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Create a Content Marketing Powerhouse:
How to Structure and Optimize Your Content Marketing TeamEllen Gomes@egomes1019
• Your 6 step process audit• Identifying your vision• Marketo case study
• Challenges• Solutions • Results
Overview
1. Your Technology MixQuestions to Consider:• What type of
technology are you using for requests? Editing? Design?
• Do your technology platforms “talk” to each other?
2. Your Request ProcessQuestions to Consider:• Where do you receive
requests?• Once you have requests,
where do you keep them?• Can requestors tell where
their request is in your content process?
3. Your Development Process
Questions to Consider:• How many people are
typically involved in your process?
• How do you communicate with each other?
• How do you determine what gets developed?
4. Your Current ResourcesQuestions to Consider:• What are you struggling
to accomplish? Why?• Do you find that you have
a high volume of requests and not the right resources to fill them?
• Who is typically involved in your content process from start to finish?
5. Your Design ProcessQuestions to Consider:
• How are you designing your content today?
• What prevents you from reaching your ideal design?
6. Your Publication & Distribution Process
Questions to Consider:
• How are you distributing & publishing your content today? Is it handing it off to another team or running programs?
• What other teams do you interact with to publish and distribute your content?
Develop Your Vision1. Identify your top 2-3
areas for improvement.
2. Address them by offering a solution.
3. Write it down.
• Your 6 step process audit• Identifying your vision• Marketo case study
• Challenges• Solutions • Results
Overview
Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Demand Gen
Content
Thought Leadership/
Brand
Product Marketing/Customer
Content Team ? ?
How does the content team serve the organization?
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
...And then, where does content sit in the Organization??
Demand Gen?
Product Marketing?
Brand?
Inbound Marketing?
Corporate Marketing?
• Your 6 step process audit• Identifying your vision• Marketo case study
• Challenges• Solutions • Results
Overview
Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Demand Gen Content
PMM/Custom
er
Thought Leadership
/ Brand
Strategic Content Service Bureau and Committee
Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Content Service Bureau• Determine content roadmap• Support content requests from various teams• Oversee content creation process• Ensure consistency of message and voice• Streamline content creation for scalability • Reduce duplicate efforts and resources
Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Content Committee • Made up of key
organizational stakeholders• Content governance• Set direction and review plan• Monthly or quarterly
meetings for review• Final approval on key
strategic assets
Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Team Structure
Content Service Bureau
Managing Editor
Associate Editor
Writer Writer
Associate Editor
Writer Writer
Content Committee
Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Making this a Reality • Step 1: Choose your team• Step 2: Choose your technology• Step 3: Create your process• Step 4: Roll-out!
Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Managing Editor• VP of Content, Director of Content, Content Manager• Responsible for:
• Content strategy and editorial calendar• Coordination amongst the teams• Content committee membership• Brand voice• Writing• Editing• Vendor vetting and coordination • Managing Editor of the blog
Content Service Bureau
Managing Editor
Associate Editor
Writer Writer
Associate Editor
Writer Writer
Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Associate Editor• Content Manager, Content Specialist, Content
Coordinator• Responsible for:
• Content creation• Copy editing• Project management• Coordination amongst teams• Associate Editor of the Blog
Content Service Bureau
Managing Editor
Associate Editor
Writer Writer
Associate Editor
Writer Writer
Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Outsourced Writers• Agency• Writer community• Independent writers
Content Service Bureau
Managing Editor
Associate Editor
Writer Writer
Associate Editor
Writer Writer
Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Questions to Ask an Agency• Do you have writing samples?• Can we speak directly to the writers?• Are your writers in-house or external?• Is there a consistent account manager?• What are your fees? Are they hourly? Per project? Per word?• What is your turn around time?• Do you have writers who specialize in particular verticals on
staff?
Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Internal Contributors • Content requesters/reviewers• Subject matter experts• Content contributors
Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
• All content needs a Subject Matter Expert (SME)• Owns expertise in content• Must help create outline and connect with writers• Must be involved in review process• Must give final approval
Subject Matter Expert
Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Design• In-house • Agency • Independent Designers
Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Content Management Tools• Help you:
• Organize and prioritize tasks• Project manage• Collaborate with multiple people• Keep track of content projects• Create an overall editorial calendar• Have everything all in one place
Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Questions to Ask• How many people do you need to collaborate with? And,
what visibility do they need?• What is your content creation process?• Who needs to approve your content?• What steps are needed for approval?• Do you have separate workflows for different content
pieces?
Page 48Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Writing Process: Content Style Guide• Who is your company?• Who do you sell to?• Who makes up the content team?• Style and writing tone• Grammar guidelines• Content types and structure• Content promotion
Page 49Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Writing Process: Creative Brief• What is your content idea?
• What key topic does this address?
• What form should the content take?
• What business unit does this content support?
• Who is the target audience?
• What voice should this content have?
• What goals are you trying to achieve?
• What is the main thesis you want to get across?
• Where will this be promoted and when?
• What is the due date?
Page 50Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Content Request Process
Email reques
t
Creative
Brief
Approve or
add to wishlis
t
Add to conte
nt plan
Committee
approval
Add content into platfor
m
Start production
Page 53Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Approvals• Make sure you have your list of stakeholders• Some assets may need more approvers than others• Set time limits for reviews/approvals—24-48 hours
Page 56Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Schedule Training• Provide multiple times and record • Introduce concept• Outline process• Demo project management tool• Answer questions
• Your 6 step process audit• Identifying your vision• Marketo case study
• Challenges• Solutions • Results
Overview
Page 58Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Iterate Over Time• What is and isn’t working?• Evaluate:
• Your process• Your platform• Stakeholder reactions• Additional training needed• How often participants are straying from guidelines
Page 59Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
A solid structure and processes…