Content is the fuel that drives the Internet. There are well over 300 million registered domains and over 3 million blog posts published daily. Yet only 30% of business-to-business (B2B) marketers are satisfied with their content marketing efforts.
Many companies respond to this lack of quality content by building a team dedicated to content marketing alone. That's great. Totally.
Because smart businesses agree that no marketing strategy is complete without quality content, and multiple surveys prove it:
- 81% of online shoppers in the US search online for product information to help them decide whether to buy.
- Marketers who blog consistently enjoy up to 13 times more return on investment (ROI) than those who don't.
- 70% of consumers prefer to learn about you from articles rather than advertisements.
There are many more examples, but let's stick with these for now. The point is that it's easier—a lot easier—to reach your target audience with content as your weapon.
However, 60% of marketers report that hiring marketing-content talent is a challenge. In his article on Medium, Jay Acunzo says companies are no longer seeking writers; they're looking for talented content creators. "Companies aren't finding enough creative, producer-type talent," he says.
Doing the Groundwork
Before you start looking for talent, you must understand your needs. As with any project, building your content creation team needs measurable goals. Start with two essential ones.
1. What do you want from your team?