TEAM STRUCTURE & OUTSOURCING “OUR CONTENT TEAM HAS HAD TO UNDERSTAND NEW “Figuring out how content was measured by your predecessor vs. how you TECHNOLOGIES, FIND NEW SMES, AND UNDERSTAND NEW TARGET want to do it takes time, not to mention a content audit of what exists vs. PERSONAS. THERE WAS NO NETFLIX BINGEING FOR US. WE HAVE creating a calendar of what’s to come. BEEN RUNNING SINCE MARCH 13, 2020 AND WILL BE RUNNING FOR A WHILE.” “This is all normal, but I think it’s more widespread now than ever before. There are SO many new hires on big-tech marketing teams right now that “For whatever strange reason, we were the busiest we’ve ever been during institutional knowledge is gone for a lot of folks and/or we’re just trying the pandemic, so we’ve focused more on better content processes and things that haven’t been done before,” they continued. “Similarly, there finding the right staff to do the work.” are a lot of new hires in other departments that I lean on as SMEs, so they are figuring it out right alongside me.” One respondent mentioned the challenges presented by people leaving companies and new talent coming in: “A LOT of people changed jobs during the pandemic, so one of the biggest changes is that content teams are new right now — and being new to an organization comes with a learning curve to become an SME in that brand, even if you’re a content marketing veteran. 14