Tips, Tools and Templates To Build Your Content Marketing Strategy
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How to 10x Your Content Team’s Productivity
- 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 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.
- @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’ll Learn Today 4 Tools: Find The Right Tools For Your Team & Process
- 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 ention?
- 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 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 QUARTERBACK
- 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 functional processes more efficient at each stage of the cycle?
- 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.) Don’t invest time and effort until you’ve tested the idea. Making Process Be er
- 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
- Parallel Processes Making Process Be er Content Brainstorm Editorial Calendar / Timelines Drafts Submitted Edit & Format Design / Experience Schedule to Publish
- Parallel Processes Making Process Be er Content Brainstorm Editorial Calendar / Timelines Drafts Submitted Edit & Format Design / Experience Schedule to Publish Design / Experience
- 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
- 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?
- 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 Process Be er
- 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.
- Optimizing Your Content Experience How Can We Generate Leads? Links Within Content Gating Content Call-to-Actions Nested Forms Build a Subscriber Base
- Promotion & Distribution Creation Content Experience Publishing Promotion & Distribution Measure & Learn ! Think about it during the creation process ! Find the right channels ! 80 / 20 Principle
- 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
- 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 Growth ! # of leads generated ! # of customers ! Cost per lead / customer ! CTA conversation rates
- 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
