This document outlines Marketo's formula for content marketing success at the enterprise level. It recommends establishing a content service bureau and content committee to govern content creation and ensure alignment. The content team should include roles like managing editor, associate editors, writers, and subject matter experts. It also recommends choosing content management and marketing automation tools to facilitate collaboration and distribution. Finally, it provides guidance on creating standard processes around areas like style guides, briefs, requests, creation workflows, and approvals to scale content production. The goal is to develop an efficient and scalable system to serve the needs of different organizational teams through strategic content.
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The Formula for How Enterprise Marketers are Succeeding with Content Marketing [RESEARCH]
1. The Formula for How Enterprise
Marketers are Succeeding with
Content Marketing
Joe Pulizzi, Founder of Content Marketing Institute
Ellen Gomes, Sr. Content Marketing Manager, Marketo
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 --
How do you take your content marketing to the next level? Let’s take a look at the process we put in place to drive our content marketing forward, make it more effective,
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
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.