I’ve now built content design/content strategy teams from the ground up at three different organizations. In that time I’ve learned a lot. Here are 3 myths that I’ve seen – and believed – and would like to correct.

Myth #1: Starting a content design team is easier at a large organization

Myth: Starting a content design team is easier at a larger organization, because they’re more organized and have more resources.

Reality: The larger the company, the more processes.

Think of it this way: at a small organization, there are perhaps 5 team leads who need to agree to change their processes to allow content design to engage with other cross-functional collaborators. But at a large organization, there could be 50 team leads. Each team has been doing just fine without content design. They know they have low engagement, or they need something better, or maybe they’ve just been told “you’re getting a content designer” and see no value whatsoever. Regardless, all of those people now need to change their processes to incorporate content design. That’s 50 team leads who need to be convinced of the value of content design.

That’s not to say it’s easy starting at a small organization either. But the challenges are different. At a small organization you do have fewer resources. Change happens either immediately or not at all – and can rest on a single individual. At a large organization change takes more time, and has more starts and stops. But that also means there are many ways to approach making changes, and many content design allies to find.

Myth #2: Starting a content design team from scratch is the best option

Myth: Starting a content design team from scratch is easier than starting with existing copywriters/designers who want to be content designers.

Reality: There is no easier. It’s hard to start as an individual and build up interest before hiring. It’s equally hard to train a team of interested-but-not-experienced people to do a new job.

I briefly spent time at Digitas, where I was given a team of 5 web designers and copywriters who had suddenly been told “you are now content strategists”. Of the 5, only 2 had any interest in the role. On the plus side, I had people to work with, to help me learn about the company, and to develop a good team culture with. On the other hand, I had people who had been perfectly happy in their old jobs. 2 quit within the first month 2 are still content strategists/content designers to this day.

On the other hand, when I started at Verily I was quickly overwhelmed by the need to both execute on project work as well as strategize for building a team (and that was WITH a fantastic contractor!). I would have loved to have multiple team members I could put on projects. Prioritization was the name of the game, and I still spent over a year getting my bearings.

Myth #3: Team members will only respect content design if there is a clear process in place

Myth: Taking on ad-hoc work will make people think content design is optional or last minute

Reality: Initially, when starting a content design team, you have one job: evangelize. By taking on ad hoc work you have an opportunity to show teammates the value you can provide.

For example, when a designer asks for a “quick review” of mockups, you can provide that review, and ask to be brought in earlier to test the voice next time. In this way, the content designer educates the team on what they can do beyond “quick reviews”, provides immediate value, and sets expectations for the future.

Over time, that becomes less valuable. Once cross-functional team members understand the value of content design, and include content designers on their projects, the ad hoc work begins to dwindle. Those that do request it tend to be people who didn’t resource their projects well, and turning them down is beneficial, as it encourages a better process.

Starting a content design team is challenging and rewarding

At Verily I’m working with the most mature content design team I’ve ever had the privilege to work with. Would I take on the challenge of building a team from scratch again? Honestly, I’m not sure. It’s a delight to work with people who understand our role. It’s a relief to spend less time evangelizing why we’re needed, and instead focus on the work itself and how we can improve.

That said, it’s incredibly rewarding to build a fresh team. If you’re at the early stages of building your team I would love to know: what’s working well for you?