Chapter 3: Assembling the Right Content Marketing Team One of the biggest mistakes many expansion-stage companies make with content marketing is failing to allocate the right resources to develop a successful program. Rather than hire the right people, they add content marketing onto their existing marketing team's list of responsibilities. Doing so may seem pragmatic at first, but it is ultimately a short-sighted and flawed approach. Not only does it greatly reduce your chances of creating a true value-add program, it also distracts existing marketing team members from their other duties, making them less effective overall.