Building Content Teams

So, we’re going to cover content teams for brands within these revenue ranges:

• $0 - $1M
• $1-$5M
• $5 - $10M
• $10M+

$0 - $1M

Assuming you didn’t raise capital, this team is smaller. Scrappy. And wearing a lot of hats. Which is fine.

There are three layers to this team:

• Founder
• Part-Time or Full-Time Creator
• Ambassadors

Let’s walk through it.

1. Founder

It’s your job to get people to connect to your what (product/service) by creating content around your why (story/mission/values) and how (educational, inspirational, entertainment).

2. Part-Time or Full-Time Creator

This is dependent on funds. In a perfect world, you have a full-time creator working with the founder on their content while also creating content for the brand account.

Regardless, this creator wants to focus heavily on testing different content ideas and then re-packaging winning content into different formats.

3. Ambassadors

True ambassadors and influencers are seen as part of your content team. But as a small team, you want to find your small tribe of ambassadors that you can lean on for UGC and branded content.

The goal is to eventually sign the outliers to retainers.

$1-5M

Nothing changes on the founder side here.

But the next layer is:

Two Full-Time Creators

And these creators are segmented based on the content funnel.

Top Of Funnel Creator

Their job is to grow the number of people within your ecosystem aka follower base. This means focusing on different content series and formats that have the potential to go viral. Then scaling what works.

They’re focused on content to get followers.

Next is your…

Middle of the Funnel/Bottom Of The Funnel Creator

This creator is focused on three things:

• Product & Brand Education aka Middle Of The Funnel
• Scaling Narratives, Pain Points, and Benefits aka Bottom Of The Funnel
• Product Launches

They’re focused on content for your followers. And taking someone who followed you and converting them into fans and customers.

Then Influencers

Again I see influencers as an extension of your content team and they should integrate with your creators. It’s a mistake to just see them as individuals who need to hit X deliverables for your brand. They are part of the content strategy. And a big one.

The amount of influencers is dependent on the company's size.

And those ambassadors…

Keep scaling them. This is the beginning of your army. Especially as you start deploying cash into ads.

$5-10M

This is an interesting spot. Because if you have everything above then you’re just adding one role to the team…

A head of content.

And they’re responsible for connecting all the dots, building out the strategy, and making sure that every piece of content works in unison to hit your growth north star.

But it gets really interesting after $10M…

$10M+

Here we’re kicking it up a few notches again.

The Head Of Content becomes even more important because now they’re responsible for creating a strategy across the founder, full-funnel creators, TikTok, influencers, and ambassadors.

This covers the content:

• Pillars
• Volume
• Angles
• Narratives
• Pain points
• Benefits
• Formats

Then the Founder is going to scale their content too.

Which is why they need a dedicated videographer. At this point the founder is instrumental to building brand affinity.

The next layer we’re adding is a TikTok creator.

This person is dedicated to dominating the platform and owning search terms. More about that here.

Which is an arbitrage right now. And will be for the next year, maybe two.

On the influencer side, you’re scaling volume as you find more outlier influencers who truly embody the brand’s mission and values. If they don’t - don’t sign em.

The last hire is key to growth…

The Analyst.

The analyst is responsible for finding and taking ALL the learnings across social and relaying them to the different pillars within the marketing team.

Example:

A video highlighting a specific pain point went viral (100k views) therefore he/she relays how to position the pain point in an email campaign, sms campaign, landing pages, ads, etc

Now, every video is a data point informing the rest of the org.

To Wrap Up

These aren’t absolutes. This is based on how we’ve helped 7-9 figure brands build internal content teams. But every brand is different.