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How best to organise your internal content marketing team

No matter what size your business and how many employees you have in your marketing department, you can’t get the best return on your marketing if your team isn’t structured properly. Many marketers focus too much on the conversion stage and closing sales, while not giving enough love to actually attracting prospects in in the first place.

Here are our recommendations for how to structure your internal content marketing team to get the most from your marketing.

Get a top, top content team

The whole marketing funnel starts with your content creators – these might be copywriters, designers, SEO experts and social media managers – who are responsible for actually attracting prospective customers to your website in the first place. Marketers don’t always invest too heavily in this area, focusing more on conversions and quick results, but your content creators are going to be the ones building awareness of your brand through compelling, engaging content that’s optimised for search engines, and building up quality leads over a longer period.

Give your approvals a speed boost

With any marketing collateral, there will naturally be stakeholders in the project (product managers, business managers, directors, external vendors and manufacturers etc) who need to sign off before it goes out to customers and prospects. Within a large business, you might have multiple stakeholders all over the shop, so any way to speed up the approvals workflow is always welcome.

A quality PIM solution like MatrixCMS will help you do this, letting you centrally manage multiple assets, get eyes on the progress of projects, manage your budget and keep track of all feedback and amends from stakeholders. Everything’s categorised and stored in easy-to-access databases, and tagging functionality makes it easier for you to find digital assets. Similarly, realtime visibility allows you to keep on top of catalogue production.

Always be (converting and) closing

Once you’ve got those prospects on to your website, you need someone who knows how to handle them, or ‘nurture’ them. Make sure you’ve got someone (or a team of people) with a strong grounding in web analytics who can optimise conversions on your landing pages, through strengthening calls to action and dealing with leads in your CRM.

If you have an eCommerce site, the next stage is the customer clicking to buy, but you also need a dedicated salesperson or team (or account managers) on hand to close those opportunities you’ve gained from your marketing. We’d recommend an even weighting in your department between the content creation team, and those involved in conversion and sales. Happy marketing!

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