How do most corporations structure their content teams? What can you learn from them? In this presentation you'll learn about the five common content production models employed by old media, new media, brands, and agencies so that you can choose a content team structure for your organization based on your business model, content goals, and available resources. Check out the associated blog post for more info: http://hubs.ly/y0fT2s0

1. THE ANATOMY OF
5 m o d e l s t o i n s p i r e y o u r
t e a m ’ s s t r u c t u r e

2. Where Does Content Come From?
Our social feeds are full of new blog posts, curated links,
and YouTube clips from not only media outlets, but also
brands and creative agencies. How do these organizations
create all this content? What do their content teams look
like? And more importantly, how can your organization
create a sustained production model that will deliver
valuable content to your desired audience without
overextending your team?
NEWS blog

3. Where Does Content Come From?
In this presentation you'll learn about the five common
content production models employed by old media, new
media, brands, and agencies so that you can choose a
content team structure for your organization based on your
business model, content goals, and available resources.

4. Print may be dying, but newspapers’ hierarchical
editorial model is alive and well.

5. The Traditional Newspaper Model
MANAGING
EDITOR
MANAGING
EDITOR
PUBLISHER
NEWS
EDITOR
STAFF
REPORTER
STAFF
REPORTER
STAFF
REPORTER
STAFF
REPORTER
FREELANCE
REPORTER
STAFF
REPORTER
STAFF
REPORTER
FREELANCE
REPORTER
FREELANCE
REPORTER
FREELANCE
REPORTER
CITY HALL
EDITOR
EDUCATION
EDITOR
SPORTS
EDITOR
LIFESTYLE
EDITOR
EDITOR

6. The Traditional Newspaper Model
MANAGING
EDITOR
MANAGING
EDITOR
NEWS
EDITOR
STAFF
REPORTER
STAFF
REPORTER
STAFF
REPORTER
STAFF
REPORTER
FREELANCE
REPORTER
STAFF
REPORTER
STAFF
REPORTER
FREELANCE
REPORTER
FREELANCE
REPORTER
FREELANCE
REPORTER
CITY HALL
EDITOR
EDUCATION
EDITOR
SPORTS
EDITOR
LIFESTYLE
EDITOR
PUBLISHER
EDITOR
This model provides one-stop
shopping for readers with a
variety of news stories that are
"fit to print."
All decisions are approved on
one level before they can
move to the next.
The reporters at the
bottom cover
specific beats.

7. The Traditional Newspaper Model
A newspaper’s “total coverage” approach to news is too
resource-intensive for most companies. That said, several
brands stand out for their well-staffed newsrooms and
professional coverage of industry news.
A newspaper’s “total coverage” approach to news is too
resource-intensive for most companies, but several brands
stand out for their well-staffed newsrooms and
professional coverage of industry news.
Cisco’s tech news site The Network features experienced
reporters (with backgrounds at BusinessWeek, The Wall
Street Journal, and Forbes) producing stories on cloud
security and other important tech topics.
Dell's Tech Page One assembles both original and curated
content relevant to computer users and buyers. Content is
organized into three channels (Technology, Business, and
Lifestyle), and the quality of the articles is so high that the
site is included in Google News search results.

8. The Traditional Newspaper Model
The Traditional Newspaper Model is right for your
organization if ...
NEWS
New content is a core pillar
of your operation.
Your content reflects (or leads)
your industry's news cycle.
Content is critical to establishing or
maintaining industry recognition
and credibility.

9. Most new media (read: online only) have borrowed their
Most editorial online structure publications from magazine have borrowed publishing. their editorial
A small
structure editorial staff—from magazine including a publishing. handful of A staff small writers editorial
or
reporters—staff—sits including at the a center, handful orbited of staff by writers a constellation
or
reporters—sits at the center, orbited by a constellation
of freelancers, guest contributors, and special
of freelancers, guest contributors, and special
correspondents.
correspondents.

10. New Media Content Model
CONTRIBUTOR SOCIAL
VIDEO
PRODUCER
PUBLISHER/
EDITOR
MANAGING
EDITOR
4GUEST
CONTRIBUTOR
4FREELANCER
FREELANCER5
4SPECIAL
CORRESPONDENTS
4STAFF
CONTRIBUTOR
GUEST5
GUEST5
CONTRIBUTOR
EDITOR

11. VIDEO
PRODUCER
PUBLISHER/
EDITOR
MANAGING
EDITOR
SOCIAL
EDITOR
4GUEST
CONTRIBUTOR
4FREELANCER
FREELANCER5
4SPECIAL
CORRESPONDENTS
4STAFF
CONTRIBUTOR
GUEST5
GUEST5
CONTRIBUTOR
CONTRIBUTOR
New Media Content Model
While the staff at online
publications resembles a
magazine, the lead time for
individual stories (typically
several months) does not.
Video and social media editors
are both common in online
publishing, as well as “producers”
who create multimedia content.
Copy editors and fact checkers are
usually missing from the masthead,
and editors and writers are often
expected to check their work and
source or create visual elements
themselves.

12. New Media Content Model
What organizations are using this model?
Here are two of many.
Contently, a marketplace where brands meet journalists, has a
successful website called Strategist that features analysis,
video interviews, and in-depth stories about content marketing.
Freelancer—a sister site—offers tips to help entrepreneurial
writers market themselves.
The energy drink market leader publishes its own print
magazine, The Red Bulletin. While the publication is clearly
tied to the brand, it's far more than a simple marketing tool.
The Bulletin's revenue streams works just like most consumer
periodicals, with subscription, newsstand, and ad sales.

13. New Media Content Model
The New Media Content Model is right for your
organization if ...
You have the full-time personnel necessary to
coordinate content submissions and publishings.
You can develop a network of regular contributors
(inside-or-outside of the organization), especially
if you plan on publishing frequently.
The goal of content creation is to produce a
tangible return-on-investment in the form of ad
revenue, increased traffic, or lead generation.

14. Aggregation is another method of content “creation.”
Rather than contributors pitching ideas and editors
assigning stories, writers curate and redistribute content
published elsewhere.

15. The Aggregation Model
NEWS
AGGREGATOR
SOCIAL
AGGREGATOR
PUBLISHED
CONTENT
^
PUBLISHED
CONTENT
^
BLOG POSTS
AND LINKS
^
RETWEETS
AND SHARES
^
PUBLISHER/
EDITOR

16. The Aggregation Model
NEWS
AGGREGATOR
SOCIAL
AGGREGATOR
PUBLISHED
CONTENT
^
PUBLISHED
CONTENT
^
BLOG POSTS
AND LINKS
^
RETWEETS
AND SHARES
^
PUBLISHER/
EDITOR
Aggregation allows
organizations that lack the
resources for original
reporting to comprehensively
cover a subject.
Content is repackaged or
simply curated from
established media outlets.
Some sites also aggregate
content from (unpaid)
bloggers who trade their
content for use of the
publishing platform.

17. The Aggregation Model
Pure news-aggregates include Google News and The Drudge Report.
These outlets drive traffic to the sites housing the original stories
they distribute. The Huffington Post and The Daily Beast have roots
in aggregation, though they also now include original content.
Corporations using aggregation include:
GE, T-Mobile, United, and Viacom
all work with RebelMouse, a
social-aggregation platform founded
by former HuffPo CTO Paul Berry that
allows brands to aggregate their
social content—blogs, Tweet,
Instagram photos—into frontpage
web content.

18. The Aggregation Model
The Aggregation Model is right for your
organization if ...
You can identify content relevant to your industry
and audience that isn't already widely circulated.
You can add value to existing content, either
through additional analysis or tasteful curation.
Audiences should come to you first rather than
seeking out the original source.
You can package aggregated content in such a way
that it produces real engagement, such as social
media comments or retweets.

19. Brands and SMBs often bring in creative agencies to create content
on their behalf. This content may form the core of their content
marketing, or it may be supplemental to other efforts. Although an
agency can be tasked with producing day-to-day content, in most
cases the agency will focus on one or more large content projects.

20. The Agency Model
FREELANCER
^
DESIGNER
^
STRATEGIST
^
COPYWRITER
^
CLIENT
^
PROJECT
MANAGER
^

21. The Agency Model
FREELANCER
^
DESIGNER
^
STRATEGIST
^
COPYWRITER
^
CLIENT
^
PROJECT
MANAGER
^
The agency may recruit
freelance writers and
designers to contribute
to the project.
In most cases,
the client will
outline the
project goals,
and the agency
will execute
and deliver the
final product.
Project managers
serve as a firewall
between an agency's
creatives and the
brand.

22. The Agency Model
Substitute "publisher" for client, "editor-in-chief" for account
manager, "managing editor" for strategist, and the agency model of
content creation looks a lot like a traditional media enterprise. These
agencies have really nailed brand publishing:
Barbarian thrives at interactive, narrative-based content, such
as the healthy living lifestyle portal they developed for Kashi,
or the multiplatform content they created for GE that helped
humanize the large brand.
Razorfish is one the world's largest interactive agencies, and
has successfully executed high-profile content campaigns with
global brands like Nike and Mercedes-Benz to establish itself
as an industry leader in e-commerce and other tech initiatives.

23. The Agency Model
The Agency Model is right for your
organization if ...
There’s no one in-house to provide higher-level
strategic vision or tactical execution.
You don't have the resources or skills on hand
to build a team.
You need help now and don't have time to
build a team.
You have the budget (or can find the budget).

24. Hiring a staff of journalists and creatives to create content might
not be in the budget for many small or medium-sized businesses.
Dedicating even one employee to content creation might be a
stretch. But small teams can create engaging content using modest

25. The Small Team Model
HEAD OF
TWITTER
^
PRESIDENT
OF VINE
^
#1 YOUTUBE
FAN
^
BLOGGER
^
CHIEF
INSTAGRAM
POSTER
^
PROJECT MANAGER
^
COMMUNICATIONS HEAD
^
WEB DESIGNER
^

26. The Small Team Model
HEAD OF
TWITTER
^
PRESIDENT
OF VINE
^
#1 YOUTUBE
FAN
^
Empower each and
every employee to
share their expertise
on your company
blog.
BLOGGER
^
CHIEF
INSTAGRAM
POSTER
^
PROJECT MANAGER
^
COMMUNICATIONS HEAD
^
WEB DESIGNER
^
Put one person in charge
internal contributions to your
company content engine, but
let others volunteer for which
marketing "hats" they'd like to
wear.
Put an employee who's
passionate about video
in charge of
documenting office life
and interviewing
industry experts on
camera.

27. The Small Team Model
There are many SMBs successfully using this approach:
The Dollar Shave Club spent $4,500 on a video that got them
9.5 million views, 23,000 followers on Twitter, 76,000 Facebook
fans, and 12,000 new customers within two days.
Foiled Cupcakes didn't even have a storefront when their
strictly online business launched in 2009, but they did have
2,200 engaged followers on Twitter thanks to six weeks of
targeted engagement (read: chatting with anyone and
everyone in their target demographic).

28. The Small Team Model
The Small Team Model is right for your
organization if ...
Contributing marketing content is considered an
opportunity, and your organization is willing to
recognize and reward employees for their participation.
Wearing multiple hats is your team's only option until
more headcount becomes an option.
Your organization—collectively—has something
interesting to say about your industry.

29. Demand for digital content has driven old media to adopt practices
from new media, new media outlets to operate more like start-ups,
and brands and agencies to become publishing operations.
But which content model is right for your organization?

30. Conclusion
Several key factors will dictate your choice:
FACTOR 1: BUSINESS MODEL
If your business is newspaper or an
agency, you're probably going to
implement a variation of the Traditional
Newspaper or Agency content model.
But if you fall somewhere in between,
the content model that best suits the
structure of your business will likely
end up being a combination of two or
more of the five models we discussed.
CONTENT

31. Conclusion
Several key factors will dictate your choice:
FACTOR 2: CONTENT GOALS
Why are you producing content? Is to
draw attention to your brand? To sell
ads? To establish yourself as a thought
leader within your industry? Your
content goals should be reflected in the
type and frequency of the content you
create and share. These factors will, in
turn, determine the content model you
adopt to carry out production.

32. Conclusion
Several key factors will dictate your choice:
FACTOR 3: RESOURCE REQUIREMENTS
You can handle small-scale production
with an in-house team, but as you
increase your publishing frequency you
may need to reach out to a network of
contributors and freelancers from
outside of your organization. As your
resource needs and hierarchical
arrangements shift, so will your
content model.

33. Want to learn more about
how to turn your organization into a
content-publishing-machine?
Check out these free resources.
CLICK TO READ DOWNLOAD

34. Want to learn more about
how HubSpot’s content optimization
system (COS) makes publishing,
distribution & measurement easy for
nearly 7,000 content teams?
GET A DEMO