In Content Marketing, you first have to create content and then promote the content. No one person can do it all as there are just way too many facets to it.
We have a separate team for content creation that involves business unit managers, writers and graphic artists. Projects / Campaigns are identified beforehand based on the company’s objectives, a content promotion calendar is created and given to the content creation team. They create Infographics, custom images, write long and short articles, social posts etc. They hand over content to the Content Promotion team that goes about submitting to relevant sites, both social and traditional like press release sites, article sites, classifieds, and of course facebook pages, groups, Linkedin, Google+, Twitter, YouTube, Pinterest, Instagram to name the majors.
Depending on the type of campaign, we also use scheduling tools like Hootsuite, Buffer and SocialOomph.
Periodically we review Google Analytics, bit.ly analytics and social insights to see which content generates what kind of interest and is that consistent across channels / mediums or skewed towards one or another. Content Marketing is not cheap but has staying power and delivers long term benefits compared to PPC which is more one and done with no residual traffic.