There is no possible way to scale, manage, and optimize every channel to ensure a company’s story is being told without a dedicated content marketing team.
What does a content marketing team look like? Dan McLean, Director of Content Marketing at Vendasta, knows a thing or two when building one. Dan has not only developed a content marketing team in one organization but four organizations. He often sees stories getting lost when creating content because there has been a focus on content specifically based on SEO value. Dan makes a shift in the organizations he has worked with to tell the story that solves the problem. A content marketer needs to be purposeful, understand who they are writing for and the objective they are solving. Writers can lose sight of the audience; he reminds teams to deliver value, not a pitch.
Dan's words of advice, give a damn about what you do. Don’t think something is good enough, always do the best work you can do.
Dan McLean is the Director of Content Marketing for Vendasta Technologies. He is a seasoned communications professional whose previous experience as a content and corporate marketer includes stints at OpenText Technologies, Intelex Technologies, Rogers Communications, and Cisco Systems. Dan has a 25-year career in information technology as a journalist with IDG and the Globe and Mail, market researcher with IDC Canada, and executive communications manager who worked with the Canadian CEO for Cisco Canada.