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Your 7 content marketing comrades

Social & Digital

Your 7 content marketing comrades


* This article is sponsored by and produced in association with Oracle to promote the Oracle Marketing Cloud white paper ‘Modern Marketing Essentials Guide: Content Marketing, which can be downloaded free.


No matter the size of your content marketing team, or whether its all in one room or spread over the world, everyone can benefit from this one tip: get to know the strengths, weaknesses and personalities of those with which you work side by side. 

Team make-ups differ across organisations, of course, but Oracle Marketing Cloud defines what it calls a ‘Content Comrade Roster’.

Titles and roles may vary, but this list was developed to help marketers rethink content roles and responsibilities to maximise content output.

Here are the seven content comrades, according to Oracle Marketing Cloud:

1. The content chief

The ringleader, the content connector, this is the person responsible for managing the high-level content marketing initiatives who likely reports to your marketing leader and translates corporate goals into content realities.

2. The content strategist

The primary content conceptualiser, writer, and likely the manager of third-party vendors or freelancers, if used. This person also creates launch briefs to keep the content team in the know, and serves as a liaison for other organisational departments to enable and empower with content.

3. The social media marketer

A strategic marketer focused on leveraging social advertising to extend the reach and virality of content assets. This person helps guide content development by providing visibility into the types of content that attract and engage in early phases of interactions with your brand.

4. The community manager

A ‘social butterfly’, the community manager helps spread the good word about content before, during, and after the release. This person can be instrumental in hyping up your audience, garnering feedback via social media, and supporting the circulation and reach of content assets.

5. The demand maven

The person responsible for managing your demand-generation initiatives, this person is an integral part of the content equation. You shouldn’t map out content activities without consulting the schedule your demand professional is keeping, and likewise he or she shouldn’t be developing demand generation emails without visibility into what’s coming. This person also helps advise the content team on where there are content ‘gaps’ in the engagement process.

6. The corporate comms/PR manager

The wrangler of your earned media, whether with an external PR agency or an in-house comms team. Content is dead in the water without the right person responsible for sharing it with the appropriate media outlets.

7. The promoters (AKA the rest of your organisation)

While the above key contacts are the primary players in content marketing, everybody has a responsibility for the circulation and success of your content. Ensure that there is a process in place for true enablement, and give your teams the resources they need to maximise your effort.


To maximise the value of your content output, consider the marketing activities surrounding assets as early as the idea phase. Make sure that your content comrades are plugged into content from the start so they can effectively support your efforts, but also to ensure that you’re creating content with a purpose.


To learn more about building stronger marketing, download the Oracle Marketing Cloud white paper ‘Modern Marketing Essentials Guide: Content Marketing’, in which you’ll find:

  • How content supports your organisation’s marketing and business objectives,
  • best practice guidelines for content planning, and
  • content as data: how you can use content insights to benefit your customers and bottom line.


FEATURED RESOURCE: Oracle Marketing Cloud has made the white paper discussed in this article free for download. You can access ‘Modern Marketing Essentials Guide: Content Marketing’ here » 


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