Tuesday, April 21, 2015

How to 10x Your Content Team’s Productivity

How to 10x Your Content Team’s Productivity


With limited resources and an unrelenting demand for more content, only a well-oiled content engine can maximize the ROI of your content marketing efforts.
Published in: Marketing, Leadership & Management



Transcript

  • 1. HOW TO 10X YOUR CONTENT TEAM’S PRODUCTIVITY Hana Abaza VP Marketing at Uberflip #uberwebinar
  • 2. @HanaAbaza@Uberflip#uberwebinar We will send the recording. Questions? We’ve got answers! (At the end of the webinar )
  • 3. @HanaAbaza@Uberflip#uberwebinar Join in on Twitter We will send the recording. Questions? We’ve got answers! (At the end of the webinar )
  • 4. @HanaAbaza@Uberflip#uberwebinar Stick around for the demo!
  • 5. @HanaAbaza@Uberflip#uberwebinar THE CONTENT CONUNDRUM Limited resources (time, people and money!) Demand for more content Content shock Real time marketing
  • 6. @HanaAbaza@Uberflip#uberwebinar To be a 10x content marketer (read: productive and on target with your goals) you have to create ridiculously good content in a consistent, repeatable way. Process, process process!
  • 7. @HanaAbaza@Uberflip#uberwebinar
  • 8. @HanaAbaza@Uberflip#uberwebinar
  • 9. @HanaAbaza@Uberflip#uberwebinar
  • 10. @HanaAbaza@Uberflip#uberwebinar ESTABLISHING A PROCESS Organizational process (the big picture)
  • 11. @HanaAbaza@Uberflip#uberwebinar ESTABLISHING A PROCESS Organizational process (the big picture) Core Content Activities
  • 12. @HanaAbaza@Uberflip#uberwebinar ESTABLISHING A PROCESS Organizational process (the big picture) Core Content Activities Authoring / Creation
  • 13. @HanaAbaza@Uberflip#uberwebinar ESTABLISHING A PROCESS Organizational process (the big picture) Core Content Activities Authoring / Creation Experience
  • 14. @HanaAbaza@Uberflip#uberwebinar ESTABLISHING A PROCESS Organizational process (the big picture) Core Content Activities Authoring / Creation Experience Distribution
  • 15. @HanaAbaza@Uberflip#uberwebinar ESTABLISHING A PROCESS Organizational process (the big picture) Core Content Activities Authoring / Creation Experience Distribution Measurement
  • 16. @HanaAbaza@Uberflip#uberwebinar ESTABLISHING A PROCESS Organizational process (the big picture) Core Content Activities Authoring / Creation Experience Distribution Measurement Content / Business Goals
  • 17. @HanaAbaza@Uberflip#uberwebinar
  • 18. @HanaAbaza@Uberflip#uberwebinar DEMAND GEN EDITOR DESIGNER ANALYST SUCCESS/SUPPORT SALES OPS COMMUNITY MANAGER CONTENT QUARTERBACK
  • 19. @HanaAbaza@Uberflip#uberwebinar Editing Content Brainstorm (monthly) Update Editorial Calendar (monthly) Formatting in Content Hub Content Gets Submitted (Ongoing) Assign articles / deadlines (monthly) Design (Images etc) Schedule for Publishing Before implementing this process: ● Document Strategy & Goals ● Understand Buyer Persona ● Align w/ Buyer Journey ● Align w/ Corporate Calendar ● Align w/ Lead Gen Offers
  • 20. @HanaAbaza@Uberflip#uberwebinar A few things to note… Keep it simple!
  • 21. @HanaAbaza@Uberflip#uberwebinar A few things to note… Keep it simple! Meetings
  • 22. @HanaAbaza@Uberflip#uberwebinar A few things to note… Keep it simple! Meetings Define purpose
  • 23. @HanaAbaza@Uberflip#uberwebinar A few things to note… Keep it simple! Meetings Define purpose Set a time limit
  • 24. @HanaAbaza@Uberflip#uberwebinar A few things to note… Keep it simple! Meetings Define purpose Set a time limit Stand up!
  • 25. @HanaAbaza@Uberflip#uberwebinar A few things to note… Keep it simple! Meetings Define purpose Set a time limit Stand up! Make time for planning
  • 26. @HanaAbaza@Uberflip#uberwebinar  Consistent drip of ideas (tools & team)  Guest posts (proceed with caution)  Prototype ideas (less time waste)  Writing / editing (don’t skip this!)  Proofreading (don’t skip this either!)  Re-purpose content CONTENT CREATION
  • 27. @HanaAbaza@Uberflip#uberwebinar RE-PURPOSE CONTENT  Video to audio  Roundups  Slides / infographics (here’s a Slideshare based on an eBook)  Blog posts → eBooks  Resurface evergreen content  Update existing content (here’s a great example from Moz)
  • 28. @HanaAbaza@Uberflip#uberwebinar  Think of distribution before content is created  Find the right channels  Spend your time wisely CONTENT DISTRIBUTION
  • 29. @HanaAbaza@Uberflip#uberwebinar  Ask for an email address  Don’t make it hard for people to give you an email address  Bridge the gap between content and demand (process) LEADS / SUBSCRIBERS
  • 30. @HanaAbaza@Uberflip#uberwebinar  Short term indicators vs. long term ROI  What can you look at now to see what’s working?  Iterate based on your goals and key indicators MEASUREMENT
  • 31. @HanaAbaza@Uberflip#uberwebinar TOOLS! Let’s geek out a bit 
  • 32. Content Ideas – BuzzSumo
  • 33. Content Ideas – Feedly
  • 34. Content Ideas – Buffer
  • 35. Images – Pablo by Buffer
  • 36. Images – Canva
  • 37. Images – Giphy
  • 38. Headlines – Emotional Marketing Value Headline Analyzer
  • 39. Headlines – Title Capitalization
  • 40. Headlines – HubSpot Topic Generator
  • 41. Writing / Editing – Cliché Finder
  • 42. Writing / Editing – Hemingway App
  • 43. Writing / Editing – Atomic Reach
  • 44. Grammar / Spelling – After the Deadline
  • 45. Grammar / Spelling – Grammarly
  • 46. Process – Editorial Calendar
  • 47. Process – Kapost
  • 48. Process – Percolate
  • 49. Process – Uberflip
  • 50. Process – Workflowy
  • 51. Process – CoSchedule
  • 52. Process – Trello
  • 53. Distribution – Buffer
  • 54. Distribution – MailChimp
  • 55. Distribution – Marketing Automation
  • 56. Leads / Subscribers – Marketing Automation
  • 57. Leads / Subscribers – Unbounce
  • 58. Leads / Subscribers – Uberflip
  • 59. Leads / Subscribers – SumoMe
  • 60. Leads / Subscribers – Hello Bar
  • 61. Leads / Subscribers – Bounce Exchange
  • 62. Measurement – BuzzSumo
  • 63. Measurement – Uberflip Content Score
  • 64. Measurement – Uberflip Content Score
  • 65. Measurement – SumoMe Content Analytics
  • 66. Measurement – Moz
  • 67. Distribution – Marketing Automation
  • 68. Measurement – Marketing Automation / Google Analytics
  • 69. @HanaAbaza@Uberflip#uberwebinar 7+ Must-Have Tools For Faster & Better Editing (read article) The 9 Traits of Highly Effective Content Marketing Teams (read article) Content Strategies, Tips and Tools (watch video) Lean Content Marketing from Marketo (get eBook) How HubSpot Does It: Creating A Content Machine (get eBook) More Kick-Ass Resources
  • 70. @HanaAbaza@Uberflip#uberwebinar THANK YOU! Got Questions? We’ve got answers! #uberwebinar
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