There are many ways to organize a highly effective B2B content-development team, and this will vary significantly based on your industry, company size, and maturity of your marketing organization.

If you’re just starting out, this team might consist of just a single person who has to wear multiple hats. At the very least, you will need a marketing manager who is an expert in acquisition and a seasoned writer to work alongside them.

 Marketing Manager: Responsible for managing all marketing programs—including all project plans and team members, as well as all customer-acquisition channels (owned, earned, and paid)—and optimizing the entire marketing funnel. This person is going to be the cornerstone of your marketing organization and someone you will want to build the rest of your team around. They need to possess leadership skills, be highly entrepreneurial, have a strong understanding of marketing operations and analytics, and have at least a few years of experience running high-performance B2B marketing programs.


Content Manager (Writer): Responsible for producing and leading content-creation efforts, which include blogs, white papers, case studies, videos, etc. Great writers are hard to find and are in high demand.


You will also need a designer to craft professional-looking marketing materials, as well as a front-end developer to perform integration work with your CRM and help create any additional website pages you’ll need. Initially, both of these roles can be part-time, or you might get lucky and find a person who possesses design skills and enough front-end development skills to get by.

Recruiting, training, and managing team members to jumpstart content marketing, or increase the velocity of existing efforts, can be very costly and time consuming. This will come down to your resources and business strategy, and in many cases you might want to consider working with an external agency that can act as an extension of your team and allow you to accelerate your time to market with minimal time investment on your end.

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