secrets to building an internal content marketing team
TRANSCRIPT
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@QuinnCW #DSP16
SECRETS TO BUILDING AN INTERNAL CONTENT
MARKETING TEAMPRESENTED BY QUINN WHISSEN
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@QuinnCW #DSP16
ABOUT ME• Marketing Manager for Vertical Measures
• Columnist for Marketing Land, Content Marketing Institute
• Co-Founder of This Could Be PHX
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@QuinnCW #DSP16
WHAT WE’LL COVER1. Philosophy of Content Marketing
2. Organizing Your Resources
3. Putting Together Your Dream Team
4. Processes and Checklists
5. Ideation and Amplification
6. Maintaining a Content Culture
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@QuinnCW #DSP16
CONTENT MARKETING IS A PHILOSOPHY
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@QuinnCW #DSP16
a theory or attitude held by a person or organization that acts as a guiding
principle for behavior
phi·los·o·phyfəәˈläsəәfē/
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@QuinnCW #DSP16
Philosophy of Content Marketing
People
ProcessesPriorities
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@QuinnCW #DSP16
CONTENT MARKETING IS A TEAM SPORT
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@QuinnCW #DSP16
EVERY MOMENT IS A CONTENT OPPORTUNITY
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@QuinnCW #DSP16
YOUR TEAM:a) is vital to your strategy
b) can find content around every corner
c) can directly contribute to your success
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@QuinnCW #DSP16
ORGANIZING YOUR RESOURCES
Designers
WritersManagers
MarketingSales
I.T.
Webmaster
SEOs
Photographers
Content Creators Data Crunchers
Executive Team
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@QuinnCW #DSP16
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3 RULES OF ORGANIZATION1. Include as many people as possible in your content creation – everyone can be an asset.
2. Choose ONE person to oversee all content efforts.
3. Create a defined process up front and set expectations early.
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@QuinnCW #DSP16
PUTTING TOGETHER YOUR DREAM TEAM
7 ROLES
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PLANNERS• Maintain the editorial calendar• Set deadlines, help keep them• Direct the content implementation
• Wrangle content creators (internal or freelance)
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SUBJECT MATTER EXPERTS• Sources in your company that can be mined for content
• They are a wealth of knowledge and expertise
• They may also be content creators, but often they are busy doing their jobs
• They can provide “brain dumps” to content creators
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CONTENT CREATORS• Writers, designers, photographers, etc.
• Can take information from SME’s and create informed, helpful content
• Work involves research, content creation, and implementation
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@QuinnCW #DSP16
EDITORS
Quality control on a piece-by-piece basis to ensure consistency of tone, voice and expertise
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WEB MANAGERS• Someone who physically publishes the content on your website or distribution channels
• Handles I.T., software updates and other necessary functionality for publication
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PROMOTERS• Promotes content on social media platforms
• Sets up paid advertising for content promotion
• Creates engagement strategies
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DATA CRUNCHERS• Figures out if your content is helping you reach your goals
• Provides insights into tweaking efforts based on data
• Drills down on performance for the big picture and specific content pieces
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BECOME A MASTER CAT HERDER
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TOPIC RESEARCHq Best practices for researchq Tools to use
q Content gap identifiers
q Multiple title variantsq Emotional or urgency “punch”
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CONTENT CREATIONq Library of highlighted examplesq Word count
q Thesis statement
q Tone and voiceq Use of imagery
q Formatting
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OPTIMIZATIONq Link implementation, internal and externalq Image and video optimization
q Meta title and description
q Proper category/tags for blogsq Headings
q Social appearance
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Using Tools
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@QuinnCW #DSP16
IDEATION &LIFICATION
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@QuinnCW #DSP16
COMPANY-WIDE BRAINSTORMING• Have everyone on your team
provide 5 questions they get asked all the time
• Pull all those ideas into a spreadsheet and create topics, pick what formats, and start planning
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SALES PEOPLE!• Your sales team already have
nuggets of gold in their outboxes
• Generate content ideas and the content itself from their email
• Why? Because their job is to answer questions!
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EVERY MOMENT IS A CONTENT OPPORTUNITY • Draw content out of challenges, trends, achievements and internal events
• Don’t ask “What can you write about?” Ask “What questions do you get asked every day?”
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PROVIDE “LAZY TWEETS”
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MAINTAINING A CULTURE OF CONTENT
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@QuinnCW #DSP16
“A genuine culture of content goes far beyond enabling and empowering content creators
outside of marketing.
It’s about education: what content can achieve and how those achievements
might benefit them.”
– Rebecca Lieb
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ALIGN• Goals• Vision• Strategy• Expectations
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WIIFM?• Personal branding• Individual thought leadership and influence• Professional network building• Involvement in company’s trajectory• Vital skillset
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RECOGNITION AND INCENTIVES
• Monthly “top content” reward
• Flat bonuses
• Recognition in company meetings
• Highlighted content in newsletters
• Social call-outs
• Gamification
King Me!
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SHARE RESULTS!• Weekly email updates
• Mini campaign reports
• Quarterly or larger, comprehensive data pulls
• Insights to prove how your efforts are trending
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CREATE A THOUGHT LEADER SQUAD• Speaking events• Off-site industry publications
• Podcasts, webinars• Larger content pieces
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ONGOING RECRUITMENT
• Job listing• Interview process• Waiting period• Training
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ASK FEEDBACK• Does our content reflect our culture?• What could we be doing that we aren’t?• Is there something we are doing very well already?• What can you do to contribute to our content culture?
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THANK YOU!
CONTENT MARKETING IS A TEAM SPORT