the content marketing hiring handbook

8/11/2019 The Content Marketing Hiring Handbook

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ContentsHelpful Denitions

New Team, New Talent

Wean yourself o vanity metrics.

An interview with Joe Chernov

Understanding Your Content Needs

How Big Should My Team Be?

Your First Hire

You cant be a one-dimensional marketer.

An interview with Jason Miller

Advanced Content Hiring: Think Big

Content Team Job Description Templates

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Helpful DefinitionsContent Marketing:the technique of creating and

distributing relevant content to attract, acquire,and engage a clearly dened target audience with

the objective of driving protable action.

Content Pillar:a substantive and informative piece

of content on a specic topic or theme which can

be broken into many derivative sections, pieces,

and materials. Examples of content pillars includeeBooks, reports, and guides.

Editorial Board: a group of key players from every

department that inuences content. This team

meets regularly to provide insight and action for

content.

Editorial Calendar:a calendar to organize and

visualize your marketing initiatives in a single

place. Its often online and can be accessed by all

content team members.

Marketing Generated Opportunities: marketing

generated opportunities (MGOs) are qualied leads

that enter the pipeline through a marketing eort.


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New Team, NewTalentA business is only as good as its people.

And in content marketing, that saying couldnt be

truer.

Without the right people in place, your content can

op. When that happens you not only lose out onleads and sales, you pollute the market with more

junk.

But you can avoid that trap by building a content

marketing dream team.

Introducing the first ever

content hiring guide.Many organizations are ready to build a content

Nine of out 10 B2B marketers report prioritizing contentmarketing in 2014, making it one of the fastest growingsegments in marketing.


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team. But few know where to nd talent, or even

what qualities to seek out.

The truth is theres no one credo on who to hire or

how to do it.

So weve done the heavy lifting - including

over 100 hours of original research and surveys,

analyzed data, interviews with marketing leaders

from across the industry, writing, and editing.

Consider this eBook your hiring guide.

Use it for practical advice on how to structurea

content team to t your needs, who and what

to look forwhen sifting through resumes and

portfolios, which questions to askduring the

interview process,job description templates

for some of the most common roles, and eventestimonials from beginner to advanced content

marketing teams.


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From the Experts:Practical Advice forContent MarketingHiring

Joe Chernov, VP ofContent, HubSpot

Forget superuous numbers.

A six-digit Twitter follower count, tons of blog

shares, and an avalanche of likes dont matter

all that much.

As Joe Chernov puts it: youve got to weanyourself o vanity metrics.

He would know.

Chernov was one of the rst

people with content in

his title. Since then hessteadily risen to become

one of the most inuential

USE ANALYTICSTHAT REFLECT

YOUR POWERAS A MARKETERIN GENERATINGSALES.


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names in modern marketing, and was even named

Content Marketer of the Year in 2012.

Chernovs managed content teams as large as

nine people, is a vice president at one of the most

respected inbound marketing platforms, and has

interviewed and hired the cream of the crop for

content positions - from directors to interns.

His advice in content hiring is to focus less on

social stats and more on the numbers that move

a business forward. The most successful inboundmarketers are driving new business, not coming up

with the wittiest hashtags.

Content marketing should generate leads -

attracting the right kinds of people to opt-in to

the sales funnel.

So instead of being wooed by

the size of a candidates social

footprint, look for candidates

who can quantify their impact

on the business. Challenge your

interviewees to talk about the new

business generated through theireorts. Seek numbers that matter.

THE MOSTSUCCESSFULINBOUNDMARKETERS AREDRIVING NEWBUSINESS, NOT

COMING UP WITHTHE WITTIESTHASHTAGS.


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Of course, raw numbers arent the only thing you

should consider. There are three basic qualities

Chernov looks for in any content marketing

candidate:

Self-Reliance

Content marketers need to think on their feet,

write cogently, and produce quality content

independently. They need to have a nose for

subjects people will care about.

Baseline SkillsChances are you wont have time or resources to

teach several baseline skills like writing, design,

video production. Those skills must be already

locked and loaded.

As Chernov says: I cant teach somebody how

to write.I can teach the marketing part, thatsrelatively easy.

Is the Person a Bridge Burner or Builder?

More simply this means: is this person a jerk?

If yes, dont hire that candidate. Content teams

support all your organizational departments. If

your hire cant manage relationships, doors wontopen, and great content will be hard to make.


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Understanding YourContent NeedsTwo main concerns businesses have when

developing their content teams from scratch are

money and resources.

A content team cant be formed overnight. Finding

the right people, and allocating sucient resources

takes time.

But that doesnt mean you cant get started.

First assess what kind of structure your content

team should form. Some businesses need more

design resources than writers. Others nd they

need a bunch of writers and editors, and fewer

design-oriented team members.

Not all content teams look the same.

To give you an idea of a few tried-and-true

constructions, well rst describe the Kapost

model, and then share other possible formulas for

a content team powerhouse.


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The Kapost Model

Today, the Kapost content team looks like this:

But we didnt always look that way. Rewind two

years ago, and our team looked more like this:

Look familiar?

Perhaps you are the sole content marketer at your


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organization. Youve got a single body, a great idea,

the thumbs up from your CMO to develop a content

marketing department - and little else.

Our current team hasnt reached complete

maturity, nor do we think its the archetype for

every business.

But ours is a proven content team model, with

demonstrable results in lead generation, ROI, and

business growth. So if youre looking for a good

business case, lets introduce you to the team.


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SENIOR

DIRECTOR OFCONTENT MARKETING

Im here to set the strategy for our content and the team that makes it happen. That means

coming up with ideas for informing and educating our audience of customers and potential

customers, aligning that content with our goals and objectives, then putting in a plan for how

were going to produce, promote and measure all of it.


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Say hello to Jesse Noyes, Senior Director of Content

Marketing at Kapost.

Jesse holds the reins and responsibility for the

success of our content marketing objectives.

He is the cornerstone of our content operations,

in charge of the vision behind content strategy,

implementation, and execution of all Kapost

content eorts.

Hes also doing all of our content hiring.


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Role:

Oversees content creation from the content marketing

managers and owns the successes (and failures) of

content as it relates to the goals of the organization.

Manages our team of content creators and the

overarching goals and content strategy.

Works with executive team to develop quarterly goals

and benchmarks for analytics.

Provides the tools and guidance to his content team to

help them be successful.

He also creates, manages and runs the contenteditorial board - serving as a liaison between the

content team and the sales, customer support,

engineering, and product teams.

Key Characteristics:

Big-picture thinking

Great communication skills Proven writing skills

Expert managerial skills

Creativity

Strong knowledge of modern marketing frameworks


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SENIOR

MANAGINGEDITOR

I think of Managing Editors and Content Marketing Managers as Product Managers. Content

is our product. Its what we spend our time perfecting. Were constantly testing and researching

ways to make it even more valuable to prospects and customers, and establishing processes for

keeping development on track.


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Meet Anne Murphy, Kaposts Senior Managing

Editor.

Anne is the person in charge of running all content

logistics and operations. Shes responsible for

the editorial calendar, and works closely with the

Senior Director of Content Marketing, to ensure

the large-scale vision is logistically possible.

Role:

Oversees all the moving pieces of content from ideation

and production to distribution.

Copyedits all content to ensure stylistic and tonal

consistency.

Writes roughly one to two blog posts per week, as well

as manages one to two content pillars per quarter.


Organized Ability to manage people

Detail-oriented

Works well under deadlines and pressure

Whiz at headline writing

Copy editor extraordinaire


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These are the wordsmiths. At Kapost we havetwo: Liz ONeill and Jean Spencer. These gals are

talented writers, have a knack for syntax, and

typically read other peoples blog all the way down

to the bottom of the page.

In a phrase: They are the writers.

CONTENT

MARKETINGMANAGERS

I write about why companies should invest in their content and how they can

deliver it in a useful, relevant, and delightful way.

-Liz


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The community manager, Andrew J. Coate for

Kapost, is the person responsible for creating

important conversations and relationships

with a brand both online and oine. This guru

knows the best social tools, plugins, and tricks to

communicate with customers.

Role:

Start, contribute, and listen to online conversations.

Organize and monitor the social push of content assets

developed by the content team.

Foster Kaposts internal and external inuence groups:

e.g. brand advocates, business partners, industry

inuencers, etc.

Key Characteristics: Quick-thinking

Curious and excited to learn new online tools

Communicative

Familiarity with social media sites and management

tools

Able to talk, write, and express in engaging, very

human language

Outgoing and friendly

THE NUMBER OF PEOPLE WHO HAVE ADDED COMMUNITY MANAGEMENT

TO THEIR LIST OF SKILLS IS UP 46% YEAR-OVER-YEAR.


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WEB / INTERACTIVE

DESIGNER

Anything visual is on me to create. While collaborating with the team to generate

ideas around these visuals, it is my duty to take it from thoughts to real life.


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VIDEOGRAPHER

I shoot, edit, produce, and post-produce. I capture video content, reduce it down to

the essential and send it out into the world to inform and educate the public.


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Jacob Collins is Kaposts videographer. Video is one

of the most eective modes of classic content,

and its become increasingly important to hire a

videographer in-house.

Role:

Shoots and edits video assets like testimonials,

tutorials, product demos, and live event coverage.

Co-develops artistic direction with our web designer

and works to ensures visual consistency across media.

Animates motion graphics

Travels to conferences and expos to capture live events


Artistic

Mastermind in Premiere, After Eects and Illustrator

Expert in video production / post-production

Attention to detail

A knack for visual storytelling

Collaborator


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Ann HandChief Content Ocer, MarketingP

Youve Seen HowWeve Done It.Now Its Your Turn.

Your content needs likely dont align exactly with

ours. And neither will your content team.

According to Ann Handley, one of Forbes most

inuential woman in social media and a leaderin content marketing, no two content teams are

identical.

But there are some tried, and true, guidelines when

putting your team together.

First, two main things inuence any content team

construction: (1) your companys expertise, and (2)

your target audience.


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Your business expertiseinforms much of the

actual content and copy you produce. This could

include topics of interest, opportunities to educate,

and how you are positioned as thought leaders.

Your audience informs everything else. They

dictate things like:

Whoyou are talking to (the characteristics of your

audience)

Whereyoull publish information (website, Facebook,Twitter, Pinterest, mailers, tradeshow booths?)

Howyour information is delivered (eBook, vlog,

whitepaper, ecomm site)

Whyyou are creating content (address pain points,

educate buyers)

Whatever your audience likes, you, Content

Marketer, learn to give.

sweet spot

YOURCOMPANYSEXPERTISE

YOURTARGET

AUDIENCE


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Your First Hire: TheMinimalists Content Team

The rst role marketers hire for content teams

New to content marketing? Your company may

be looking for their rst or second dedicated sta

member.

Often, getting started is one of the trickiest parts.

(If youre a in the minority and ready to expand

your content team to the double digits, please skipto the advanced section.)

GO SEE OURADVANCED SECTION


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A bare bones content team is better than nothing.

So here it is, the big plunge. Your rst content

marketing hire.

The biggest piece of advice for a successful rst

hire: Appoint a strategist, says Ann Handley.

This person can be a full-time contractor or in-

house position, but the role is the same:

This person looks at problems on a big-picture scale andunderstands strategy.

This person has the authority and budget to make


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decisions and implement ideas.

This person understands the key role that audience plays

in content creation.

Nearly half of B2B marketers report hiring a writer

rst for their content teams.

Handley says she typically seeks a journalist for

this position because of their acute understanding

of audience.

Once you have your rst role lled, its time foryour second hire: the doer.

The doer is the person who can get your business

objectives done. It could be a graphics person, or

maybe one part-time writer. It depends on what

youre trying to produce.

These are the rst two people on your content

team; the cornerstones to a bigger team, and the

complete minimalists team.


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From the Experts:Practical Advice forContent MarketingHiring

Jason Miller, GlobalContent Marketing,LinkedIn

On writing Jason Miller says: The people who

enjoy writing are already making a living from it,

they are called authors. For the rest of us we have

to try a bit harder.

Yet, hes one of the top content marketers in the

industry. And isnt content marketing all about

writing?

As Miller puts it, he works on his writing every

day. Hes constantly writing, rewriting, reading,

YOU KNOW, IM NOT A BIG FAN OF WRITING. I WRITE EVERY DAY, BUT IT

NEVER GETS EASIER. AND IM CONSTANTLY CRITIQUING MY WORK. I HATE

THE PROCESS BUT I LOVE THE END RESULT.


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editing, critiquing, rewriting,

editing again, and nally

submitting. In the end, he often

likes what hes written, he says, but

every time the process sucks.

And yet, its committing to that

sucky process thats made Miller

one of the top modern marketers.

We asked Miller what makes a good content

marketing candidate. Of course, writing a lottops his advice chart.

But apart from that, he oered some concrete

advice on what makes a good content marketer.

BIGGEST PIECEOF ADVICE: YOUCANT WALK INTO

AN INTERVIEWAND SAY, IM ASOCIAL MEDIAEXPERT, GIVE ME

A JOB.


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WRITING IS ANART. FIND PEOPLEWHO USE THERIGHT WORDS.

1. The Candidate Writes Every Day.

This is the cornerstone of any good content

creator. The ability to tell stories, write complete

sentences, and come up with somethingcompelling takes practice.

So practice.

2. The Candidate Has Standards.

The successful content marketer embodies high

standards and doesnt believe content marketing

should be a bunch of u or clutter.

There is a lot of awful content out there. I cant

believe that someone can publish something thats

so horrible, look at it, and go, people might think

thats interesting, Miller says.

The candidate should createcontent that inspires, educates, and

sometimes entertains. Thats the

magic formula.

3. The Candidate Has A Filled Out LinkedIn

Profle.

Okay, so Miller works for LinkedIn, but this isnta brand push, he says. Its a real concern when

hiring a content position. Too many people apply


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for digital marketing roles without considering

their online identity. When hiring look for:

Up-to-date work experience and resume information.

A current, professional picture. A photo that does not have a beer in it.

LinkedIn is the modern resume, and a place where

content marketers who understand the digital

space can shine.

4. The Candidate Isnt One-Dimensional.Todays successful marketers arent just good

at one thing; theyre hybrid marketers. They

integrate old and new marketing tactics into one

overall marketing strategy.


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5. The Candidate Should Actively Participate in

Social.

She or he doesnt have to be an expert, but if youre

looking to hire a stellar content marketer thatperson has to have a good handle on social.

In Millers words: If youre not actively

participating in social, or engaging content.you

have no business working on a team I hire for.

6. The Candidate Has A Sizzle Reel.

In the world of everyones a content creator,

theres no excuse for not having something to

showcase, be it a personal blog, a fun SlideShare

presentation, or even an engaging Flickr prole.

Some sort of example is necessary, like a

highlight reel of all your social/content/writing

impact and analytics.

7. The Candidate Should Read and Pay

Attention.

A candidate should know which blogs and books to

read to keep up on content trends, tactics, and

news.

YOU HAVE TO BE ABLE TO WRITE WELL. THAT IS KEY. IF YOUR WRITING

SUCKS, YOUR CONTENT IS GOING TO SUCK.


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Think Big: Building AContent FactoryYoure no novice.

Youve already got a content director hired and

youre ready to build out a complete team.

Welcome to the advanced content hiring guide.

This section is designed to assist the 19% of

marketers who have six content employees or

more, as well as those looking to grow their teams

to that size. It addresses questions like: Where do

we build out our current team? Where do we need

the most people? How far will our budget stretch?

How Do We Build Out Our Content Team?

Content teams are always a reection of brand

expertise and audience. Whether you team is two

people or 25, the core principles dont change.

With that in mind, reect on your core objectives

and use them to build out your team. Here are a few

1.09% of marketers have 25+ people on their content teams.


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examples we see often in the marketing industry.

Is your audience avant-garde?Then standard

blog articles might not be for you. Being an early

adopter of new social outlets and mastering may be

your edge.

Is your audience more traditional?Adopt an

approach that suggests more reliability. Writing

thoughtful whitepapers, webinars, and eBooks

might woo this audience.

With that in mind, here are some of the most

popular infrastructures for content teams:


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The Avant-Garde


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The Visual


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How Far Will My Budget Stretch?

Theres no single answer to this question. So we

asked 528 marketers how much they typically pay

content marketers. Their answers can help you

plan, benchmark, and budget.

Average Salaries

ENTRY-LEVELCONTENT POSITION

MID-LEVELCONTENT POSITION

DIRECTOR-LEVELCONTENT POSITION

$41,584 $60,443 $103,928


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Job Templates forthe Most In DemandTitlesWeve researched the top job postings, asked

experts, and reected on our own job listings to

provide you with job description templates. Feel

free to copy andpaste any or all of the following job

descriptions in your own hunt for talent. Or use thejob description template to ll in your own needs,

requirements, and salaries.


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Director of Content MarketingAverage Salary $79,000

Job Description -The Director of Content Marketing is a passionate

and experienced content marketer who will lead

our companys content marketing strategy/

vision. This person works directly with the VP of

Marketing, identies content goals and initiatives,

and works with the rest of the marketing/content

team to execute those goals to drive awareness and

sales through content.

A successful candidate must have a solid

understanding of inbound marketing, demand

generation and lead management, as well as

expertise in creating engaging content for all

digital outlets (including website, collateral, email,

blogs and social networks). The ideal candidate isseen as an expert in the B2B marketing space and

loves to write we mean really loves to write. This

person can articulate our business in a compelling,

way. He or she is as much a marketer as a content

editor, and has experience in either journalism,

trade publications, or other B2B content

marketing.

Desired Skills & Expertise -


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7-10 years of digital marketing or content marketing

experience, preferably in the B2B industry

Masters/Bachelors degree in Journalism, Marketing, or

related eld

Excellent verbal and written communications skills

Proven ability to develop KPIs and dashboards and

benchmark reports to measure content engagement

success

You thrive in an accountable, metrics-driven

environment

Creative thinker and leader with the ability to deliver an

excellent product under tight deadlines Proven ability to collaborate and manage a team as well

as multiple projects


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Managing EditorAverage Salary $53,000

Job Description -We are seeking a top-notch editor who is

passionate about digital publishing and the future

of marketing. The Managing Editor works closely

with the Senior Content Marketing Manager to

execute on content objectives and goals. He or

she organizes all content creators within the

organization - both in-house and freelance - to

ensure that our story and voice is consistent

through our various modes of communication:

email, blog, content campaigns, and eBooks.

The successful candidate is a wordsmith, a stickler

for grammar, and considers it a bad day when

a typo is published in a headline. The person is

detail-oriented and organized, and must ableto work on tight deadlines. Ideally, he or she

has experience in the B2B marketing space, and

understands digital marketing, content marketing,

and sales enablement.


3-5 years of digital marketing or content marketingexperience preferably in the B2B industry

Bachelors degree in Journalism, English, PR, or related


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eld

Excellent verbal and written communications skills

Attention to detail

Proven ability to communicate with, and organize, avaried group of contributors

Knowledge of B2B marketing


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Content Marketing ManagerAverage Salary $68,000

Job Description -We are seeking a talented marketer with a passion

for writing and storytelling to join our company

as a Content Marketing Manager. The Content

Marketing Manager is responsible for developing

ongoing stories, articles, and angles for our brands

digital publications including: whitepapers,

SlideShare presentations, eBooks, videos, web

copy, and the blog. This person is extremely

creative and works well in a fast-paced, deadline-

focused environment.

To be successful, the Content Marketing Manger

must understand how information is read and

interacted with in a digital space, and specically

in B2B segments. Apart from being a demonstrablygreat writer, this person gets how people

interact with the web in order to transform simple

brand concepts into engaging, interactive - and

ideally - shareable stories. Ultimately the Content

Marketing Manger is responsible for engaging new

business and driving leads to our sales funnel.


3-5 years of digital marketing or content marketing


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Community ManagerAverage Salary $51,000

Job Description -The Community Manager works closely with the

Marketing and Sales teams to understand the

desired results of web-based marketing as a means

to engage and build relationships with consumers,

target audiences, and key inuencers in our

industry.

To be successful, the Community Manager must

be completely web progressive (think could be

a personal tutor for: Radian6, Buer, Sprout

Social, TweetDeck, HootSuite, Feedly, Boxer,

Evernote - and probably a half dozen more),

and exceptional at both starting and listening to

online conversations that are important to our

customers and brand. Understanding pop culture,being witty, thinking creatively, and responding to

conversations with urgency are essential.

Outside of managing online conversations, the

Community Manager is responsible for analytics,

reporting, and benchmarking community

activity as it ts within the larger organizational/marketing goals. This includes being the lead for

developing engagement strategy and maintaining


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the social calendar in relation to the overall

editorial content calendar.

Desired Skills and Expertise -

2-10 years of online marketing experience either in

community management, social strategy, or digital

strategy

Bachelors degree in Marketing/Public Relations or

related eld

Expert user of social media, beyond Facebook, Twitter,

LinkedIn - including things like Radian6, Buer, Sprout

Social, TweetDeck, HootSuite, Feedly, Boxer, Evernote,etc.

Experience developing ambassador programs

Examples of community-building eorts either using

social media or other platforms

Proactive in creating conversations and seeking

innovative ways to connect

Ability to manage multiple conversations via multiple

platforms: social, blog, email, internal, etc.

Outstanding written and verbal communication skills

Ability to translate complex ideas into simple, intuitive

communications

Experience in developing engagement strategy


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Web / Interactive DesignerAverage Salary $73,000

Job Description -We are seeking a top-quality Graphic and Web

Designer.

The Designer is responsible for designing and

developing world-class online (and sometimes

oine) marketing, branding, and web solutions

often from concept to completion. The successful

candidate must be highly experienced in web,

graphic, print, interactive, and innovative design

and maintain a high level of artistic standard, and

usability. This is a fast-paced position, and works

intricately with all aspects of the business from

product to marketing to sales and engineering.

A proven design talent and expert knowledge

in HTML, CSS, WordPress, and the entire AdobeCreative Suite is required, as is an excellent artistic

eye for visual storytelling.

On a day-to-day basis, this role is responsible for

creating, updating, and maintaining content for

the corporate website, email, landing pages, and

other web properties as well as innovative contentpieces. He or she must ensure all elements of the

UX (interface design, navigation, etc.) meet our


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business objectives and user needs.

Apart from owning the basic skillsets necessary

for talented design, the Designer has advanced

understanding web design including its trends,

limitations, and challenges (responsive, mobile,

tablet). He or she displays curiosity and is always

on the lookout for great design and loves to

bookmark amazing sites. The successful candidate

can self-manage multiple projects and is organized

enough to keep track of all graphic and web-based

design needs.


5+ years of web design experience

Degree in graphic design or a related eld

Well-versed in: HTML and CSS fundamentals, ASP, ASP.

net, C#, jQuery, CSS, xHTML, responsive web design,

mobile design, agile development, HTML5 and CSS3knowledge a plus

Stays current with \ web design technology, coding

languages, and emerging media communication

channels and trends

Experience with Content Management Systems

A passion for delivering beautiful, eective, results-

focused, creative work


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VideographerAverage Salary $51,000

Job Description -We seek an in-house Videographer to join our

companys content marketing team.

The Videographer works closely will the content

marketing team to produce compelling, shareable

video content for our target market and audiences.

The videographer works closely with the Senior

Content Marketing Manager and Graphic Designers

to execute concepts thorugh to completion. This

person must have exceptional video experience

in pre-production, production, and a technical

command of post-production tasks. Whether his/

her expertise is in Adobe Premiere or Final Cut

Pro, doesnt matter, but what does matter is their

ownership of the program and ability to craft to-the-point videos that drive home messaging.

The ideal candidate has a master mind for visual

storytelling. He or she is a self-starter and can

easily generate video ideas to support the overall

content marketing goals without oversight.


3-5 years in video production


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Bachelors degree in Film, Film Studies, Art, English, or

related eld

Experience as an in-house videographer is a plus, but

not necessary

Proven command of post-production video editing

software

Deep knowledge of digital production platforms,

including social outlets, as well as key video inuencers

and grassroots trends

An ability to conceptualize modern video needs in order

to capture and communicate brand messaging

Willingness to travel


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Liked this eBook?Share it on Twitter. It helps other people stumble uponthe resource, and hopefully the content hiring process is

improved for everyone.

Subscribe to our blog to follow the latest trends in hiring

and tons of other content marketing insights.

Thank you, and good luck in hiring!

Sources The 2014 Kapost Content Hiring Survey

Content Team Job Description Templates

Content Marketing Institutes 2014 Benchmarks,

Budgets, and Trends- North America

Average salary data from www.indeed.com

A special thanks to:

Ann Handley (follow her @MarketingProfs)

Jason Miller (follow him @JasonMillerCA)

Joe Chernov (follow him @JChernov)

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the content marketing hiring handbook

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