The Content Conundrum 2 People: How to Structure Your Content Team 3 Process: How to Deﬁne A Process That Works What You’ll Learn Today 4 Tools: Find The Right
Limited Resources (mo’ time, mo’ money, mo’ people)
Conundrum Demand for More Content Blogs eBooks White Papers Video Case Studies Sales Enablement Webinars
How do you cut through the clutter? How do you get in front of your audience? How do you hold their attention?
What is a 10x Content Marketer? Someone who is productive and on target with your goals. To be a 10x content marketer you must create, manage and optimize ridiculously good content in a consistent and repeatable way.
This come down to three things. (In that order.) People Process Tools
Disclaimer: You Already Kinda Know What You’re Doing Before worrying about but process… Understand buyer personas Document strategy and goals Align w/ Buyer Journey Align with Lead Gen Oﬀers Align with Corp. Calendar
How to Structure Your Content Team
Establishing a Process Organizational Process (the big picture) Core Content Activities Evaluate Content/Business Goals
A Simple Process Plan Create Publish Promote Analyze Adapt
A Less Simple Process
The Content Cycle Creation Content Experience Publishing Promotion & Distribution Measure & Learn
The Functional Process Behind It Creation Content Experience Publishing Promotion & Distribution Measure & Learn Content Brainstorm Editorial Calendar / Timelines Drafts Submitted Edit & Format Design / Experience Schedule to Publish
Creation Content Experience Publishing Promotion & Distribution Measure & Learn How do we make this more eﬃcient? Content Brainstorm Editorial Calendar / Timelines Drafts Submitted Edit & Format Design / Experience Schedule to Publish The Functional Process Behind It
Rapid Prototyping (Quickly and easily get feedback on a content idea.) Social Media Talk to your team Talk to a customer Start small (i.e. blog post, then eBook) Making Process Better
Parallel Processes Making Process Better Content Brainstorm Editorial Calendar / Timelines Drafts Submitted Edit & Format Design / Experience Schedule to Publish
Design / Experience Schedule to Publish
Make Meetings Better Deﬁne your purpose Set a time limit Stand up! Invite the right people Making Process Better
BREAKFAST The chicken was involved. The pig was committed. Invite committed people to your meetings. (h/t @ksgreen) Making Process Better
Consistent Drip of Ideas Editing / Proofreading Repurpose Content ! Video to Audio ! Roundups ! Slides / Infographics ! Articles to eBooks (vice versa) ! Update existing content (Moz example) More Tips for Faster Content Creation
Tips For Optimizing The Content Experience First thing is ﬁrst.. What are your goals. Lead Generation Great content isn’t enough. You need room within the content process to optimize the experience for lead capture.