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A timely post about succession planning in content marketing - Francis Moran & AssociatesFrancis Moran & Associates

A timely post about succession planning in content marketing

Work with us

By Alexandra Reid

The hand off of a marketing position is a tricky process for many professionals. It’s made even more complex when a professional has an online presence affiliated with the company or is responsible for managing multiple online company accounts. In content marketing, this is often the case, and so succession planning in this industry can often mean ironing out a lot of messy details.

This post is timely because I’m currently going through the process of sorting through all the information my successor will require to take over my position here at Francis Moran and Associates. Yes, dear readers, I’m sorry to say that my time here is running thin. But fear not; you will be in capable hands and this blog will continue to provide regular and valuable posts on all things under the immense subject umbrella of what it takes to bring technology to market.

For those of you currently going through this process, here are some things to keep in mind:

1. Put all your eggs in one sharable basket

My former colleague Linda Forrest explained this process in her final contribution to this blog. “A best practice approach,” she said, “indicates that all of the information pertinent to running the account reside in a centralized location, be it a media database, shared internal server, designated Dropbox, corporate intranet or wiki. The particulars do not matter … But it is essential that the archive of materials, passwords to accounts, media and analyst lists and other information instrumental to maintaining the program is accessible to those who will be taking over the program.”

This is especially important in content marketing because this job often requires having access to multiple online accounts. As a best practice, ensure you regularly update your database with login credentials as well as important steps and best practices required to manage your accounts.

2. Designate new administrators


In some cases, knowing login credentials isn’t enough. Some social media accounts require that the current administrator(s) of the account designate new administrators. LinkedIn and Facebook are particularly important. Once you know the new person taking over your accounts, be sure to give them administrator access before you leave.

3. Hand over all necessary content

While most content designed for marketing purposes is swiftly posted online, there may be other ongoing projects still lingering on your computer that have yet to be completed. Be sure to hand over these projects with the necessary information for your successor to pick up where you left off.

Additionally, there may be other documentation that was developed for internal purposes. Be sure to share best practices, policies and strategies with your successor to ensure they’re brought up to speed.

4. Train

Unfortunately, not all professionals will have the time to stick around and train the new person on their day-to-day responsibilities. If you do have time, this process can be extremely valuable for the new person to quickly get an understanding of the flow of activities required to maintain a program. It’s one thing to hand off login credentials to accounts and quite another to sit down and go through the motions with your successor of how you monitor, manage and measure your activities and then present that information to clients and internal stakeholders. I’ve found many ways to save time in my day-to-day activities through the process of trial and error that a new person might not immediately consider. Going through these sometimes small and scattered details will help your company save time and money.

5. Clients

Last, if you’re a professional in an agency that provides content marketing services to clients, it’s imperative you inform clients of the transition. I’ve talked about the importance of client-agency communications throughout an outsourced content marketing program before. See for details: Outsourced community management: agency to B2B social media communications strategy, and Managing client expectations throughout an outsourced social media marketing program.

This isn’t my last day on the job, but it’s my opportunity to say thank you and goodbye. So, thank you contributors and thank you commenters for being such a wonderful and loyal community to this blog. I couldn’t have done my job without you.


Image: PassingTheBaton


  • Linda Forrest

    December 11, 2012 3:03 pm

    Parts of this post seem very familiar… 😉

    Best of luck on the next adventure, Alex.


  • Alexandra Reid

    December 11, 2012 9:07 pm

    Hey, I gave you credit 😉 Thanks for the kind words, Linda. I hope you’re keeping well.

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