Why You Need a Content Creator for Your Company

If you want to grow your customer base online and effectively engage with words on prints as well as see results from inbound and content, someone has to own your content as a full-time job.

Now, inevitably some of you are saying to yourselves: “We’re not ready to commit yet. We want to dabble first to see if inbound is for us.” You’ll never get 110 percent results by putting in 50 percent (or less) effort. Success will only come if you commit fully. There is no in-between. (This is true for almost everything in life, so I’m not sure why anyone would think inbound would be different, but whatever.) Or maybe you think you’ve got it covered: “We’ve got a few people who can use part of their time on inbound, it’s fine.” No, it’s not fine.

You’ve got a few people who will deprioritize your content strategy the second something else “more important” comes along — and you won’t have anyone to hold them accountable. You need to hire a Content Creator / Creative Director if you want to walk an inbound path to attain the growth, revenue, and expanded brand awareness you’re looking for. You can call them whatever you want — content strategist, content marketing manager, chief content officer, grand high priest (or priestess) of words… I don’t care! You just need someone in that seat. We’ve also shared what questions to ask when interviewing for a content manager, as well as the most important qualities to look for in a content manager.

Hiring a Content Creator would help your company centralise content creation efforts for yourselves and clients, develop marketing content suitable for your desired audience, create engaging content for your target audience on all social media handles, draft proposals and other documents as well as a couple of other content related responsibilities.

Without having a content manager in place:

Marketers who want to create and execute innovative campaigns and strategies will leave, because they didn’t sign up to be a brand journalist who is forever caught in a loop of chasing people down for edits and approvals.
You won’t have someone in-house who can empower others to create truly engaging content that actually gets them noticed and gets better results.
Deadlines will be missed, strategies will go off the rails, and — eventually — your little inbound experiment will fall apart.
I want to draw particular attention to that second point, because this is something that often gets overlooked.

One of the top things I look for in a content manager or specialist hire is the desire to do that exact role. Unfortunately, it’s my experience that digital marketers who end up with content manager responsibilities they shouldn’t have (and/or didn’t ask for) always end up leaving or cycling out to another role within the company. Even if they say they want that role, it’s not going to work out. That’s not to say there aren’t marketers who later go on to find their passion as a content specialist — that’s exactly what I did. But someone either has the foundation skills and (more importantly) the passion for content, specifically, or they don’t.

I’ve seen too many super-talented social media strategists and digital marketers try to backdoor their way into a different dream marketing job via a content specialist role, and it never goes well. If you don’t take this into account, you will hire the wrong people or worse, lose the people you’ve already got in-house. Which leads me to a personal bone to pick with the digital marketing industry, as a whole.

Stop Expecting Your Digital Marketers to Be Everything to Everyone
There are way too many of you out there who expect your digital marketing strategists to wear as many hats as possible. They need to be experts in Facebook, Twitter, Instagram, Snapchat, community management, LinkedIn, HubSpot, WordPress, Adobe Creative Suite, conversion rate optimization, social advertising, PPC, Salesforce, sales enablement, marketing automation, business writing, SEO, keyword research, brand messaging, website user journeys, privacy laws, public relations, video production, graphic design, web design, HTML, event production and marketing, email marketing, public speaking, personal branding, podcasting, audio editing, audience research, data analysis and reporting, wood carving, baking souffl├ęs that never deflate, predicting the future, and so on.

Now, you’re also expecting them to become storytelling, publishing, and journalism experts? Those are areas of expertise people get degrees in and build whole careers around, because you can’t just “wing it” or watch a few YouTube tutorials to learn the required skills to excel in those areas.

Bottom line, asking your digital marketers and other subject matter experts to suddenly become storytelling wizards and editing geniuses is a bridge too far. You’re creating unnecessary friction while also guaranteeing your inbound content strategies will ultimately tank, because you’re not putting someone qualified in place to own it.

There isn’t a week that goes by where I don’t have between at least three and five people approach me with a content problem. They do so because they know it will take us 10 to 15 minutes (on average) to solve it together, instead of the many hours (days, weeks, or more) it might otherwise take them to do so on their own.

Why You Want a Content Manager on Your Team
Content nerds like me know how to manage writers, make content more powerful, edit content efficiently (so you can produce more, better and faster), make writing blogs less painful, spot why content projects will fail (long before they do), get other stakeholders participating (and enjoying) the content creation process, and manage competing deadlines for lots of projects — all of which are inevitably a “top” priority.

We spend our late nights obsessing about new ways we can tell our brand’s stories in ways that are more helpful, engaging, and innovative. We go out of our way to find the content tools and applications your company needs to make content creation and collaboration easier and more productive. We’re constantly trying to find new methods and processes for empowering our internal subject matter experts to have more time to do what they do best, while still getting their names and insights in front of our audiences.

This is the stuff we’re born to do, and that’s why you want someone like me (Desire Kings) on your team.

Beyond all that, however, we’ve seen time and again with our clients that there’s a direct correlation between the companies that see significant gains and improvements in digital marketing and sales, and those that don’t, when they have hired an in-house content manager.

If You’re Still with Me, Here’s What You Need to Do
If you want to see exponential gains in your website traffic, lead generation, and the numbers of deals you are able to close, you’ve got to hire a content manager. It’s that simple. And if any of the pains I outlined above sound familiar, trust me when I say a content manager will make a lot of that go away… assuming you hire the right person.

To do that, you need to:

Commit to memory the top qualities your content manager needs to possess. If you happen to find someone who checks all of those boxes, that’s great! But never, ever exclude a candidate because they’re unfamiliar with your space — If you hire for the right skills, your content manager will quickly accumulate the knowledge and expertise you want them to possess simply by doing their job. They’ll become unstoppable. And you’ll wonder why you ever questioned investing in a content manager, because (in hindsight) you’ll see you never could have afforded not to.

Need a Content Manager, click the contact tab above.


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