How to 10x Your Content Team’s Productivity
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Hana Abaza, VP Marketing at Uberflip
How to 10x Your Content Team’s Productivity June 18, 2015
@ThueLMadsen #KISSwebinar
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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
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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 &
DistributionMeasure &
Learn
The Content Cycle
Creation Content Experience Publishing Promotion &
DistributionMeasure &
Learn
The Content Cycle
Creation Content Experience Publishing Promotion &
DistributionMeasure &
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 &
DistributionMeasure &
Learn
Content Brainstorm
Editorial Calendar / Timelines
Drafts Submitted Edit & Format Design /
ExperienceSchedule to
Publish
Creation Content Experience Publishing Promotion &
DistributionMeasure &
Learn
How do we make this more efficient?
Content Brainstorm
Editorial Calendar / Timelines
Drafts Submitted Edit & Format Design /
ExperienceSchedule 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 /
ExperienceSchedule to
Publish
Parallel Processes
Making Process Be!er
Content Brainstorm
Editorial Calendar / Timelines
Drafts Submitted Edit & Format Design /
ExperienceSchedule to
Publish
Design / Experience
Parallel Processes
Making Process Be!er
Content Brainstorm
Editorial Calendar / Timelines
Drafts Submitted Edit & Format Design /
ExperienceSchedule to
Publish
Design / Experience
Schedule to Publish
Parallel Processes
Making Process Be!er
Content Brainstorm
Editorial Calendar / Timelines
Drafts Submitted Edit & Format Design /
ExperienceSchedule 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 &
DistributionMeasure &
Learn
! Think about it during the creation process
! Find the right channels
! 80 / 20 Principle
Measure & Learn
Creation Content Experience Publishing Promotion &
DistributionMeasure &
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
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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
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