Chapter 11: Structuring Your Teams to Become a Content Driven Organization

There isn’t a right way or wrong way to structure your content teams. Every company is different. Culture, leadership and business objectives vary and are often times dynamic. This usually results in you having to shift roles and responsibilities, general team structure or alter your content strategy in order to adapt to the current business climate.

I begin chapter 11 with a quick lesson in change management; mainly because change management initiatives are important to help you transition your brand into a media company.  I discuss several roles that will be imperative for you to identify as you build your content driven organization like the Chief Content Officer, Managing Editors, Community Managers, Content Contributors and Analysts.

I also showcase different models that you can adopt as you begin to structure your teams efficiently for content creation, approval and distribution:

  1. Channel (Twitter, Facebook, blogs, etc.)
  2. Brand/Product (for brands with multiple sub brands or products)
  3. Region (North America, Latin America, Asia Pacific, etc.)

I discuss a report by the Altimeter Group, Converged Media Imperative: How Brands Must Combine Paid, Owned, and Earned Media report by Jeremiah Owyang and Rebecca Lieb which gives detailed success criteria for launching a converged media strategy within your brand.

I close out the chapter by discussing content marketing platform, Skyword, which can help your company reach and engage customers with original content that is designed to succeed in the search engines and on the social web. In addition to its technology platform, they give you access to its community of thousands of professional writers for content creation and can help you plan, execute and manage your content marketing programs with their team of content strategists and editorial staff.

I hope you enjoy reading the book as much as I enjoyed writing it.