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.
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.
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
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
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.
45. BREAKFAST
The chicken was involved.
The pig was commi ed.
Invite commi ed people to your meetings.
(h/t @ksgreen)
Making Process Be er
46. 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
47. 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.
48. Optimizing Your Content Experience
How Can We Generate Leads?
Links Within Content
Gating Content
Call-to-Actions
Nested Forms
Build a Subscriber Base
53. 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