4 Practical Steps for Delegating Content Strategy

by Mar 27, 2019Content Strategy

4 Practical Steps for Delegating Content Strategy

by | Mar 27, 2019

Every company needs a media plan to coordinate your efforts and reduce wasted motion. And if you have a budget and no time, it might be time to delegate your media planning. But how? We’re gonna talk about exactly how to delegate your content planning, grow one of your staff and get success while you do it.

If you’re managing communication for your company, either as a brand manager, content strategist or marketing director, you’re publishing. Seth Godin famously claimed that every company is a publishing company, pointing to the need to understand ongoing communication to build and maintain momentum.

Knowing how to think about a media plan helps you to lead, but it doesn’t always get you down to the everyday. Now, here’s how to manage the work. It’s just an example. Add your own genius, experience or secret sauce.

Find the Right Person

It’s great to have someone with experience. But if you don’t, choose someone dependable, who knows what you’re trying to accomplish, who can use a spreadsheet, who isn’t afraid of numbers, who can understand the order of operations.

The hard part is someone who knows what you’re trying to accomplish. This is where your communication skills shine. Share with them a simple structure and let them build on it. Talk them through each one, asking them what they know about the topic.

Your goals is to get them all caught up with you. You want to avoid telling them they can do it how they want, and then, when they deliver, you add a bunch of new requirements. So get that all out of the way early.

Choose Your Mix

Give them a list of media channels to use to start. They can build on it later. But keep it simple for now. Maybe it’s just a blog post, building to some social media and a newsletter.

3 basic channels:

  • Blog: Here’s where you’re generating new ideas and showing off your expertise.
  • Newsletter: You want a media channel that you can build into an empire? A mailing list is what you want. The data you get from these is incredible.
  • A social media channel or two: A place where you can publicize your thoughts and build an audience.
  • Bonus: You need a place to send everyone. And this is usually a place you want them to land on your website. Maybe it’s your contact form or your mailing list signup. But you have to have something for them to do.

Get the Recommendation

Give them a week or a month to bring you their recommendation. Ask them for the following.

Channel Mix: What channels do they recommend?

Get them thinking beyond the list you gave them. Ask for one more media channel suggestion to get them thinking. Ask for a recommendation on whether to advertise paid or boost posts.

If they don’t show up with their recommendation or can’t explain it well, challenge them. It’s the only way they’ll know you’re serious about wanting both their contribution to the team and personal growth.

Budget: You’ve given them a budget. Now see how they’ve distributed it.

The first thing they need to know is what’s included in the budget. Man-hours? Printing? Or do you have internal printing resources? Let them know what they’re paying for from this budget and what’s already paid by overhead or other budgets.

Do you have prices for contractors or other vendors? Make sure they have those.

Then see what they’ve forgotten to account for or under/over-estimated. Other than the above, common things forgotten or under-estimated: project management costs to make sure everything stays on-track. Media placement, unless you’re doing that in-house. Comment below if there’s one we’re not thinking of.

Schedule: How have they laid out the media, given the budget you’ve provided.

Make sure things are spaced out intelligently. If they have a lot of things going out at times that seem sub-optimal, then ask them to find out what the best times of day/week are to send those things out. For example, it’s usually best not to ship a newsletter on a Monday or Friday because it’s just less likely to be read.

Measurement: How will they measure success?

Give them a lower boundary for how complicated it needs to be. Complication costs money. If nothing else, start them with some metrics that can be measured using Google Analytics or whatever analytics you’re currently using.

Delegation Makes You Go Further

So find the right person and give them time and the right guidance, and you’ll multiply yourself and keep your content on a good, effective tempo, getting your company’s genius and philosophy out there into the world.

Need help? Before you embark on this journey, consider your brand. Compelling content is great, but if your brand doesn’t earn their trust, it might compel them to get someone else to help them. At Resound, our system focuses on brand first, positioning you as the one who can help. Contact us to find out more.

And for more content like this, delivered monthly, sign up for our mailing list.

Resound Newsletter

Get more industry-leading branding and marketing insights like this delivered to you monthly.

Our Book Is Here!

Unlock the power of authentic branding to become a better marketer and business owner.

Latest Posts

The Key to a Smooth Branding Experience

You’ve decided to pull the trigger and invest in your brand, setting aside the budget and time needed to get things rolling. Your workshop is scheduled and you’re getting excited about the future. Or maybe you’re nervous about the investment and the process. Here are...

The Simplest B2B Funnel Strategy to Get Started

In B2B marketing, we're often supporting business development funnels. Basically, we're sending traffic to sales. Those are different from B2C funnels in that we're not trying to get people to buy. Instead, we're trying to get people to get into a conversation that...

Can Authentic Brands Be Canceled?

Last month, I wrote about how authentic brands that last and endure build a loyal community. This month, I’m tackling a logical, highly relevant follow-up question. Given the polarization that’s put everyone in our country under increasing pressure to take sides, can...

Don’t Improve Your Marketing Processes (Let Your Team Do It)

With the right marketing team, and clear process improvement objectives, you can change the entire culture of your organization and get a ton done…if you know how to ask questions. Many of us are doers or at least planners. We know how to get things moving. And hiring...

To Build an Enduring B2B Brand, Start Small

A strong, healthy B2B brand builds a community.  If a B2B brand is serving customers well and consistently, and guiding its employees with a strong vision, then its community will see the B2B brand through ups, downs, and adaptations to a changing marketplace. Of...

Brand Foundations Course

How to Unlock Your Remarkable Brand

Discover Your Brand Values, Brand Personality and Brand Story to get you and your team thinking about what your authentic brand is and how to manifest it.

Brand Webinars

Learn how to develop your brand’s foundation to get a competitive edge.

Unlock Your Remarkable Brand

Want to build unlock your remarkable brand and lasting relationships, but aren’t sure where to start? Set up a call and talk about it with Mike.

Your organization is remarkable – now start acting like it.

Our new book, You Are Remarkable, helps businesses and organizations unlock their authentic, genuine, real brand identities and express them effectively to their customers.