Content Creators and Content Distributors In addition to a managing editor, you will need some additional factory workers to help with two key areas: content creation and content distribution. While you can outsource these functions to freelancers, ideally they should be added as full-time employees to support your content factory and managing editor. 1. Start by hiring a writer who is not only savvy about your industry, but also with online 1" marketing best practices. He or she will be your primary content creator and should Depending on how have a strong background in journalism or a related field, or have experience writing for much content you another company in your industry. More specifically, you will want to find someone who: plan to create, you » Already knows your industry or who can get up to speed quickly may find that you » Has excellent research and interviewing skills need several writers » Knows how to create a variety of different types of content that are or that you need targeted to resonate with very specific audiences to supplement the » Has proven experience creating content that is optimized for search engines writers you have with » Is familiar with online marketing best practices freelance resources. » Understands how to capture a company’s voice and tone, 1" and how to accurately represent its brand 2. In addition to a writer, you will also need someone who is sharply focused on delivering your content through a variety of vehicles and programs. This person might be a social media specialist or a community manager and could be responsible for: » Managing content distribution through your website and other controlled sites, social media, direct marketing, relationship marketing, and various paid channels » Building your company’s online community » Finding opportunities to partner with other organizations to cross-promote content » Creating and distributing your company’s e-newsletter orking with industry influencers to help promote content » W Ultimately, filling both of these roles will go a long way toward building a team that has the expertise and manpower necessary to succeed. There are of course many other functions that you will need to run your content factory, from copyediting and proof- reading to videography and graphic design. Rather than hire people to do all of those things, you are better off supplementing your team with the help of good freelancers. It Takes a Content Factory! | 21