The Formula for How Enterprise Marketers are Succeeding with Content Marketing [RESEARCH]

The Formula for How Enterprise Marketers are Succeeding with Content MarketingJoe Pulizzi, Founder of Content Marketing InstituteEllen Gomes, Sr. Content Marketing Manager, Marketo

Marketo Case Study

Developing a formula for content success

Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023

Demand Gen

Content

Thought Leadership/

Brand

Product Marketing/Customer

Content Team ? ?

How does the content team serve the organization?


...And then, here does content sit in the organization??

Demand Gen?

Product Marketing?

Brand?

Inbound Marketing?

Corporate Marketing?

The Solution


Demand Gen Content

PMM/Customer Thought Leadership

/ Brand

Strategic Content Service Bureau and Committee


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


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


Team Structure

Content Service Bureau

Managing Editor

Associate Editor

Writer Writer

Associate Editor

Writer Writer

Content Committee


Making this a Reality • Step 1: Choose your team• Step 2: Choose your technology• Step 3: Create your process• Step 4: Roll-out!

Step 1: Choose Your Team



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


Managing Editor

Associate Editor

Writer Writer

Associate Editor

Writer Writer


Associate Editor• Content Manager, Content Specialist, Content

Coordinator• Responsible for:

• Content creation• Copy editing• Project management• Coordination amongst teams• Associate Editor of the Blog


Managing Editor

Associate Editor

Writer Writer

Associate Editor

Writer Writer


Outsourced Writers• Agency• Writer community• Independent writers


Managing Editor

Associate Editor

Writer Writer

Associate Editor

Writer Writer


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?


Internal Contributors • Content requesters/reviewers• Subject matter experts• Content contributors


• 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


Design• In-house • Agency • Independent Designers

Step 2: Choose Your Technology



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


A Marketing Automation• Helps you:

• Strategically distribute your content across the entire customer lifecycle

• Build an “owned” database of followers• Drive cross-channel engagement• Deliver relevant, personalized content• Understand your impact


?


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?


Step 3: Create Your Process



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


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?


Content Request Process

Email request

Creative Brief

Approve or add to

wishlist

Add to content

plan

Committee approval

Add content into

platform

Start production


Content Creation Process


Mimic Workflow in Tool


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

Step 4:Roll-Out!


Create Process Documents


Schedule Training• Provide multiple times and record • Introduce concept• Outline process• Demo project management tool• Answer questions


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

Questions?

@[email protected]

Thank You!