Real Magnet

Turning Your Small Marketing Team into a Content Publishing Machine

Turning Your Small Marketing Team into a Content Publishing Machine

Javi Calderon, Content Marketing Manager, Real Magnet

Sure, everyone tells you that you should be producing encyclopedias of content in order to attract prospects, educate readers, and climb search engine rankings; but you’re no James Joyce, and you have plenty of other work on your plate. So, how can your small marketing team possibly write enough content to stand out in busy inboxes and social feeds?

Here are three tips to help your marketing team do more with less and make producing content a little more manageable.

  • Write about what you know. The goal of developing and marketing your content is to establish your organization as an expert in the field. Early on in this process, many organizations and marketing teams make the mistake of biting off more than they can chew. In other words, don’t try to take on the entire industry and write on every topic that you can think of.

    Sure, more content is great, but to a certain extent you’re doing a disservice to your goal. In your audience’s eye, someone who is knowledgeable about many topics is an expert at none.
    So, write about what you know. Try to hone in on areas where your organization really excels and outperforms the competition. Have a plan for what you’re trying to achieve with each individual piece and your content strategy as a whole. Not only will you find writing easier and quicker, you will also establish yourself as an expert on that niche within the industry. Readers who want to learn more will come back to your blog time and time again.
  • Get the whole organization involved. Maybe your marketing team is small, but you may have experts in a range of topics across your organization. Identify your experts and get them involved.

    This helps more than just your workload. Getting your experts involved in developing content helps increase their credibility in their field and builds your organization’s reputation. Not only will your colleagues feel more valued (and get a fun respite from their day-to-day duties) but consider how much easier it will be to sell your product or membership when the prospect recognizes your colleague from a great blog post they read a few weeks back.

    Does your organization already produce journals or reports? These can be great fodder for blog content. Scan for small, consumable and interesting stories that you can pull out of these larger documents and repurpose.
  • Contract outside help. Did you ever have a teacher tell you not to be afraid to ask for help? Well the same goes for marketing. For most marketers, there is simply too much on our plates to do it all ourselves – sometimes, we just have to ask for help to get everything done, and there is no shame in that.

    These days there are tons of marketing agencies, content providers, and freelance / contract writers out there who can do a phenomenal job of developing content to help you feed the beast. It’s much easier to manage topics and outlines, and edit for brand consistency, than it is to sit down and write several pieces a week on top of your regular workload.  

    Of course, homegrown content is critical to developing a voice and brand identity for your business, and there will be many topics that will require intimate, in-house knowledge to pull off successfully. So, as you plan out your editorial calendar, keep in mind which pieces need to stay at home and which can be farmed out to writers with less intimate knowledge of your organization. 

    Check out resources like our agency services page,, or Moz’s list of top marketing agencies to find great resources to ease the burden of writing content on your team.

To manage this web of writers, topics, deadlines and versions, appoint one member of your team to oversee this project. Keeping one schedule and one point of contact will streamline the process and generate a consistent flow of content.