Building A Scalable Content Marketing Operation
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This document discusses how to build a scalable content marketing operation. It recommends assembling a content dream team with roles like managing editor, marketing strategy, and graphic design. It also stresses the importance of defining content types, creation processes, and storage/sharing processes. Google tools like Drive, Docs, and Sheets are presented as useful for collaboration. Examples of a process template, message map, and integrated campaign are provided. The results of establishing these people, processes, and tools include increased speed, efficiency, optimization, and reporting.
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Building A Scalable Content Marketing Operation
- 1. #B2BMX Building a Scalable Content Marketing Operation The People, Processes and Tools You Need to Succeed
- 2. Emily Reynolds Director of Content Marketing at Phunware About Me
- 3. #B2BMX Why Build a Content Marketing Operation?
- 4. #B2BMX Managing editor Product marketing / product input Marketing strategy input Graphic and web design Campaign execution Sales enablement People: Build Your Content Dream Team #B2BMX
- 5. #B2BMX Define your: Content types Content creation and publishing processes Storage and sharing processes Processes: Your New Best Friend
- 6. #B2BMX Define your: Content types Content creation and publishing processes 1. Provide product input (Product Marketing) 2. Write copy and request images (Content Marketing Manager) 3. Lay out document (Design) 4. Review and approve (Content Marketing Manager) 5. Publish to X destination 6. Document in message map 7. Share with sales 8. Use in campaign Storage and sharing processes Processes: Your New Best Friend
- 8. #B2BMX Example: Using Process Template Doc
- 9. #B2BMX What’s a Message Map? Awareness Education Consideration Purchase Post-Sale Something hurts, but I’m not sure what this malady is called or how to cure it. I perform research to diagnose and understand this problem and how it is treated. I narrow potential treatment options to a handful. Will they work? Have they? I select my treatment provider and begin undergoing treatment. I receive follow-up instructions and care. I stay with this provider for years.
- 11. #B2BMX Example: Integrated Campaign Promo Email Social Posts Ultra-Targeted PPC Landing Page Sales Follow-Up Email Pillar Asset (eBook) Feeder Blog
- 12. #B2BMX Results Speed, efficiency and scale Process optimization Reporting and visibility Good vibes
- 13. #B2BMX Fancy Tools I Use
- 14. #B2BMX
Editor's Notes
- My name is Emily Reynolds and I’m the Director of Content Marketing at Phunware, a mobile software platform based in Austin, Texas. I’m responsible for our corporate marketing and demand gen, as well as inside sales. This is an unusual combo, but it actually makes a lot of sense. More on that later. Also, this is obviously not a picture of me. I figured you are already looking at me right now, so I’d rather show a picture of my 20-lb cat, Robie, in his business attire. I’ve been at Phunware for nearly three years. Before that, I was the Editorial Director of a company called Sales Engine Media, a marketing automation platform turned content marketing agency. I was responsible for building and overseeing the processes needed to support large content packages for B2B clients. At my DNA level, I am an editor. I like to say that I will die with a red pen in my hand. This is a skill—and an identity—I didn’t realize had any value beyond academia. More on that later too. I’m going to talk about how to build a content marketing operation from scratch, no fancy tools required. I’ll also talk about my current tech stack towards the end, but this session is about the (free) tools, templates, processes and people you need to do B2B content marketing.
- I actually doubt anyone in this room needs to be convinced of the importance of content marketing in 2017. But we may need to be convinced of the importance of building a content marketing operation. At a very simple level, we as marketers have a lot of projects and tasks that we repeat and produce a lot of. More today than ever before, as content supports the entire sales funnel, the customer lifecycle, sales enablement…everything. If we don’t define what those projects and processes are and who is responsible for what, we will make our lives miserable. Your team should be operating as such a well-oiled machine that the processes fade into the background and you’re just delivering (and reporting on) outcomes. How many people in this room have what you would consider to be a nonexistent or very early-stage content marketing operation at your company? How many mid-stage? Maybe you have one, but it needs a lot of improvement? And how many mature or late-stage?
- At its core, every content marketing team needs these team members. Several of these may be represented by one person if you have an especially lean team. Or you may have to get creative and “develop some new skills” in some of your teammates. Managing editor: process maniac, wordsmith, grammar and style enforcer, message guardian Product marketing/product input: Defines what your product does at a technical level and providing those inputs to Marketing Marketing strategy (Director or VP of Marketing): How are we using this piece of content? What audience does it serve? Etc. Graphic and web design: Layout, page building, etc. Campaign execution (Demand Gen): Executes campaign through your marketing automation tool Sales enablement: Tells Sales this piece of content exists, where to find it and how to use it
- The key to doing anything successfully at scale is repeatable process. If you can document, you can understand, which means you can optimize. You will need to define processes around the following items: Content types: These are the kinds of content your team will be producing most often. Things like blog posts, infographics, info sheets, landing pages, whatever. Anything you’ll repeat is worth defining a process for. Creation and publishing processes: These are the lists of tasks that must happen, in order, with owners, to consider a piece of content complete. For example, if you’re working on a feature sheet together, the steps might be: (1) provide product input (product marketing) (2) write copy and request images (CMM), (3) lay out document (design) (4) review and approve (CMM), (5) publish to X destination, (6) document in message map, (7) share with sales, (8) use in campaign
- Creation and publishing processes: These are the lists of tasks that must happen, in order, with owners, to consider a piece of content complete. For example, if you’re working on a feature sheet together, the steps might be: provide product input (product marketing) write copy and request images (CMM), lay out document (design) review and approve (CMM) publish to X destination document in message map share with sales use in campaign If you use a tool like Kapost (which, disclaimer: I do), these ideas are familiar to you. The power behind content marketing tools like Kapost is that they allow you to automate, scale and report on these processes…but doing things semi-manually and on a budget is still an extremely powerful way to scale.
- How many people in this room use Google Apps for work? Google Docs: Compose, edit, share, collaborate. You can comment to people, assign tasks, see revision histories, share with different permissions…I love this tool. Google Drive: Store and share everything with easy-to-access links and easy-to-set permissions. No, I do not work for Google. Also, these apps are $10 per user per month (enterprise) Google Sheets: You will use these to build and share your content message map (more on that later). Google Templates: Turn any doc into a template. Use these for your content types and workflows.
- A message map shows what pieces of content you have for each stage of the buyer journey, for each one of your buyer personas (if you have built those, which you hopefully have). Awareness: Something hurts, but I’m not sure what this malady is called or how to cure it. Education: I perform research to diagnose and understand this problem and how it is treated. Consideration: I narrow potential treatment options to a handful. Will they work? Have they? Purchase: I select my treatment provider and begin undergoing treatment. Post-Sale: I receive follow-up instructions and care. I stay with this provider for years.
- In addition to helping you keep track of all the content you have, message maps: Serve as heat maps to identify areas of content need Help Sales get a picture of your full content landscape