The Formula for How Enterprise Marketers are Succeeding with Content …

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

With 87% of Enterprise B2B marketer’s using content marketing but only 3% saying that their use of content marketing is very effective…it’s time to take a look at your content marketing strategy and see if it needs polishing. Join Joe Pulizzi, Founder and CEO of Content Marketing Institute and Ellen Gomes, Sr. Content Marketing Manager, Marketo to examine how over 3000 enterprise marketers do content marketing, from strategy, to teams, to content distribution, measurement and more. Then explore how you can take their experience and build on it to avoid the pitfalls and make your content marketing shine by building the right process for your organization.

No notes for slide

Previosu to this process makeover, we focused primarily on demand gen but there was not a leader or own for content that is customer facing, who owns thought leadership, customer case studies- it wasn’t on tone or on brand

Where is the right place for content to sit? We have tried many different --

How do you take your content marketing to the next level? Let’s take a look at the process we put in place to drive our content marketing forward, make it more effective,

Preface whether It’s a small or large organization you can pull some of these tips

Who makes up the team?
Who requests content?

Content governance

Are these the right priorites for the organization? Final approval of key strategic assets. If there is a large investment, it’s especially important to get that buy in

Goals of the content team is to serve the organization

How did we arrive at this process. It can realy be broken down into 4 steps

Even if you are a small team, it’s important to have someone-even just 1 person- deidcated to creating content

How to extend your team if you don’t have the internal resources to produce the amount of content that you need. Scripted, Newscred- great writing resources that are relatively budget friendly or freelance independent writers.

Create a consistency of voice, looking for a seamless extension of your team. Event if this isnt an agency, you can still use this as a guide

All content needs a subject matter expert. These are ppl we reply on to own the expertise of the content topics.

Ellen

REPLACE

Dayna

So like we’ve covered--- without implementing a specific process, your content marketing process probably looks like this bowl of spaghetti

Best way to to this is to record this, write it down, and be specific.