Every B2B marketer knows the importance of generating compelling content for social media efforts. But you can't do it alone. To build a smooth running content generation team, you have to make it easy for others to participate. Here's a proven, real world approach.

1. Content Generation is a Team Sport
Encouraging Team Contribution to Content Generation by Making it Easy
Mike Marks, @MikeIMarks, www.enduro-marketeer.com

2. Agenda
Goals of our content generation effort
Tailoring content to our target audiences
Templates – as easy as 1, 2, 3!
Team contribution plan
Edit and review cycle – no writing required!

3.  Engagement builds pipeline and improves customer satisfaction
 Target audiences
 Current customers
o Business audiences
o Technical audiences
 Prospects
 Potential partners
Goal: Drive Engagement with our Target Audiences

4.  Current customers
 Strategy topics: Market trends, technology innovation, etc – marketing
 Technical - Case studies, best practices
 Technical - Product functionality
 Technical - Common FAQs
 Prospects
 Strategy, as above
 Case studies, as above
 Partners
 How to make money with our product
Tailoring Content to the Interests of Our Target Audiences

5.  Background
 Customer description – industry, size, location, technology challenge
 What’s the scenario, problem, customer issue that is going to be discussed
 Why is this a challenge?
 What’s the business/operational impact of this problem on the customer?
 3-5 step solution using our product
 What did we/they do to solve the problem
 Screen shots of data, either actual w/identifying data obscured
Technical Topic Template – Case Studies & Best Practices

6.  Product dashboard
 What’s the overall intended use of the dashboard?
 What does it show? The different panels in the dashboard, widgets, etc.
 What are the use cases for the dashboard
 What are the 3-5 questions the customer can answer with this dashboard?
 How does the navigation work for each question – among the panels, and various drop
down options
 Screen shots and pop-up notes to illustrate what is being shown
 What are the other closely related dashboards to be used with this one?
Technical Topic Template – Product Functionality

7. A Team Sport - Cross Functional Team Contribution Plan
Category Team Member Contribution Frequency
Enterprise strategy Marketing 1x/week
Technical - case studies Pre-sales (3) 1x/month (each)
Technical – case studies, FAQs Services (2) 1x/month (each)
Technical – product innovation Product Management (3) 1x/month (together)
Technical – mobile app problem solving Product Management 1x/month
Total 11x/month
 Overall Lead - Marketing

8. Making it Easy - Writing Is Not Required
•Write, if you
want
•Gather all
screen shots,
and points, if
you don’t
Develop
the
content
(you)
•Review your
draft/content OR
•Conversation on
the content so
Marketing can
write
First draft
(you,
Mktg)
Product
accuracy
Review
for
accuracy
(you,
Mktg)
•2 line
abstract
•Design ideas
Submit
the blog
(Mktg)
•Either
EUE2Day or
•Other outlets
Final
review &
publish
(Corp
Mktg)
3 days 2 days
7 days
 Design Goal: 1 week from 1st review to ready to publish