through a CMS such as WordPress , so that they can be published within the necessary format, and the content editor is responsible for this work.
In addition to being familiar with CMS platforms , you should also understand on-page optimization , the stylistic properties of websites and blogs, and, of course, editorial production.
In this way, the editor can manage the editorial calendar and ensure the proper publication of content. This is why the ideal professional to fill this position is someone who is in charge or has been in charge of personal projects related to professional blogs .
Content Promoter
As you can see up to this point, content production requires many professionals and stages. After all this work, the goal is to really reach as many people as possible, right? Well, that's why the content promoter is a position that can't be missing from the team.
Its function is to make the most of the reach of the material, promoting it on the company's and third-party channels, especially through the exchange of guest posts and links through digital influencers .
Therefore, the content promoter must be someone proactive, sociable and attentive to opportunities for alliances that bring more visibility to the content.
Step by step: how content creation works
Now that you know why and who the professionals of a content marketing team are, it's time for you to learn the step-by-step process for creating content for your company.
Pattern
In order to produce a text properly, it needs to be based on the guideline . This document is nothing more than the orientation for creating the content, as it brings all the elements that the writer will need for production : title, keyword, persona, mandatory links, orientations, websites and reference materials.
For this reason, the content strategy should be developed even before the first paragraph of the article is written. After all, a blog post is not just a well-written text, but also an opportunity for a company to generate business.
Drafting
In this second stage, the textual content must be created by the editor. It is worth remembering that, in addition to having quality, it must be well structured in terms of SEO , and for this, some techniques are essential.
The main keyword , for example, should be present in strategic parts of the content, such as the title, the first paragraph, a subtitle, and the last paragraph. In addition, the writer should also be attentive to the insertion of the obligatory links indicated in the guideline and others that are relevant to the content and that enrich the reading experience.
Revision
Once the text is ready, it must be sent to the proofreader . This professional is responsible for verifying whether the content is in accordance with the guidelines, is coherent and has no grammatical errors.
If there is a problem with any of these points, the role of the reviewer is to request that the editor rewrite the parts that need to be corrected. After all, the text is a piece that represents the company and, therefore, it must be perfect.
Publication
After review, the next step is to publish, and for WordPress blogs there are two options:
If you want to publish immediately, just click on the publish button in the content editor.
On the other hand, if you intend to prepare it for another date, you can schedule it. This function is essential in case it is not possible to publish content daily. Therefore, a valuable tip is to reserve a day to schedule the articles for the week or month.
Promotion
Finally, all content must be promoted. While SEO techniques can help your text to be indexed and found in Google search results , other forms of promotion must be used to get your text to your audience.
Social media, for example, is an excellent promotional channel, as people are also interested in useful and informative content when they access the feed or stories.
Some people have the view that content should only be a concern for editors, teacher database but this is incorrect. As this work has several stages, it requires the expertise of many communication and marketing professionals, also because the content format possibilities used are diverse: texts, videos, podcasts, infographics, images, etc.
In this article, we focus on the production of textual content for websites and blogs, as they are the main digital marketing channels .
See what we will be discussing:
The importance of content in marketing strategy
Why produce content internally?
Who should be involved in content production?
Step by step: how content creation works
Come on?
The importance of content in marketing strategy
Content is the cornerstone of all marketing channels. Whether online or offline, what will effectively draw your audience's attention to your brand and encourage them to follow it is content that has value for them.
However, content marketing is not just about writing good texts. This strategy is aimed at generating business opportunities, with content being the main tool to achieve this. In short, the strategy is made up of three pillars: buyer persona, purchase journey and channels.
A buyer persona is a character that represents your ideal customer. Content should be produced based on their goals, challenges, and buying journey (or sales funnel). It should then be published and promoted on the channels defined in the strategy.
Notion of Branding
Have you ever had a prospect contact you and ask you what your business actually does? If your answer is yes, this is a sign of a branding failure .
Check out the sentences below and see which ones you recognize:
It gives you wings
I love
I bet you can't eat just one.
Surely, you can identify which products most of them are referring to, right? This is because their brands are so strong that they managed to stay in people's minds and when they come across these slogans , they immediately think of Red Bull, McDonald's and Lay's.
Therefore, it is important that the content also carries that identity so that the public can notice that it is the company, regardless of the format used .
Updated portal for business
Content should be useful and informative for your audience, especially formats that are intended to appear in search engines, such as blog posts . However, it should also be intended to lead the company producing these materials to achieve a goal.
Every piece of content produced is a means of generating business opportunities. Just as a physical store has more opportunities to sell if it is located on a busy street, a blog or online channel that receives many visitors tends to generate more returns.
This becomes possible when content production is structured according to the stages of the sales funnel : attraction, consideration and decision .
Attraction content, as the name suggests, is intended to bring new users to the site, while consideration content is aimed at those who are in the middle of the funnel, i.e., considering ways to solve their problems. Finally, decision content presents the products or services that provide that solution.
Why produce content internally?
In-house production is very advantageous and you will see why below.
Benefits of domestic production
The first thing to know is that the content marketing team has full knowledge of the company . This ensures that the text produced will meet the business objectives, will be written in the appropriate language in terms of the brand and will also describe the products appropriately when necessary.
Furthermore, whenever there is any doubt, contact to clarify it, being internal, is easier and faster.
Full-time dedication is also another beneficial factor. Although hiring freelance writers is interesting to meet a large demand, not all of them have the same writing style and in-depth knowledge of the company.
Disadvantages of in-house production
Unfortunately, not everything is rosy, the process has some disadvantages, which in reality are the result of a poorly structured content management process. Below, we want to show you 3 that deserve your attention.
The first is the execution of the briefing. The person responsible for carrying out the briefing must be very precise. The document must contain all the information needed to produce the content, as this is essential to correctly produce the pieces.
The second point concerns the lack of control over tasks. We will explain later how the content production workflow works and how all related tasks must be connected, since failure in one will harm the other. For example: if a reviewer forgets to correct the writing, the final content will never be ready.
By the way, the third and final point is about deadlines. Late delivery is detrimental to everyone involved. In addition, this delay will end up affecting the client's view of the team and will interrupt the internal flow of content.
Who should be involved in content production?
Let's now look at which professionals are part of the content marketing team.
Chief Content Officer
The content director must have in-depth knowledge of the entire process related to content production, being able to execute any of its stages (which we will discuss later). However, that is not his or her main function in this position.
As a content director, this professional needs to connect the dots between sales and marketing , define team goals, and ensure that content production is in line with the hiring company's objectives.
Content Manager
The content manager is responsible for researching topics for the content strategy. To do this, in addition to keeping up with market trends, he or she needs to know how to use:
SEMRush
Ahrefs
Google Search Console
Google Analytics
You must also be very organized in your schedules, to be able to complete the stages of content production, and ensure that they are all being well executed and delivered within the indicated time frame.
Content Writer
As we said initially, it is common for some people to think that the editor is the only professional involved in content production, which is not true.
Although some writers may also be content marketing specialists, this is not a rule. The main duties on the writer's checklist are related to finding the right sources for the production of the text, as well as formatting the structure of the heading tags and delivering excellent content that keeps the audience interested from start to finish.
To do this, it is essential that the writer has excellent narrative skills, because, even if the text is well produced within the guidelines of writing for the Internet , it must be interesting!
Content Designer
Although the focus of production is usually for blogs, we want to remind you again that content is not limited to blog posts, as there are various types and formats that are part of the marketing strategy. Which explains the need for a designer.
Covers for blog posts and ebooks, image processing for social networks , infographic creation, and even video editing are some of the jobs performed by the design professional.
To do this, you must be proficient in Adobe software, have a good aesthetic perception, and be able to produce pieces without much guidance from the style guide, as well as guarantee quality when delivering them.
Content Editor
Content management must be done through a CMS such as WordPress , so that they can be published within the necessary format, and the content editor is responsible for this work.
In addition to being familiar with CMS platforms , you should also understand on-page optimization , the stylistic properties of websites and blogs, and, of course, editorial production.
In this way, the editor can manage the editorial calendar and ensure the proper publication of content. This is why the ideal professional to fill this position is someone who is in charge or has been in charge of personal projects related to professional blogs .
Content Promoter
As you can see up to this point, content production requires many professionals and stages. After all this work, the goal is to really reach as many people as possible, right? Well, that's why the content promoter is a position that can't be missing from the team.
Its function is to make the most of the reach of the material, promoting it on the company's and third-party channels, especially through the exchange of guest posts and links through digital influencers .
Therefore, the content promoter must be someone proactive, sociable and attentive to opportunities for alliances that bring more visibility to the content.
Step by step: how content creation works
Now that you know why and who the professionals of a content marketing team are, it's time for you to learn the step-by-step process for creating content for your company.
Pattern
In order to produce a text properly, it needs to be based on the guideline . This document is nothing more than the orientation for creating the content, as it brings all the elements that the writer will need for production : title, keyword, persona, mandatory links, orientations, websites and reference materials.
For this reason, the content strategy should be developed even before the first paragraph of the article is written. After all, a blog post is not just a well-written text, but also an opportunity for a company to generate business.
Drafting
In this second stage, the textual content must be created by the editor. It is worth remembering that, in addition to having quality, it must be well structured in terms of SEO , and for this, some techniques are essential.
The main keyword , for example, should be present in strategic parts of the content, such as the title, the first paragraph, a subtitle, and the last paragraph. In addition, the writer should also be attentive to the insertion of the obligatory links indicated in the guideline and others that are relevant to the content and that enrich the reading experience.
Revision
Once the text is ready, it must be sent to the proofreader . This professional is responsible for verifying whether the content is in accordance with the guidelines, is coherent and has no grammatical errors.
If there is a problem with any of these points, the role of the reviewer is to request that the editor rewrite the parts that need to be corrected. After all, the text is a piece that represents the company and, therefore, it must be perfect.
Publication
After review, the next step is to publish, and for WordPress blogs there are two options:
If you want to publish immediately, just click on the publish button in the content editor.
On the other hand, if you intend to prepare it for another date, you can schedule it. This function is essential in case it is not possible to publish content daily. Therefore, a valuable tip is to reserve a day to schedule the articles for the week or month.
Promotion
Finally, all content must be promoted. While SEO techniques can help your text to be indexed and found in Google search results , other forms of promotion must be used to get your text to your audience.
Social media, for example, is an excellent promotional channel, as people are also interested in useful and informative content when they access the feed or stories.