Content People.
Assemble a team, you’ll need them. It’s people who are going to make your content happen, not just machines.
As in any business, it pays to invest in people, the right kind of people. Dedicated, enthusiastic, hard-working and creative folks. Get it right and your faith will be rewarded. While all websites and projects are different, you still need a good team at the helm. People with a range of skills, each in a role with specific responsibilities. Oh, and you’ll need to deploy them in new ways too. Here’s how…
Roles.
As the internet has evolved, so has the depth of knowledge needed to create and maintain it. New areas have emerged, with each growing and developing at their own rate. Where a webmaster – one all-knowing super human – may have been enough to get online in the past, this often falls short of what’s needed now. These days, there’s a lot to be responsible for:
Leadership
All aspects of a business need leadership - ongoing leadership. Websites, specifically content, is no different. It's not a time-limited project that's about to end, so be prepared for the long-haul. Find someone to tune your website and its content with the rest of your business.Communication
You publish content to spread information, provide entertainment, or sell products and services. Messages need to be clear, concise and consistent. But it's important to listen too, respond and engage in a suitable way, using 'people' people.Technical
Sure, the internet involves computers; an array of machines all whirling away performing different duties and tasks. This unique world of code and cables naturally needs a watchful eye, there to maintain and develop your technical capabilities. Use those versed in this language to do what they do best.Visual
Your visual identity needs to align with your overall brand. You want it to be both beautiful and practical. This comes from talented people able to translate messages visually. A design cannot be taken lightly, so use those with the right skills and a good eye for detail.
Responsibilities.
As these principles focus on content, we’ll park the technical and visual aspects explained above to one side for now. They’re extremely important to have a firm grip of, but unfortunately not within this remit. As I’ve said, one person can’t know it all! Sticking with and baring down on content, there are several responsibilities to take care of.
1. Content Purpose
It's not just a case of producing content - it all needs a clear purpose. What to write, for whom and in what style? Have someone lead and be responsible for setting a clear path for everyone else to follow. Publishing aimlessly really isn't the responsible thing to do.2. Content Creation
However fancy the technology, content won't create itself. Someone, or many people, need to create it. This can be those with the knowledge & expertise of a subject area, or those who can translate complex messages clearly. Either way, assign tasks and stick to deadlines.3. Content Approval
Once created, content needs to be approved. From general spelling and grammar, to whether it's clear and consistent with all the other content published. Without someone taking responsibility for an approval process, your content is very likely to become messy, quickly!4. Content Monitoring
Published content needs to be managed; and the more content there is, the more management it takes. When and why will new information be published? When will it become inaccurate or fall out of date? What to do with the old content once new is published?5. Engagement
Content invariably attracts interaction. That's partly its purpose because people want to ask questions or enquire about further details. Someone needs to engage with your customers. And whoever it is, they need to be the right kind of person, listening and responding in the right way.6. Marketing & Promotion
Publishing alone rarely is enough to have content discovered. It needs marketing and promoting, whether through search - organic or paid; social discussion or advertising - online and offline. Also, can your content be promoted amongst a wider marketing strategy?
Structures.
As with so much in this modern world, the way to manage content – and websites in general – rocks the status quo.
- Sales
- Service Delivery
- IT
- Marketing
- Communications
- Customer Services
Rarely does a viable content solution slot naturally into this existing corporate structure. Where departments and teams have traditionally focused neatly on just one aspect of business, these silos are no longer suitable.
It’s impossible to dictate an ideal solution for everyone. Businesses range in size, their reasons and purpose differ, as does their customer’s needs. The roles and responsibilities set out above merely give an overview to what’s required. How you, in your business or circumstance, assign these is your call.
You may have dozens of staff in dozens of departments worldwide, or you may be self-employed using external agencies or freelancers to support you. But by knowing what it takes to adequately plan, produce and manage content empowers you to make suitable decisions.
Implementation.
Maintaining your content doesn’t have to be done in-house. There are different ways you can implement your team of people to do the work for you.
DIY (in-house)
- Your website (& other platforms)
- Your content
- Your people
Outsource
- Your website (& other platforms)
- Your content
- External people (strategists, managers & producers)
