On August 29, an audience of social media and marketing professionals gathered at Hygge to learn about resources to build a content team from Amanda Fowler, Communications Manager at OrthoCarolina. Amanda previously worked at the Charlotte Ballet and used her to experience there to speak about resources needed to build a content team, not just internally, but through tools and technology, audience and influencers, as well as non-marketing staff.
Idea 1 – Surround Yourself with a Good Team:
The first step in building a content team is simply surrounding yourself with a good team. Amanda’s content team at the Ballet went from three to six members and each member brought something new and different to the table, contributing a unique skill-set that helped the overall content strategy. Amanda elaborated, “My background is as a print news reporter and I always relied on sources – that’s the lens I often look through.” She included that is was important to build trust and gain buy-in over time with the executive team – keeping them in the loop and providing regular updates is often very helpful in that process.
Idea 2 – Invest in New Tools and Technology:
Amanda also stressed that it is important to invest in new tools and technology. At the Ballet, Amanda learned that it is important to take risks. She often made her case to her manager to change budget spends on technology to try out new editing tools or video apps to adapt to changing technology and make social content stand out. Some of the tools Amanda recommended are Canva (graphic design tool) and Playbuzz (allow content creators to create content in interactive formats like polls, quizzes, video snippet, slideshows and countdowns).
Idea 3 – Understand Your Audience and Influencers:
Another important part of building a content team is the ability to understand your audience and influencers. Amanda shared that your audience is your brand’s most powerful voice because they are able to give personal recommendations. Ask your audience to share their experience on social media and connect with them when they do share. Also, invite those in your community with a large social following, the influencers, to connect with your brand to help gain exposure. She also recommended giving them special perks such as inviting them to take pictures or videos when normally you are not allowed, going behind the scenes, and/or creating a special event just for them.
Idea 4 – Use Non-Marketing/Communications Team Members to Help Make the Brand Authentic:
Finally, Amanda spoke about how important the artists were to building her content team. In any organization, artists are the ones who help make a brand authentic. You can identify the “artists” in your company by looking at who is the best representative of the brand and who is already acting as a brand ambassador –promoting the brand without being asked to. The “artists” will help your company help build brand identity and find your brand’s voice. Build relationships with those you work with and collaborate with them on content.
One of the last thoughts Amanda left us with was, “Winning as a marketer today takes both art and science.” Boosting and deepening the resources that already exist, investing smartly in those that make the greatest impact and ensuring you analyze all that you are doing will make any companies marketing and content strategy stronger. Thanks to Amanda’s experience, those in attendance came away with some fresh ideas for content marketing and learned how their assets can be deployed across all social channels.
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