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Posts tagged with Team Structure

Introducing the Content Marketing Team Matrix

A few months ago I created the Periodic Table of Content Marketing, to provide a handy – and hopefully helpful - cut-out-and-keep guide for content professionals.

The table was both practical and tactical, which resulted in more than tens of thousands of shares, and hundreds of thousands of views. I remain humbled by its popularity, and the feedback I’ve had since I published it. 

Since then I’ve been asked many questions, of which two stand out: 

  1. Why does ‘content strategy’ only have one element dedicated to it?
  2. What kind of skills does a content team need?

To answer the first question, it’s simply that content strategy is such a big subject that it merits a table of its own, or something similar. There is much to be said about audiences, legacy content, global vs local approaches to management, team workflow, brand guidelines, and countless other important things. Watch this space.

The second question is one close to my heart. 

Since 2006 I’ve had the pleasure of assembling a marvellous team here at Econsultancy. We box well above our weight – there are only six of us on ‘Team Content’ yet we’re averaging more than a million stories read a month. Not bad, for a niche blog.

But what would a content team look like if I were to assemble one from scratch today? What skills are required in 2014, in the post-social, content marketing, mobile age? What is the perfect recipe for success?

company data analysts chart

Measurement and analytics: what resources do companies allocate?

Econsultancy’s Measurement and Analytics Report 2014 (in partnership with Lynchpin analytics consultancy) looks at trends in the industry, from skills and investment to technology and challenges.

I've picked up the report to take a look at how resourcing is changing in the world of data analysis. How many staff are companies employing to analyse data? What emphasis is there on new tech as opposed to people and process?

Enough with the rhetorical questions, let's take a look.

1 comment

How to improve your company culture with 12 simple decisions

First of all, let me say, I will try my best to limit the BS in this post.

Secondly, why is company culture being featured on a digital marketing and ecommerce blog?

The answer is simply because the biggest challenges to the majority of companies (aside from continuing economic stress) are:

  1. Moving to the cloud.
  2. Advertising/marketing/selling in a multichannel 'userverse' (maybe a bit of BS there).

One and two are enmeshed, of course. They both pose questions for any company’s technology and culture.

Last question before we go on to discuss seemingly simple decisions (on the face of it) is ‘what qualifies me to give this advice?’ I have never run a business, let alone a multinational.

The simple answer is because I’ve been looking at lots of feedback from our Econsultancy user survey in which box 33 asked ‘Please tell us whether there is a particular digital-related challenge your organisation is facing’.

Our users left a lot of valuable feedback, and much of it about their culture.