Create a Content Powerhouse: How to Structure and Optimize Your Content Marketing Team
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Learn how to structure and optimize your content marketing team with Marketo's Ellen Gomes.
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Create a Content Powerhouse: How to Structure and Optimize Your Content Marketing Team
- 1. Create a Content Marketing Powerhouse: How to Structure and Optimize Your Content Marketing Team Ellen Gomes @egomes1019
- 3. It’s messy.
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 It’s in siloes.
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 It is overwhelming.
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 It can be frustrating.
- 7. It has room for improvement.
- 9. • Your 6 step process audit • Identifying your vision • Marketo case study • Challenges • Solutions • Results Overview
- 10. Time for a process makeover.
- 11. The 6 Step Process Audit Evaluate each step of your process and identify areas for improvement
- 12. 1. Your Technology Mix Questions to Consider: • What type of technology are you using for requests? Editing? Design? • Do your technology platforms “talk” to each other?
- 13. 2. Your Request Process Questions to Consider: • Where do you receive requests? • Once you have requests, where do you keep them? • Can requestors tell where their request is in your content process?
- 14. 3. Your Development Process Questions to Consider: • How many people are typically involved in your process? • How do you communicate with each other? • How do you determine what gets developed?
- 15. 4. Your Current Resources Questions to Consider: • What are you struggling to accomplish? Why? • Do you find that you have a high volume of requests and not the right resources to fill them? • Who is typically involved in your content process from start to finish?
- 16. 5. Your Design Process Questions to Consider: • How are you designing your content today? • What prevents you from reaching your ideal design?
- 17. 6. Your Publication & Distribution Process Questions to Consider: • How are you distributing & publishing your content today? Is it handing it off to another team or running programs? • What other teams do you interact with to publish and distribute your content?
- 18. Develop Your Vision 1. Identify your top 2-3 areas for improvement. 1. Address them by offering a solution. 2. Write it down.
- 19. • Your 6 step process audit • Identifying your vision • Marketo case study • Challenges • Solutions • Results Overview
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Demand Gen Content Thought Leadership/ Brand Product Marketing/ Customer Content Team ? ? How does the content team serve the organization?
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 ...And then, where does content sit in the Organization?? Demand Gen? Product Marketing? Brand? Inbound Marketing? Corporate Marketing?
- 23. • Your 6 step process audit • Identifying your vision • Marketo case study • Challenges • Solutions • Results Overview
- 24. The Solution
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Demand Gen Content PMM/Customer Thought Leadership / Brand Strategic Content Service Bureau and Committee
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Content Service Bureau • Determine content roadmap • Support content requests from various teams • Oversee content creation process • Ensure consistency of message and voice • Streamline content creation for scalability • Reduce duplicate efforts and resources
- 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Content Committee • Made up of key organizational stakeholders • Content governance • Set direction and review plan • Monthly or quarterly meetings for review • Final approval on key strategic assets
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Team Structure Content Service Bureau Managing Editor Associate Editor Writer Writer Associate Editor Writer Writer Content Committee
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Making this a Reality • Step 1: Choose your team • Step 2: Choose your technology • Step 3: Create your process • Step 4: Roll-out!
- 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015
- 31. Step 1: Choose Your Team
- 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015
- 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Managing Editor • VP of Content, Director of Content, Content Manager • Responsible for: • Content strategy and editorial calendar • Coordination amongst the teams • Content committee membership • Brand voice • Writing • Editing • Vendor vetting and coordination • Managing Editor of the blog Content Service Bureau Managing Editor Associate Editor Writer Writer Associate Editor Writer Writer
- 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Associate Editor • Content Manager, Content Specialist, Content Coordinator • Responsible for: • Content creation • Copy editing • Project management • Coordination amongst teams • Associate Editor of the Blog Content Service Bureau Managing Editor Associate Editor Writer Writer Associate Editor Writer Writer
- 35. Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Outsourced Writers • Agency • Writer community • Independent writers Content Service Bureau Managing Editor Associate Editor Writer Writer Associate Editor Writer Writer
- 36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Questions to Ask an Agency • Do you have writing samples? • Can we speak directly to the writers? • Are your writers in-house or external? • Is there a consistent account manager? • What are your fees? Are they hourly? Per project? Per word? • What is your turn around time? • Do you have writers who specialize in particular verticals on staff?
- 37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Internal Contributors • Content requesters/reviewers • Subject matter experts • Content contributors
- 38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 • All content needs a Subject Matter Expert (SME) • Owns expertise in content • Must help create outline and connect with writers • Must be involved in review process • Must give final approval Subject Matter Expert
- 39. Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Design • In-house • Agency • Independent Designers
- 40. Step 2: Choose Your Technology
- 41. Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015
- 42. Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Content Management Tools • Help you: • Organize and prioritize tasks • Project manage • Collaborate with multiple people • Keep track of content projects • Create an overall editorial calendar • Have everything all in one place
- 43. Page 43Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015
- 44. Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Questions to Ask • How many people do you need to collaborate with? And, what visibility do they need? • What is your content creation process? • Who needs to approve your content? • What steps are needed for approval? • Do you have separate workflows for different content pieces?
- 45. Page 45Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015
- 46. Step 3: Create Your Process
- 47. Page 47Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015
- 48. Page 48Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Writing Process: Content Style Guide • Who is your company? • Who do you sell to? • Who makes up the content team? • Style and writing tone • Grammar guidelines • Content types and structure • Content promotion
- 49. Page 49Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Writing Process: Creative Brief • What is your content idea? • What key topic does this address? • What form should the content take? • What business unit does this content support? • Who is the target audience? • What voice should this content have? • What goals are you trying to achieve? • What is the main thesis you want to get across? • Where will this be promoted and when? • What is the due date?
- 50. Page 50Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Content Request Process Email request Creative Brief Approve or add to wishlist Add to content plan Committee approval Add content into platform Start production
- 51. Page 51Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Content Creation Process
- 52. Page 52Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Mimic Workflow in Tool
- 53. Page 53Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Approvals • Make sure you have your list of stakeholders • Some assets may need more approvers than others • Set time limits for reviews/approvals—24-48 hours
- 54. Step 4:Roll-Out!
- 55. Page 55Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Create Process Documents
- 56. Page 56Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Schedule Training • Provide multiple times and record • Introduce concept • Outline process • Demo project management tool • Answer questions
- 57. • Your 6 step process audit • Identifying your vision • Marketo case study • Challenges • Solutions • Results Overview
- 58. Page 58Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 Iterate Over Time • What is and isn’t working? • Evaluate: • Your process • Your platform • Stakeholder reactions • Additional training needed • How often participants are straying from guidelines
- 59. Page 59Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 A solid structure and processes…
- 60. Page 60Marketo Proprietary and Confidential | © Marketo, Inc. 9/11/2015 …= content bliss
Notas do Editor
- Update with new cover from visual brand deck.
- Do you have an organized way to save the ideas that you or your stakeholders have for content? Where are you keeping that plan or even wishlist today, and how visible is it to the toehr members of your team?
- Processes and content requests are siloed.
- Too much content– how do you break through the noise? How do you create a strategy that’s effective, efficient and produces interesting content.
- How long does it actually take you to do a project? How can you plan your resources? Budget your time and estimate your capacity? How can you be more regimented about how you spend your own time and how you utilize your team members time?
- ----- Meeting Notes (9/4/15 14:38) ----- good transition
- Google Drive- Hootsuite- Your Marketing Automation tool- Your CMS platform- Your Analytics Tool-
- Distributed out into the world content vs. demand generation
- Example: Create a content organization that produces content that serves the entire organization, is aligned to our business needs and provides a consistent brand tone and voice.
- Here was the challenge we were faced with
- Previosu to this process makeover, we focused primarily on demand gen but there was not a leader or own for content that is customer facing, who owns thought leadership, customer case studies- it wasn’t on tone or on brand
- Where is the right place for content to sit? We have tried many different --
- Preface whether It’s a small or large organization you can pull some of these tips
- Who makes up the team? Who requests content?
- Content governance Are these the right priorites for the organization? Final approval of key strategic assets. If there is a large investment, it’s especially important to get that buy in
- Goals of the content team is to serve the organization
- How did we arrive at this process. It can realy be broken down into 4 steps
- This is what we think makes for a happy team
- Even if you are a small team, it’s important to have someone-even just 1 person- deidcated to creating content
- How to extend your team if you don’t have the internal resources to produce the amount of content that you need. Scripted, Newscred- great writing resources that are relatively budget friendly or freelance independent writers.
- Create a consistency of voice, looking for a seamless extension of your team. Event if this isnt an agency, you can still use this as a guide
- All content needs a subject matter expert. These are ppl we reply on to own the expertise of the content topics.
- Ellen
- REPLACE
- Dayna
- So like we’ve covered--- without implementing a specific process, your content marketing process probably looks like this bowl of spaghetti
- Best way to to this is to record this, write it down, and be specific.
- How do we prioritize
- How do you prioritize What other roles can fall into content—PR/social/Content – it’s to your benefit to have someone specific Is there content that we don’t focus on- we don’t mid/late funnel