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Hana Abaza, VP Marketing at Uberflip
How to 10x Your Content Team’s
Productivity
June 18, 2015
@ThueLMadsen #KISSwebinar
Join the conversation on Twi er
Thue Madsen - KISSmetrics - @ThueLMadsen
Thue is the KISSmetrics Webinar Wizard and Marketing Ops
Specialist. Before joini...
@HanaAbaza #KISSwebinar
Join the conversation on Twi er
1 The Content Conundrum
2 People: How to Structure Your Content Team
3 Process: How to Define A Process That Works
What You...
WATCH WEBINAR RECORDING NOW
The Content Conundrum
1
The Content Conundrum
Limited Resources
(mo’ time, mo’ money, mo’ people)
The Content Conundrum
Demand for More Content
Blogs eBooks White Papers Video
Case Studies
Sales
Enablement
Webinars
The Content Conundrum
Content works.
So we’re expected to publish.
The Content Conundrum
Content works.
So we’re expected to publish.
ALL THE TIME.
The Content Conundrum
Content Shock (!)
The Content Conundrum
How do you cut through the clu er?
The Content Conundrum
How do you cut through the clu er?
How do you get in front of your audience?
The Content Conundrum
How do you cut through the clu er?
How do you get in front of your audience?
How do you hold their a...
What is a 10x Content
Marketer?
Someone who is productive
and on target with your goals.
To be a 10x content marketer
you ...
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...
People
How to Structure Your Content Team
Content
Quarterback
How to Structure Your Content Team
Content
Quarterback
Designer
Editor
How to Structure Your Content Team
Content
Quarterback
Designer
Demand Gen
Editor
How to Structure Your Content Team
DEMAND GEN EDITOR DESIGNER ANALYST
SUCCESS/SUPPORT
SALES
OPS
COMMUNITY MANAGER
CONTENT ...
Process
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
The Content Cycle
Creation
Content
Experience
The Content Cycle
Creation
Content
Experience
Publishing
The Content Cycle
Creation
Content
Experience
Publishing
Promotion &
Distribution
The Content Cycle
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
The Content Cycle
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
The Content Cycle
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
How do we make the funct...
The Functional Process Behind It
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
Content
B...
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
How do we make this more efficient?
Content
...
Rapid Prototyping
(Quickly and easily get feedback on a content idea.)
Don’t invest time and effort until you’ve tested the...
Rapid Prototyping
(Quickly and easily get feedback on a content idea.)
Social Media
Talk to your team
Talk to a customer
S...
Parallel Processes
Making Process Be er
Content
Brainstorm
Editorial
Calendar /
Timelines
Drafts
Submitted
Edit & Format
D...
Parallel Processes
Making Process Be er
Content
Brainstorm
Editorial
Calendar /
Timelines
Drafts
Submitted
Edit & Format
D...
Parallel Processes
Making Process Be er
Content
Brainstorm
Editorial
Calendar /
Timelines
Drafts
Submitted
Edit & Format
D...
Parallel Processes
Making Process Be er
Content
Brainstorm
Editorial
Calendar /
Timelines
Drafts
Submitted
Edit & Format
D...
Make Meetings Be er
Define your purpose
Set a time limit
Stand up!
Invite the right people
Making Process Be er
BREAKFAST
The chicken was involved.
The pig was commi ed.
Invite commi ed people to your meetings.
(h/t @ksgreen)
Making P...
Consistent Drip of Ideas
Editing / Proofreading
Repurpose Content
!  Video to Audio
!  Roundups
!  Slides / Infographics
!...
Tips For Optimizing The Content Experience
First thing is first.. What are your goals.
Lead Generation
Great content isn’t ...
Optimizing Your Content Experience
How Can We Generate Leads?
Links Within Content
Gating Content
Call-to-Actions
Nested F...
Promotion & Distribution
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
! Think about it ...
Measure & Learn
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
! Short term vs. Long term...
Short-term indicators can help inform
distribution and content creation.
Measure & Learn
Short-term indicators can help inform
distribution and content creation.
Measure & Learn
Engagement
!  Page views
!  Social shares
!  Time on site
!  Bounce rate
Measure & Learn
Engagement vs. Growth Metrics
Gro...
Measure & Learn
Engagement vs. Growth Metrics
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
Tools
Content Creation
BuzzSumo
Feedly
Buffer App
(super fast!)
Image Creation
Pablo by Buffer
Canva
Giphy
Headlines
HubSpot Topic Generator
HubSpot Topic Generator
Title Capitalization
Writing / Editing
Cliché Finder
HemingwayApp
Grammarly
Process / Productivity
Google Spreadsheets
Kapost
CoSchedule
Trello
Distribution
Buffer
MailChimp
Marketing Automation
Lead Gen
Marketing Automation (HubSpot)
Unbounce
Uberflip
SumoMe
Hello Bar
Bounce Exchange
Metrics & Analytics
BuzzSumo
Uberflip Content Score
KISSmetrics
SumoMe Content Analytics
Moz
2015 KISSmetrics Guide KISSmetrics Demo
h p://kiss.ly/growth h p://kiss.ly/demo
Questions?
Hana Abaza
VP Marketing
Uberflip
@hanaabaza
Thue Madsen
Marketing Operations
KISSmetrics
@ThueLMadsen
THANK YOU
Hana Abaza
@hanaabaza
How to 10x Your Content Team’s Productivity
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How to 10x Your Content Team’s Productivity

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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
People
How to Structure Your Content Team
Process
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.

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How to 10x Your Content Team’s Productivity

  1. Hana Abaza, VP Marketing at Uberflip How to 10x Your Content Team’s Productivity June 18, 2015
  2. @ThueLMadsen #KISSwebinar Join the conversation on Twi er
  3. Thue Madsen - KISSmetrics - @ThueLMadsen Thue is the KISSmetrics Webinar Wizard and Marketing Ops Specialist. Before joining forces with KISSmetrics, he was a Ly! driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him fishing and hiking in the Sierras. Hana Abaza - Uberflip - @HanaAbaza Hana is the VP Marketing at Uberflip, a content marketing so ware that helps marketers create, manage and optimize the content experience. A rare blend of modern-chic, tech- geek and entrepreneurial hustle, she gets results.
  4. @HanaAbaza #KISSwebinar Join the conversation on Twi er
  5. 1 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 Tools For Your Team & Process
  6. WATCH WEBINAR RECORDING NOW
  7. The Content Conundrum 1
  8. The Content Conundrum Limited Resources (mo’ time, mo’ money, mo’ people)
  9. The Content Conundrum Demand for More Content Blogs eBooks White Papers Video Case Studies Sales Enablement Webinars
  10. The Content Conundrum Content works. So we’re expected to publish.
  11. The Content Conundrum Content works. So we’re expected to publish. ALL THE TIME.
  12. The Content Conundrum Content Shock (!)
  13. The Content Conundrum How do you cut through the clu er?
  14. The Content Conundrum How do you cut through the clu er? How do you get in front of your audience?
  15. The Content Conundrum How do you cut through the clu er? How do you get in front of your audience? How do you hold their a ention?
  16. 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.
  17. This come down to three things. (In that order.) People Process Tools
  18. 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
  19. People
  20. How to Structure Your Content Team Content Quarterback
  21. How to Structure Your Content Team Content Quarterback Designer Editor
  22. How to Structure Your Content Team Content Quarterback Designer Demand Gen Editor
  23. How to Structure Your Content Team DEMAND GEN EDITOR DESIGNER ANALYST SUCCESS/SUPPORT SALES OPS COMMUNITY MANAGER CONTENT QUARTERBACK
  24. Process
  25. Establishing a Process Organizational Process (the big picture) Core Content Activities Evaluate Content/Business Goals
  26. A Simple Process Plan Create Publish Promote Analyze Adapt
  27. A Less Simple Process
  28. The Content Cycle Creation
  29. The Content Cycle Creation Content Experience
  30. The Content Cycle Creation Content Experience Publishing
  31. The Content Cycle Creation Content Experience Publishing Promotion & Distribution
  32. The Content Cycle Creation Content Experience Publishing Promotion & Distribution Measure & Learn
  33. The Content Cycle Creation Content Experience Publishing Promotion & Distribution Measure & Learn
  34. The Content Cycle Creation Content Experience Publishing Promotion & Distribution Measure & Learn How do we make the functional processes more efficient at each stage of the cycle?
  35. 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
  36. 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
  37. Rapid Prototyping (Quickly and easily get feedback on a content idea.) Don’t invest time and effort until you’ve tested the idea. Making Process Be er
  38. 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 Be er
  39. Parallel Processes Making Process Be er Content Brainstorm Editorial Calendar / Timelines Drafts Submitted Edit & Format Design / Experience Schedule to Publish
  40. Parallel Processes Making Process Be er Content Brainstorm Editorial Calendar / Timelines Drafts Submitted Edit & Format Design / Experience Schedule to Publish Design / Experience
  41. Parallel Processes Making Process Be er Content Brainstorm Editorial Calendar / Timelines Drafts Submitted Edit & Format Design / Experience Schedule to Publish Design / Experience Schedule to Publish
  42. Parallel Processes Making Process Be er Content Brainstorm Editorial Calendar / Timelines Drafts Submitted Edit & Format Design / Experience Schedule to Publish Design / Experience Schedule to Publish What needs to get done? What can happen at the same time?
  43. Make Meetings Be er Define your purpose Set a time limit Stand up! Invite the right people Making Process Be er
  44. BREAKFAST The chicken was involved. The pig was commi ed. Invite commi ed people to your meetings. (h/t @ksgreen) Making Process Be er
  45. 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
  46. 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.
  47. Optimizing Your Content Experience How Can We Generate Leads? Links Within Content Gating Content Call-to-Actions Nested Forms Build a Subscriber Base
  48. Promotion & Distribution Creation Content Experience Publishing Promotion & Distribution Measure & Learn ! Think about it during the creation process ! Find the right channels ! 80 / 20 Principle
  49. Measure & Learn Creation Content Experience Publishing Promotion & Distribution Measure & Learn ! Short term vs. Long term ! Engagement vs. Growth ! Iterate based on your KPIs and your goals
  50. Short-term indicators can help inform distribution and content creation. Measure & Learn
  51. Short-term indicators can help inform distribution and content creation. Measure & Learn
  52. Engagement !  Page views !  Social shares !  Time on site !  Bounce rate Measure & Learn Engagement vs. Growth Metrics Growth !  # of leads generated !  # of customers !  Cost per lead / customer !  CTA conversation rates
  53. Measure & Learn Engagement vs. Growth Metrics
  54. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  55. Tools
  56. Content Creation
  57. BuzzSumo
  58. Feedly
  59. Buffer App
  60. (super fast!) Image Creation
  61. Pablo by Buffer
  62. Canva
  63. Giphy
  64. Headlines
  65. HubSpot Topic Generator
  66. HubSpot Topic Generator
  67. Title Capitalization
  68. Writing / Editing
  69. Cliché Finder
  70. HemingwayApp
  71. Grammarly
  72. Process / Productivity
  73. Google Spreadsheets
  74. Kapost
  75. CoSchedule
  76. Trello
  77. Distribution
  78. Buffer
  79. MailChimp
  80. Marketing Automation
  81. Lead Gen
  82. Marketing Automation (HubSpot)
  83. Unbounce
  84. Uberflip
  85. SumoMe
  86. Hello Bar
  87. Bounce Exchange
  88. Metrics & Analytics
  89. BuzzSumo
  90. Uberflip Content Score
  91. KISSmetrics
  92. SumoMe Content Analytics
  93. Moz
  94. 2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo
  95. Questions? Hana Abaza VP Marketing Uberflip @hanaabaza Thue Madsen Marketing Operations KISSmetrics @ThueLMadsen
  96. THANK YOU Hana Abaza @hanaabaza

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