Caitlin Burgess

How We’re Building a Content Marketing Dream Team

Caitlin Burgess on Oct 19th, 2017     Content Marketing

A few members of the TopRank Marketing content marketing dream team.

As the digital landscape continues to grow and shift, digital marketing — particularly content marketing — has a majority stake in most brands’ marketing strategies these days. After all, nearly half of the world’s population now uses the internet, and we want our content to meet people where they are and when they’re searching.

As a result, brands and agencies alike are on the lookout for savvy, driven content gurus with proven writing, planning and strategy skills to add to their marketing teams — including TopRank Marketing.

Our agency was born when digital was the new kid on the block — and before modern content marketing came roaring onto the scene. We’ve rolled with the changing tides and now we’re on the cutting edge of next-gen content marketing — namely influencer marketing and co-creation. And if there’s one thing we’ve learned in nearly two decades of work, it’s that the collective talent of our team members is what drives our clients’ success and our company’s success.

So, we’ve doubled down on our commitment to bring top-notch marketers across disciplines into the TopRank Marketing family; we’re building a dream team. How? We’ve identified three core building blocks — building blocks we think every organization should consider during their search for talent.

As it relates to finding outstanding, strategic content creators, below I share what makes up those critical building blocks.

The Foundation

Like any profession, there are hard skills and a certain level of expertise that are must-have requirements for marketing writers. From our perspective, these foundational skills not only signal that a prospective employee can handle the “tactical” responsibilities of the job, but also thrive in the role and feel personal satisfaction. Some of those important hard skills include:

#1 – Seasoned marketing writing chops that go beyond the grammar basics.

The ability to create clean, easy-to-read and grammatically correct content is a basic requirement for any content creator. But we’re also looking for writers who can build a compelling narrative and draw on their creative juices to deliver something unique. We want storytellers.

#2 – Research skills rivaling that of an investigative journalist.

All marketers need to be subject matter experts (SMEs) in order to create content that resonates with their audience. But in an agency setting, writers often work across multiple programs and industries — challenging them to be adept experts in several areas. As a result, their research skills — and the ability to understand and interpret what they uncover — need to be on-point.

#3 – Aptitude for drawing out data insights and using them to bolster a narrative.

We live in the age of data, and that data can be used to paint a picture and add credibility to the content we create. So, coupled with the research skills requirement, writers need to be able to discover, internalize and draw meaningful data insights, and use them to strengthen the story they’re telling.

#4 – History of leveraging multiple content marketing tactics to drive an integrated strategy.

TopRank Marketing’s approach to digital marketing is rooted in the belief that integration is key to creating best-answer content that drives results. As a result, we’re looking for marketing writers who have experience leveraging multiple types of content — from social media to influencer content — that work together to achieve success.

The Structure

It’s no secret that one’s ability to thrive as a marketer goes beyond hard skills. Soft skills and personality traits are the building materials that bring it all together, defining the individual and the professional. For us, some of those important qualities include:

#1 – Exudes their own brand of creativity.

From our perspective, cookie cutter doesn’t cut it. The best organizations are made up of individuals who can approach content and strategy through a unique creative lens — which not only spawns out-of-the-box ideas, but also brings out the creative perspectives of other team members and helps all of us innovate.

#2 – Empathetic mind that can internalize problems and communicate solutions.

In order to create content that resonates and inspires, writers have to have a deep understanding of who their audience is, what motivates them and what pain points they face; they need empathy.

#3 – Thrives as part of a tight-knit team.

TopRank Marketing not only believes in integrated content marketing strategies, but also in integrated teams. Simply put, crafting great content is a collective effort, involving team members across disciplines. It’s cheesy, but teamwork really does make the dream work. As a result, we’ve found that the most effective writers embrace collaboration and use it as fuel to do great work.

#4 – Driven to grow as an individual and part of a collective team.

As it’s been said, we believe that client and company success is rooted in our talented team members. But the formula for success is ever changing, so we want team member who are hungry for growth in all areas.

The Spire

The final touch on any magnificent structure is the spire that sits atop. The spire is what stands out across the city skyline. For us, that defining characteristic is simple: An undeniable passion for what you do and who you do it with.

Our company culture is built on the passion our employees have for their work and their respective co-workers. After all, think about how much time you spend at the office. Without some love for the tasks and people who occupy that time, personal satisfaction and excellence can’t be found.

Interested in Joining the TopRank Marketing Dream Team?

That’s good news. We’re hiring! Check out our Careers page to see a full list of open positions ranging from content to design to digital advertising.

For you content masters out there, if you want a closer look at daily life at TopRank Marketing, read my “A Day in the Life of a Content Marketing Manager” post.

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