Content Marketing Blog mint

Content Marketing Blog

Marketer to Maven

Making Content Marketers Better Managers

When a sports team wins a big championship, the success is credited to two major factors: the players and the coach. One could argue that a team is only as good as the direction they’re given. That’s why, it’s no surprise that the best coaches in NBA, NHL and the MLB are loved by their teams. Whether they’re coaches, mentors or simply managers, regardless of your field of expertise, the person responsible for giving direction and instruction has a pivotal job on their hands.

For content marketers, giving direction to your writers can be tricky – especially if you’re not a writer yourself. From creating briefs to providing concise instructions, marketers must balance giving the right amount of direction without hampering creativity.

Content Marketing the Military Way

While being a maverick has its merits, having structure can make a marketer’s job a lot easier. According to marketer and CEO of Spartan Media, Jeremy Knauff, having structure enables marketers to manage their writers in a way that enables them to "inform, educate, and persuade (their audience), and to do so in a much more efficient manner."1  In his article for the SEO Journal, he outlines his military grade tactics for structured management. Here are some of the most relevant methods for marketers to adapt:

  • Context before Content: As a marketer, it’s pivotal to give your writers the critical information before they start writing their content. This includes identifying your desired audience, the correct tone and voice of your brand (or your client’s brand) and the platform that the content will be published on. After all, not all platforms are the same.
  • Mission Possible: A good brief should include context and a clear mission. What would you like this article to accomplish? It’s important to specify whether you’d like the content to raise awareness, push a hard sell, or simply educate your audience. As Knauff puts it, "Knowing exactly what we want to accomplish with a piece of content enables us to take readers down a precise path with maximum efficiency."
  • Clarity Begets Precision: This point might seem redundant, but it’s important. Brief your copywriters on the details for delivery, including the date, the time, and the format. Depending on your team and your field of expertise, your content might need to be double-checked. Having concrete timelines helps you manage your team and time better.  It’s also a good call to specify your availability and how your team can access you for guidance.

Extra Set of Eyes Works Wonders!

For marketers, the job doesn’t just end at delegation. It’s also about ensuring the quality of your content is on target. Make it a rule of thumb to check for certain things like editorial guidelines and references to make sure the content is validated and properly cited. It’s also important to ask certain questions:

  • Does this content speak to my audience in an authentic way?
  • Is this content relevant to my audience’s interests?
  • Does it communicate its mission well?

These small steps can make a huge difference in the quality output of your work. As a marketer, this proven process can help you distinguish the good from the great and find new ways to push your writing team to the best of their abilities. 

Writing not your strongest suit? Our team of trained SEO copywriters at MintCopy can help you create effective digital content for your business. Our copywriting agency, headquartered in Ontario, Canada, can help you produce consistent, high quality content with the best SEO practices.

You can reach us online or call toll free at 1.888.646.8003.

Follow us on Facebook, LinkedIn and Twitter to stay updated on the latest content marketing trends.

1 Jeremy Knauff. How to Keep Writers on Track with Military-Grade Planning. https://www.searchenginejournal.com/assigning-content-to-writers-five-paragraph-order/293183/#close

Share


Recent Posts

Sheetal Pinto - 8/4/2022 06:00

And Why It's Important!

Featured snippets on Google are valuable digital real estate for your content marketing assets. These snippets are quick answers to search questions. Although snippets are designed to provide answers for the user without having to clickthrough to the page, Hubspot found that content with a snippet had a higher click-through rate of 2x or more, making this search feature important to your SEO strategy. If you can get your copywriting featured as a snippet, it builds your authority and visibility.

Sheetal Pinto - 7/21/2022 06:00

But Your Audience is Looking for Value!

Events can be a great way to promote your brand but getting people’s attention in the current landscape can be difficult. Start with an extensive content marketing plan that entices your audience to attend your event because they see VALUE in it. Here are useful content tips for event marketing.

Sheetal Pinto - 7/7/2022 06:00

Move Over 'Engine'; It's Time for 'Experience'

Work smarter, not harder can be applied to many different situations. Content marketing relies on artificial intelligence, but even so, your content can work smarter for your employees and customers. The key is using best practices and the right technology for SEO and copywriting.

Sheetal Pinto - 6/16/2022 06:00

Use the Right Content Nails!

‘Cinderella' is the classic rags to riches story. Her sisters wanted to marry the prince, but just dressing up as princesses wasn't enough. Nothing the sisters did could make the prince choose them. The glass slipper had to fit. The real match happened when the slipper fit perfectly. Content marketing is much like that fairytale perfect fit. Personalized content can be that perfect fit. Here's how to use the data you have about your customers to make the content fit.

Sheetal Pinto - 6/2/2022 06:00

Don't Rely on Endless Spreadsheets for Keyword Optimization

Phil Frost, Founder and COO of Main Street ROI, says, “Successful SEO is not about tricking Google. It’s about PARTNERING with Google to provide the best search results for Google’s users.” Google indexes information to provide relevant search results, not to make marketing easier. When you keep that in your mind as part of your content marketing strategy, you can use keywords to support your SEO strategy to provide engaging content that delivers value to your audience.

Sheetal Pinto - 5/19/2022 06:00

What You Need to Know

If there’s one thing you can count on, it’s that Google is going to update its search algorithm. Some experts estimate that Google makes 500 to 600 updates annually, or once or twice each day. Most of these changes don’t have a significant impact on your SEO strategy, but every now and then, one comes along that can have serious repercussions. Learn more about two new features of Google search that help users verify and evaluate search results.

Sheetal Pinto - 5/5/2022 06:00

Google, one of the largest companies in the world, relies on artificial intelligence for hundreds of it projects. It can seem a little hypocritical for Google to tell businesses that they can’t use AI-generated content on their website. Back in 2010, Google’s John Mueller said that using automated translation tools to create content for your website “could be viewed as being against our Webmaster guidelines.” Here we are, over 10 years later, and Mueller just tweeted that “content generators have been around since the start of the web…Most sites…don’t need help creating low-quality content.” There’s a big discussion in the SEO industry about AI-generated content.

Sheetal Pinto - 4/21/2022 06:00

One of the toughest things about creating content is coming up with ideas. You can research keywords all day long, but if you can’t come up with topics around those keywords, your content may fall flat. If your in-house copywriter is struggling to keep up with a content calendar, you might be thinking about working with a content agency. Use these questions to prepare for a meeting with the project manager or as starting points to create your own content. 

Sheetal Pinto - 4/7/2022 05:54

There just isn't a 'softer' way to say this; it's bad. Duplicate content, as defined by Google, “refers to substantive blocks of content within or across domains that either completely match other content in the same language or are appreciably similar.” Google highly recommends avoiding duplicate content. The key reason is that the ranking of the page on search engine results may suffer. This means, your audiences will not find your content, and when they do, they are unlikely to consider it useful. Understanding how Google handles duplicate content can help you elevate user experience and create a better content marketing plan.

Sheetal Pinto - 3/24/2022 06:00

Modern customer expectations have dramatically changed over the past few years. Although the pandemic certainly influenced customer behaviour in many ways, customers were already trending towards transparency and social responsibility from the companies they patronized. Creating content that shares your values and mission can bring your audience together to support your brand. Here are some ways to create connections to your audience through content marketing.