Creating content for your organization is table stakes in 2015, but many companies are still not sure how to structure their organization and team for optimal content creation. Who should contribute to content? Who should run content? How should the team be structured? And what is the process for getting content created? These are all questions that marketing leaders are starting to explore. Dayna Rothman, Sr Content Marketing Manager at Marketo, discusses the new and innovative ways that Marketo thinks about content marketing structure. You will learn: -How to think about content marketing as a service bureau -Who to hire for your content team -How content interacts within your organization -How to create content governance -How to structure your content flow and approval process

1. The Content Service Bureau: How to
Structure and Optimize Your Content Team
Dayna Rothman
Senior Content Marketing Manager, Marketo
@dayroth

2. Today’s Content Challenge

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Siloed content creation.

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Too much content.

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Marketo’s challenge
Demand
Gen
Content
Thought
Leadership/
Brand
Product
Marketing/
Customer
Content
Team ? ?

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...And then, where does content sit in the
Organization??
Demand
Gen?
Product
Marketing?
Brand?
Inbound Marketing?
Corporate
Marketing?

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12. The Solution

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Demand Gen
Content
PMM/Customer
Thought
Leadership /
Brand
Content Service Bureau and Committee

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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

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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

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Team Structure
Content Committee
Content Service Bureau
Managing
Editor
Associate
Editor
Writer Writer Writer Writer

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Making this a Reality
• Step 1: Choose your team
• Step 2: Choose your technology
• Step 3: Create your process
• Step 4: Roll-out!

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19. Step 1: Choose Your Team

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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

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Associate Editor
• Content Manager, Content Specialist, Content
Coordinator
• Responsible for:
• Content creation
• Copy editing
• Project management
• Coordination amongst teams
• Associate Editor of the Blog

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Outsourced Writers
• Agency
• Writer community
• Independent writers

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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?

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Internal Contributors
• Content requesters/reviewers
• Subject matter experts
• Content contributors

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Design
• In-house
• Agency
• Independent Designers

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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

28. Step 2: Choose Your Technology

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Problems with Content Spreadsheets
• Version control
• Lack of updating
• Too much information
• Can’t collaborate
• Poor project management

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Problems with Email Collaboration
• Emails get lost in your inbox
• Too much information to sift through
• Don’t have everything all in one place
• Too much communication

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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

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Questions to Ask
• How many people do you need to collaborate with?
• 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?

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37. Step 3: Create Your Process

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Content Request Process
Email
request
Creative
Brief
Approve or
add to
wishlist
Add to
content plan
Committee
approval
Add content
into
platform
Start
production

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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?

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• 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

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Content Creation Process

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Mimic Workflow in Tool

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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

46. Step 4:Roll-Out!

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Create Process Documents

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Schedule Training
• Provide multiple times and record
• Introduce concept
• Outline process
• Demo project management tool
• Answer questions

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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

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A solid structure and processes…

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…= content bliss

52. Thank You!
@dayroth
drothman@marketo.com