From content marketing team structure to ‘Whopper Neutrality’ – content marketing trends

Content marketing team structure doesn’t dictate success

According to a new study from Skyword, there’s no real association between content marketing team structure and end results.Content marketing team structure

This is great news for solopreneurs and SMEs who lack the financial clout to invest like the big dogs. As long as you’re smart about content marketing, you can achieve results that are just as good – if not better.

The study – which sampled almost 1,000 individual content marketers – categorised respondents into five groups:

  • Bystanders
  • Novices
  • Experts
  • Leaders
  • Visionaries

Zeroing in on the leaders and visionaries, you can see that there’s no one-size-fits-all approach to establishing a content marketing team structure.

Instead, the top performers tend to develop a content marketing team structure personalised to their unique requirements.

Both content production and content strategy tasks were taken on by a variety of different groups in a range of combinations. Those involved in the content marketing process included external (agency or freelance) content marketers, in-house marketing teams, executives and non-marketing employees.

*Graphic courtesy of Skyword

What do content marketing leaders and visionaries do differently?

The study also cast light on the types of things content marketing leaders and visionaries are doing differently:

  • 90% of leaders and visionaries publish an article, infographic, eBook etc. at least once per month, compared to 63% of novices
  • 100% of visionaries and 96% of leaders use a content calendar, compared to 42% of novices
  • 96% of visionaries and 70% of leaders use both brand standards and editorial guidelines, compared to 11% of novices
  • 91% of visionaries and 76% of leaders have editorial guidelines that address effective storytelling
  • 100% of visionaries and 91% of leaders with editorial guidelines in place use storytelling techniques consistently when creating content
  • 87% of visionaries and 81% of leaders state content marketing is at the heart of their team, compared to 32% of novices
  • Visionaries are less restricted by resources/bandwidth and budget, but are more hampered by growing in-house creative talent than other groups

So, next time you’re thinking about your content marketing team structure, don’t worry about the size or composition of your team.

Instead, select the best people for the job and target your content marketing efforts towards advanced planning, storytelling and other techniques used by the visionaries of this art form.

More than half of all brands will experiment with conversational commerce by 2020

Content marketing has been growing evermore dynamic for some time. However, the results of Econsultancy’s ‘Ecommerce Performance study might just surprise you.

When asked about their key priorities for experimenting with new content marketing techniques before 2020, 59% of company respondents and 40% of agency respondents cited conversational commerce.

Even if you’re not yet familiar with this phrase, you’ll probably be au fait with how related techniques work in practice. Chatbots, personal assistants, voice search and messaging app communications are all examples of conversational commerce in action.

To succeed in their experimentation, these brands are going to need to think carefully about their content marketing strategies. Here are a few key pointers:

  • Try to maintain some form of promotional aspect, but in an even more implicit way – visitors are interested in info, not a sales pitch, after all
  • Be respectful in terms of the tone and frequency of your communications – you’re entering into digital spaces that consumers might see as personal
  • Create process-orientated content that flows together seamlessly, enabling visitors to access the info they need fast
  • Generate content that’s optimised for semantic search; include long-tail keywords and try to answer a question directly

Conversational commerce is a natural progression for content marketing. Bear these points in mind and nail this technique ahead of your competitors.

Spotted in the news…

We’ve touched on the US repeal of net neutrality regulations, and the potential implications for UK companies, already. But, Burger King’s cheeky new ‘fly on the wall’-style ad (dubbed ‘Whopper Neutrality’) has taken things to a whole new level.

This ad asked shocked customers to choose from one of three Whopper production speeds; slow, medium or fast mbps (making burgers per second). Those wanting their burgers instantly had to pay up to $26 (around £18.40) for the premium service, and chaos ensued.

Thankfully, everyone leaves happy in the end (including Burger King, who has already generated almost 4m YouTube views). But, this touches on something deeper. Received wisdom has long held that brands should avoid politicised statements. However, 81% of Millennials expect brands to have a social purpose, while 66% are willing to pay more for products that come from socially conscious companies.