Following is a guest post by Roger C. Parker. Roger is a lifelong content marketer and frequent contributor to the Content Marketing Institute Blog. He learned content marketing in the take-no-prisoners world of retail advertising. He then wrote several bestselling marketing and design books. He’s worked with firms ranging from startups to Apple Computer, HP, Microsoft and Yamaha. Contact him at firstname.lastname@example.org or follow @rogercparker.
A successful, sustainable content marketing program requires teamwork, rather than isolated “star power.”
Often, the success of an organization’s content marketing program rests on a single individual. With good intentions, a firm hires an individual with strong creative credentials, but fails to provide the resources and structure needed to create a team.