In this content crash course for agency leaders, you’ll gain insight on how to enhance your in-house content production capabilities by breaking up with your freelancers, hiring a small but mighty team of rockstar writers, establishing a production process and timeline, and getting your strategy team on board. Mikaela Tierney, Content Production Manager at ThomasNet RPM, will explain how she transformed a high-stress, freelance-dependent content development structure into an optimized, 3-person in-house team that produces more than 85,000 words a month. By implementing just a few strategic moves (like learning to love spreadsheets and respecting the almighty deadline), you can overhaul your agency’s entire content approach and start producing strong, timely, and creative content in-house for your clients.

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CONTENT COMEBACK
How to Transform Freelance Chaos into
a Kickass In-House Content Team
Mikaela Tierney
Senior Digital Marketing Production Manager,
Results-Powered Marketing

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1. RPM Overhaul
2. How to Build Your Own Kickass Content Team
AGENDA

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1 RPM OVERHAUL

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We
changed
EVERYTHING.

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words
536,550

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99, 121 words
To Kill A Mockingbird
By the Books
211, 591 words
Crime & Punishment
536,550 words
RPM Content Team
587,287 words
War & Peace
311,596 words
The Fountainhead

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536,550 words
3 writers
~178,850 words each

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2 BUILDING YOUR OWN
KICKASS CONTENT TEAM

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1. STOP
RELYING ON
RANDOM
FREELANCE…

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2…HIRE A
TALENTED
(SMALL)
TEAM

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Quality Over Quantity
Shelagh
(Content
Writer)
Helen
(Copy
Editor)
Andrew
(Sr. Content
Writer)

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Build a Strong Team
Shelagh
(Content
Writer)
Helen
(Copy
Editor)
Andrew
(Sr. Content
Writer)
Look for candidates who are:
• Strong writers (in-person)
• Not experts, but strong researchers & quick learners
• Culture fits

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3. LIVE &
BREATHE
DEADLINES

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Learn to Love Spreadsheets

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4. DEMAND
QUALITY

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Expect the Best

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5. GET
TEAM BUY-IN

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Develop a Process – And Stick To It

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6. RECOGNIZE
ACHIEVEMENTS

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Illustrate the Impact

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Celebrate the Wins

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1. Stop relying on freelance
2. Hire a talented (small) team
3. Live and breathe deadlines
4. Demand quality
5. Get team buy-in
6. Recognize achievements
Steps to Success

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Get in touch!
(Templates available on Twitter)
@mikaelatierney
linkedin.com/in/mikaelatierney
mtierney@thomasnet.com