In this presentation, Dayna Rothman covers how to optimize, structure and create a process around content marketing.

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The Strategic Content Service Bureau:
Optimizing, Structuring, and Creating a
Process Around Content Marketing
Dayna Rothman, Senior Content Marketing Manager, Marketo
@dayroth

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Today’s Content Challenge

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Silioed content creation.

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Too much content.

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Marketo’s challenge
Demand
Gen
Content
Thought
Leadership/
Brand
Product
Marketing/
Customer
Content
Team
? ?

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...And then, where does content sit in the organization??
Demand
Gen?
Product
Marketing?
Brand?
Inbound Marketing?
Corporate
Marketing?

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The Solution

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Demand Gen
Content
PMM/Customer
Thought
Leadership /
Brand
Strategic Content Service Bureau and Committee

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 Determines content roadmap
 Supports content requests from various teams
 Oversees content creation process
 Ensures consistency of message and voice
 Streamlines content creation for scalability
 Reduces duplicate efforts and resources
Strategic Content Service Bureau

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 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
Content Committee

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Content Committee
Content Service Bureau
Managing
Editor
Associate
Editor
Writer Writer Writer Writer
Team Structure

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

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Step 1: Choose Your Team

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 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

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 Content Manager, Content Specialist, Content Coordinator
 Responsible for:
 Content creation
 Copy editing
 Project management
 Coordination amongst teams
 Associate Editor of the Blog
Associate Editor

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 Agency
 Writer community
 Independent writers
Outsourced Writers

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 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?
Questions to Ask an Agency

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

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 In-house
 Agency
 Independent Designers
Design

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 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
Content Style Guide

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Step 2: Choose Your Technology

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 Version control
 Lack of updating
 Too much information
 Can’t collaborate
 Poor project management
Problems with Content Spreadsheets

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 Emails get lost in your inbox
 Too much information to sift through
 Don’t have everything all in one place
 Too much communication
Problems with Email Collaboration

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 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
Content Management Tools

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 How many people do you need to collaborate with?
 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?
Questions to Ask Yourself

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Step 3: Create Your Process

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Email
request
Creative
Brief
Approve or
add to
wishlist
Add to
content
plan
Committee
approval
Add
content
into
platform
Start
production
Content Request Process

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 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?
Creative Brief

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 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

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Content Creation Process

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Mimic Workflow in Tool

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Step 4:Roll-Out!

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Create Process Documents

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

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 What is and isn’t working?
 Evaluate:
 Your process
 Your platform
 Stakeholder reactions
 Additional training needed
 How often participants are straying from guidelines
Iterate Over Time

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A solid structure and processes…

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…= content bliss

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Thank You!
@dayroth
drothman@marketo.com