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Looking to hire a Content Marketer?
This hiring kit will give you the guidance needed to hire the right content marketer, the first time.
The term “content marketer” can refer to a wide variety of roles and responsibilities. You might be running solo and looking to bring in someone to jumpstart your content marketing initiative. Or, perhaps you have an expanding business who is looking to add talent to an existing content team.
This hiring kit includes:
It’s important to know what role you’d like your new hire to fill. A fully fleshed-out content marketing team at a large corporation will include most, if not all, of these roles while a small operation might include only one.
We’ll begin with a high-level overview of each position:
It’s important to note that the positions listed above are roles, not necessarily individual people with individual titles. If you are a smaller company, you might have one person who fulfills several of these roles.
In most cases, if you’re building a brand new content team, hire the Managing Editor role first. The right Managing Editor for a budding content team can be a “jack of all trades” that handles a myriad of roles and responsibilities, particularly with written content. When hiring a one-person content team, look for an individual with superb Managing Editor skills but, remember, any additional skills (SEO, video, graphic design) will be enormously valuable to a budding content team.
Your Managing Editor is your foundation upon which your content team is built. Add new members to this team based on the gaps presented by your Managing Editor. For example, your Managing Editor may be a great writer and knows how to handle Photoshop, but not so hot at SEO and video marketing. Use your next hire to close the video marketing and SEO gaps.
Use the organizational chart below when you are ready to add specialists and expand your content team.
Your organizational chart will depend on the size of your organization, the temperament, talent, and experience of your team members (among other things), but the configuration below is a solid starting point for many organizations:
Remember, if you’re just getting started — begin by hiring the Managing Editor role.
When your team grows to five or more, consider adding a Director of Editorial position. And, for those with fully fleshed out content teams with multiple hires in the same role (multiple social media marketers, video marketers, etc.) start looking to add a Chief Content Officer.
The following section is designed to build a custom job posting appropriate for your unique circumstances. The make-up of your job posting will depend on the skills needed by your company, salary available, and availability of talent.
A thorough job posting has six components:
Hiring a Video Marketing Manager? Graphic Designer? Managing Editor? If you’re not sure, make your best guess and adjust as things become more clear later in this process.
Take a look at these positions and choose which one you’re hiring for:
The Chief Content Officer will be responsible for setting and ensuring the execution of all content marketing initiatives both internal and external to the organization.
This role requires expertise in digital and print publishing, data and analytics, brand development, communications and leadership. This executive officer will coordinate with the sales, public relations, IT, and customer service departments regularly to maintain a consistent brand story and assist in customer satisfaction, lead generation and sales.
This position requires 5-10 years of experience in using digital and print content to support strategic organizational objectives.
The Director of Editorial will be responsible for the supervision, coordination, planning and operation of all digital and print content produced by the content team to drive sales and engagement, decrease churn, and influence positive customer behavior.
The right candidate will have proven experience in cross channel content marketing, managing brand consistency, and content optimization including text, audio, video and image content, social media marketing, and search marketing.
The Director of Editorial is a creative marketing mind with the ability to collaborate with all departments to achieve consistency of the company’s brand story. The ability to interpret analytics and establish standards for meaningful measurement is also essential.
This position requires experience in using digital and print content to support strategic organizational objectives.
The Managing Editor will be responsible for the coordination of all digital and print content produced by the content team.
The right candidate will have experience in cross channel content marketing and content optimization including text, audio, video and image content, social media marketing, and search marketing.
The Managing Editor is a creative marketing mind with the ability to organize projects, meet deadlines, and manage a team. The ability to interpret analytics and troubleshoot web related technical issues is a plus.
This position requires experience in using digital and print content to support strategic organizational objectives.
The Copy Editor is responsible for assuring consistency in formatting, tone, style, and accuracy for all content produced by our organization. The Copy Editor will take content produced in its raw form and make it publication-ready.
The right candidate will have experience in copywriting and editing a variety of digital content including blogs, white papers, web pages, and other written collateral. They will work closely with other members of the content team to assure consistency in the organization’s brand and voice.
The Graphic Designer is responsible for the coordination and production of all images needed for the organization’s content team.
The right candidate will have experience in a variety of design software and a proven ability to produce entertaining, educational, or inspirational visual content that is consistent with the brand “look and feel.”
The SEO will be responsible for driving global organic search strategy and execution and improving visibility of web properties, increasing website traffic from target audiences, and driving qualified leads and sales.
The right candidate will have experience in increasing visibility for content (blog posts, podcasts, YouTube videos, etc.) using methods that are consistent with the Terms of Service of major search engines such as Google and Bing. This role will require experience in setting search strategy and troubleshooting technical SEO issues.
The Brand Journalist is responsible for producing a variety of multimedia that communicates brand value to a company’s customers including customer stories, case studies, and white papers that convert prospects into customers.
The right candidate will have experience in investigating and creating engaging stories in written, video, and image formats that utilize branded social media channels and external media outlets.
The Brand Journalist will have a creative marketing mind with the ability to translate customer and company experiences, feedback, and tone into compelling, engaging, and dynamic stories that are easily consumable and aligned with content marketing strategies.
The Video Marketing Manager is responsible for the coordination and production of all video content.
The right candidate will have experience in directing, shooting, editing, producing, and optimizing a variety of corporate videos. The Video Marketing Manager has a creative mind and specializes in translating a variety of messages into a compelling visual story that is consistent with the brand.
The Social Media Manager is responsible for providing the primary voice of the company across the social web including Facebook, Twitter, and LinkedIn.
The right candidate will have experience in social customer service and a deep familiarity with a variety of social media platforms. They will work with other members of the content team to coordinate content marketing initiatives and give direction to other content creators in regards to voice, sentiment, and overall experience of the intended audience.
The Social Media Manager specializes in creating and curating a variety of content across the social web in order to support the organization’s content marketing initiatives.
The Community Manager is responsible for bridging the gap between company and customer by facilitating meaningful relationships between community members. The Community Manager provides a voice for the company while advocating on behalf of the customer.
The right candidate will have experience in social customer service, a deep familiarity with various social media platforms, and a working knowledge of effective content marketing strategy in relation to creating bonding, lasting relationships with customers. A high level of empathy is required. The ability to troubleshoot community platform-related technical issues is a plus.
In this next step you will add detail to the role this new hire will play in your organization. Keep in mind, finding a candidate who will fit each and every role or responsibility below is not possible. For example, you’re unlikely to find a candidate with proficiency in SEO, copy editing, and graphic design.
Consider creating a job posting with certain roles and responsibilities listed that are absolutely necessary and others listed as “nice to haves.”
Now choose the roles and responsibilities for which you want to hire. Common job titles associated with the roles are noted in parentheses.
Developing and managing a content marketing strategy that supports organizational goals across all brands and customer avatars, from the top to the bottom of the marketing and sales funnel including [ENTER ORGANIZATIONAL GOALS e.g. Increasing Brand and Offer Awareness, Growing Website Traffic, Generating Leads, Acquiring Customers, Retaining Customers]. (CCO, DE)
Lead efforts on customer and competitive research to refine brand positioning and build brand recognition. (CCO)
Oversee existing Content Team and support team growth, development, and implementation of new initiatives. (CCO, DE)
Develop and manage key performance indicators (KPIs) that reflect the objectives of the organization. (CCO, DE)
Create, edit, and manage the production of digital and print content that is consistent with the organization’s brand, style, and tone. (CCO, DE)
Develop and maintain a content calendar that attracts and appeals to the organization’s target customer avatars. (CCO, DE)
Creation of standard operating procedures (SOPs) for the planning, execution, optimization, distribution, and amplification of the organization’s content. (CCO, DE, ME)
Managing in house and outsourced content creators, editors, data analysts, graphic designers, videographers, developers, etc. (CCO, DE)
Defining, creating, and upholding the organization’s Style Guide.
Overseeing the scheduling, publication, and overall consistency of [YOUR ORGANIZATION]’s content assets. (ME)
Coordinating day-to-day editorial operations, managing in house and outsourced content creators, editors, graphic designers, videographers, developers, etc. (ME)
Reviewing all assignments before publication to ensure material is accurate and on-brand. (ME)
Leading and directing the work of content produced by content team members including text, images, audio, and video, making sure all team members are on-task and meeting deadlines. (ME)
Assisting in ideation, planning, and execution of the editorial and content marketing calendar that attracts and appeals to the organization’s various customer avatars. (ME)
Monitoring and reporting on content marketing metrics and KPIs. (ME, DE)
Ensuring readability of content by identifying and correcting mistakes in grammar, punctuation, and spelling. (CE, ME)
Checking accuracy of facts, dates, names, captions, statistics, etc. located in all content. (CE, ME)
Maintaining consistency of the brand by upholding the organization’s style guide standards on tense, voice, tone, and the spelling/capitalization of certain words as they relate to the organization. (CE, ME)
Identifying successful content and mapping out new ways to repurpose (i.e. a blog post into a YouTube video) to amplify the organization’s message. (CE, ME)
Creating copy, engaging headlines and subheads, proof reading, and deep-line editing for spelling, grammar, and brand consistency. (CE, ME)
Creating and maintaining brand consistency through the use of the organization’s branding and style guide standards on logos, colors, typography, and other graphic collateral. (GD)
Designing engaging and creative images for use in a variety of digital assets including social media, images for written content, presentations, etc. (GD)
Collaborating closely with other members of the content team to brainstorm and plan editorial calendar by determining scope and realistic deadlines for various design content. (GD)
Creating accurate graphics, charts, graphs, etc. that visually support the context of given content. (GD)
Defining editorial standards for maximizing search success on all content including the website, blog, social media platforms, and other communication channels. (SEO)
Monitoring and reporting on search metrics and demonstrating continuous improvement of the SEO strategy. (SEO)
Identifying search traffic growth opportunities for content and products based on analytics. (SEO)
Researching, reporting, and addressing changes in search engine algorithms. (SEO)
Recommending and executing on testing strategies to improve conversion rates on content pages. (SEO)
Troubleshooting and tracking site performance including social sharing, page load speed, and other technical issues related to search marketing. (SEO)
Conducting keyword optimization research for new and existing content pages. (SEO)
Researching the latest in search engine compliance and guidelines and adjusting strategy as necessary. (SEO)
Developing, writing, and distributing press release articles to applicable media outlets. (BJ)
Creating content that is optimized for search and social media traffic. (BJ, ME)
Uncovering unique and interesting stories for multiple audiences (customer, employee, or related industry news) and determining the best platform and audience to distribute. (BJ)
Maintaining a deadline-driven editorial calendar that coordinates time-sensitive articles with general-interest stories. (BJ)
Identifying opportunities to promote specific key messages and company initiatives to customers and the general media. (BJ)
Producing and/or directing video content for YouTube and other video platforms. (BJ, VMM, ME)
Locating and/or initiating creation of engaging and relevant images to complement stories. (BJ, GD, ME)
Creating a video marketing project plan that aligns with organizational content marketing goals. (VMM)
Managing the production of video content (shooting, editing, uploading, optimizing, and adding effects) for use on the organization’s video channels. (VMM)
Managing the production (shooting, editing, uploading, adding effects) of promotional video content for use in selling products and services. (VMM)
Coordinating with the content marketing team to distribute videos that support other content efforts. (VMM)
Leveraging interviews, testimonials, demos, and other storytelling styles to meet the needs of the target audience. (VMM)
Strategically examining available platforms and apps to ensure video content is being widely distributed. (VMM)
Optimizing videos for search engines using keyword-enriched descriptions and tags. (VMM, SEO)
Developing and maintaining a social media strategy that actively addresses listening, networking, influencing, and selling on the social web. (SMM)
Identify authoritative and influential individuals and brands on the social web and implement a social networking strategy to facilitate and nurture strategic partnerships. (SMM)
Monitoring and responding to customer service and reputation management issues on the social web using social listening tools. (SMM)
Establishing authority on the social web through the distribution and sharing of valuable content produced internally and externally. (SMM)
Generating leads and sales from existing customers and prospects on the social web through the distribution of appropriate offers. (SMM)
Monitoring discussions and trends as they pertain to the company, products, and brand. Identifying and reporting trends in sentiment and advising on potential opportunities for content and product creation. (SMM)
Monitoring and measuring the success of social media strategy (i.e. increased engagement, customer acquisition, website traffic, etc.). Identifying, analyzing, and reporting on social media trends to internal team. (SMM)
Creating and maintaining a vibrant sense of community by establishing and upholding the company’s Community Guidelines. (CM)
Addressing customer service issues, both proactively and reactively, that present themselves inside the community. (CM)
Monitoring discussions and trends within the community. Identifying and reporting trends in usage and advising on potential opportunities for content and product creation. (CM)
Monitoring and measuring the success of community engagement (i.e. number of users, number of discussions, etc.). Identifying, analyzing, and reporting on community trends to internal team. (CM)
Identifying key community members and providing opportunities for them to participate on a higher engagement level. (CM)
Identifying and welcoming new members and providing opportunities to introduce and involve them in the community. (CM)
Serving as primary liaison between community members and the company, and act as the community’s primary advocate to the company. (CM)
In this next step, you’ll choose the specific skills required for this position. As with the roles and responsibilities section, it won’t be possible (or likely necessary) to find a candidate that possesses all of the below skills.
Again, consider listing some skills as necessary and others as an added bonus. Also, list specific hardware, software, or applications your organization is using such as Adobe Creative Suite, Hootsuite, or Lumix GH5 cameras in this section.
Choose which role you want to hire. Common job titles associated with these skills are noted in parentheses.
Content Marketing – Demonstrated experience with successful management and execution of a content marketing strategy. (CCO, DE, ME, GD, SEO, BJ, VMM, SMM, CM)
Leadership – Successful experience leading a team in a project driven environment. (CCO, DE, ME)
Search Engine Optimization – A demonstrated ability to drive traffic to web properties from search engines. (CCO, DE, ME, SEO, BJ)
Social Media Marketing – Proven experience using social media channels to distribute and amplify the organization’s content, manage reputation, develop relationships, and drive website traffic. (CCO, DE, SMM, ME)
Editing – Proven editorial skills including strong language skills and the ability to adjust content to remain consistent with brand, style, and tone. (CCO, DE, ME, CE)
Blogging – Successful management of a business blog that furthers organizational goals. (CCO, DE, ME, CE, BJ)
WordPress – The ability to create content within and troubleshoot issues with the WordPress platform. (ME, CE, SEO)
Copywriting – An understanding of how to create and present content that persuades. (CCO, DE, ME, CE, BJ, SMM)
Lead Generation – Demonstrated experience with using digital and/or print content to generate leads and sales. (CCO, DE, ME)
Analytics – An excellent command of analytics platforms, such as Google Analytics or Omniture, to adjust marketing strategy and tactics. (CCO, DE, ME, SMM)
Design Platforms – Superior proficiency in creating images and photo manipulation with photo design platforms include Photoshop, Adobe InDesign, Adobe Illustrator, and Adobe Acrobat Pro. (GD)
Creative – A distinct creative mind in regards to typography, layout, design, and production, as evident by a professional portfolio. (GD)
Organization: Demonstrated ability to multi-task and meet a variety of deadlines. (ME, CE, GD, BJ, VMM)
Critical Thinking – Ability to identify trends and adjust strategy using analytical and quantitative problem solving. (SEO, VMM, ME)
Journalism – Demonstrated experience in investigating and producing research-based content. (BJ, ME)
Video Production – Demonstrated ability to create compelling visual stories that align with organizational goals. (BJ, VMM)
YouTube Optimization – Ability to drive traffic to video content from search engines and optimize videos for YouTube search. (VMM, SEO)
Social Media Marketing– Prove experience using social media channels to distribute and amplify the organization’s content; familiar with features, audience, and maintenance of key social media platforms. (SMM)
Social Customer Care – Demonstrated ability to handle a variety of customer service-related issues on the social web. (SMM, CM)
Communication Skills – Superior ability to create compelling narratives for internal and external audiences. (SMM, CM, BJ, ME)
Community Management – Demonstrated ability to develop and execute short and long-term community management strategies that influence growth, engagement, and community culture. (CMM)
Relationship Management – A strong understanding of how communities behave on the social web, and how to develop and maintain positive behaviors. (CM)
The level of education and experience you require for the role will depend on the salary you are willing to offer and the availability of talent in the area you are recruiting.
Keep in mind that digital marketing is still a young vocation. While a veteran in more traditional professions (think accounting or human resources) might have 20+ years of experience, the equivalent in digital marketing might be half that.
Choose the level(s) of education and experience you’ll require for this position.
The last step in building a solid job posting is the addition of salary and benefits.
Are you offering health and vision insurance? What about 401k matching? Lastly, add a paragraph or two about your company.
Here’s an example from DigitalMarketer’s job postings:
DigitalMarketer is a research, training, and certification company based in Austin, TX that focuses on sharing what’s new and what’s actually working in digital marketing with small businesses, agencies, and marketing professionals.
Our mission is simple: We want to help double the size of 10,000 small businesses by 2020, and we believe the best way to do that is to train a new breed of digital marketing professions so they’re able to leverage modern distribution channels to generate additional leads and sales for their companies.
We’re passionate about this mission, and we absolutely love what we do. If you would like to share in this mission, and you believe you possess an uncommon blend of marketing genius and entrepreneurial irreverence, then we invite you to apply.
A successful content marketer will be required to think creatively, strategically, and tactically. They are often also required to manage people and/or projects, meet deadlines, and provide proven experience in their given field of expertise.
The following sample interview questions are intentionally behavioral in that they ask the candidate to describe actual scenarios that reveal their level of experience. These are general questions that we ask our content marketer candidates, and should be adjusted to fit the role for which you are hiring.
Tell me about the most creative piece of content you have been involved in creating for an organization.
Tell me about the most successful content marketing project you have managed.
Tell me about a YouTube video you created that received a high amount of traffic from the YouTube search function.
Tell me about a time when you used data and analytics to adjust content marketing strategy or tactics.
Tell me about a time when you discovered a customer giving a negative review of the company on social media.
Tell me about a piece of content you were involved in creating that received high rankings and traffic from search engines like Google.
Tell me about a piece of content you were involved in creating that received high exposure from social media channels like Facebook, Twitter, or LinkedIn.
Tell me about a piece of content you edited, and how you strengthened that piece of content.
Tell me about a piece of content you were involved in creating that used persuasion to generate leads and/or sales.
To find qualified applicants, you can list your job postings on both free and premium job board websites, including:
Glassdoor is a free resource for job seekers to get access to over eight million company reviews, job listings, salary reports, interview reviews, office photos and more, so they can get a good feel for what companies are like as they consider application. Glassdoor gets over 19 million monthly visitors, the vast majority of which are in the US.
Portfolium is great if you’re looking for entry-level positions or internships. This site is a place for college students and recent graduates to showcase their work to potential employers. They have a free job board that you can use to recruit from their pool of one million students based on coursework, projects, and experience.
If you’re looking to go the freelance route, UpWork is an online aggregator of a variety of content marketers and other self-employed professionals. They have over 10 million registered freelancers and four million registered clients. While they do offer enterprise-level solutions, you can search and browse their network for free.
Indeed has over 180 million unique visitors every month from over 50 different countries, and is one of the leaders in job posting sites. They do offer a free option to post job listings, but they also give you the ability to get paid traffic to your listings to attract more leads.
Workable is a paid tool that posts your job listing on all major job boards and social networking sites, so you can knock out your recruiting efforts in one fell swoop. It also organizes candidate resumes and has a space for notes and feedback, so you can keep all of your important hiring documents in one place.
As the largest professional networking site, LinkedIn’s job posting feature puts your ad in front of qualified candidates, whether or not they are actively seeking a job. There is a free demo available if you want to check it out.
CareerBuilder boasts 24 million unique visitors per month and works with a wide variety of employers, including 92% of the Fortune 1000. It operates in the US, Canada, Europe, Asia, and South America and has partnerships with over 1,000 sites, including 140 newspapers.
SimplyHired is a targeted pay per click job board that includes job listings from 24 countries in 12 different languages. They get 30 million unique visits per month and over one billion job searchers every year.
Congratulations on committing the time and energy to hiring the right content marketer, the first time!
Whether, you’re hiring your first content marketer or expanding an existing team, consider onboarding your new hire the right way by certifying them as a Content Marketing Specialist.
In this class, your new content marketer will learn the most up-to-date content marketing strategies and methodologies that are actually working TODAY, including:
If you’re a business owner, this certification is a great way to learn content marketing yourself. It’s also a great way to train and certify members of your own team to ensure they’re up to speed on the latest trends and best practices.
If you’re an agency, this certification is a tangible way to show that you are a Content Marketing Specialist, which could help you attract and retain better, higher-paying clients.
If you’re a student, this certificate can set you apart from other graduates who merely have a business or marketing degree, by teaching you specialized skills employers today are desperately seeking.
If you’re an employee or marketing professional, this certificate can make you more valuable to your company, which is the surest way to get that raise or promotion you likely already deserve (but don’t have a tangible reason to request).
The Content Marketing Mastery class is an advanced, 6 Module, 40 Lesson online course.
At the end of each module, you will be asked to take a short quiz prior to moving on to the next module. Once you have completed the entire course, you can then sit for the final certification exam, and after passing this exam you will earn the “Certified Content Marketing Specialist” designation, complete with displayable badge and printable certificate (suitable for framing).
Ready to learn more and take the next step? Get all the details now.
The post How to Hire a Content Marketer: A Complete Hiring Kit for Recruiting, Selecting, & Training appeared first on DigitalMarketer.
Looking to hire a Content Marketer?
This hiring kit will give you the guidance needed to hire the right content marketer, the first time.
The term “content marketer” can refer to a wide variety of roles and responsibilities. You might be running solo and looking to bring ...Read More