how to 10x your content team's productivity

HOW TO 10X

HANA ABAZA VP Marketing at Uberflip

PRODUCTIVITY YOUR CONTENT TEAM’S

@HanaAbaza #startupmarketingconf

THE CONTENT CONUNDRUM

Limited resources (time, people and money!)

Demand for more content

Content shock (!)

Real time marketing

@HanaAbaza #startupmarketingconf

To be a 10x content marketer

(e.g. productive and on target

with your goals)

you have to create ridiculously

good content in a consistent,

repeatable way.

Process, process process!

@HanaAbaza #startupmarketingconf

@HanaAbaza #startupmarketingconf

@HanaAbaza #startupmarketingconf

@HanaAbaza #startupmarketingconf

ESTABLISHING A PROCESS Organizational process (the big picture)

@HanaAbaza #startupmarketingconf

ESTABLISHING A PROCESS Organizational process (the big picture)

Core Content Activities

@HanaAbaza #startupmarketingconf

ESTABLISHING A PROCESS Organizational process (the big picture)

Core Content Activities Authoring / Creation

@HanaAbaza #startupmarketingconf

ESTABLISHING A PROCESS Organizational process (the big picture)

Core Content Activities Authoring / Creation

Experience

@HanaAbaza #startupmarketingconf

ESTABLISHING A PROCESS Organizational process (the big picture)

Core Content Activities Authoring / Creation

Experience

Distribution

@HanaAbaza #startupmarketingconf

ESTABLISHING A PROCESS Organizational process (the big picture)

Core Content Activities Authoring / Creation

Experience

Distribution

Measurement

@HanaAbaza #startupmarketingconf

ESTABLISHING A PROCESS Organizational process (the big picture)

Core Content Activities Authoring / Creation

Experience

Distribution

Measurement

Content / Business Goals

@HanaAbaza #startupmarketingconf

Plan

Create

Publish

Promote

Analyze

Adapt

A Simple Process

@HanaAbaza #startupmarketingconf

A Less Simple Process

@HanaAbaza #startupmarketingconf

DEMAND GEN EDITOR DESIGNER ANALYST

SUCCESS/SUPPORT SALES

OPS

COMMUNITY MANAGER

CONTENT QUARTERBACK

A Complicated Process

@HanaAbaza #startupmarketingconf

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

@HanaAbaza #startupmarketingconf

A few things to note… Keep it simple!

@HanaAbaza #startupmarketingconf

A few things to note… Keep it simple!

Meetings

@HanaAbaza #startupmarketingconf

A few things to note… Keep it simple!

Meetings Define purpose

@HanaAbaza #startupmarketingconf

A few things to note… Keep it simple!

Meetings Define purpose

Set a time limit

@HanaAbaza #startupmarketingconf

A few things to note… Keep it simple!

Meetings Define purpose

Set a time limit

Stand up!

@HanaAbaza #startupmarketingconf

A few things to note… Keep it simple!

Meetings Define purpose

Set a time limit

Stand up!

Make time for planning

@HanaAbaza #startupmarketingconf

ü  Consistent drip of ideas (tools & team)

ü  Guest posts (proceed with caution)

ü  Prototype ideas (less time waste)

ü  Writing / editing (don’t skip this!)

ü  Proofreading (don’t skip this either!)

ü  Re-purpose content

CONTENT CREATION

@HanaAbaza #startupmarketingconf

RE-PURPOSE CONTENT ü  Video to audio

ü  Roundups

ü  Slides / infographics (here’s a Slideshare

based on an eBook)

ü  Blog posts → eBooks

ü  Resurface evergreen content

ü  Update existing content (here’s a

great example from Moz)

@HanaAbaza #startupmarketingconf

ü  Think of distribution before content

is created

ü  Find the right channels

ü  Spend your time wisely

CONTENT DISTRIBUTION

@HanaAbaza #startupmarketingconf

ü  Ask for an email address

ü  Don’t make it hard for people to

give you an email address

ü  Bridge the gap between content

and demand (process)

LEADS / SUBSCRIBERS

@HanaAbaza #startupmarketingconf

ü  Short term indicators vs. long

term ROI

ü  What can you look at now to

see what’s working?

ü  Iterate based on your goals and

key indicators

MEASUREMENT

#startupmarketingconf

Tools!

#startupmarketingconf

Content Ideas

@BuzzSumo

@Feedly

@Buffer

#startupmarketingconf

Image Creation

Pablo by @Buffer

@Canva

@Giphy

#startupmarketingconf

Headlines

@HubSpot Topic Generator

@HubSpot Topic Generator

titlecapitalization.com

#startupmarketingconf

Writing / Editing

Cliché Finder

@HemingwayApp

Grammar / Spelling – Grammarly

#startupmarketingconf

Process / Productivity

Editorial Calendar

@Kapost

@Uberflip

@Workflowy

@CoSchedule

@Trello

#startupmarketingconf

Distribution

@Buffer

@MailChimp

Marketing Automation

#startupmarketingconf

Leads / Subscribers

Marketing Automation

@Unbounce

@Uberflip

@SumoMe

Hello Bar

Bounce Exchange

#startupmarketingconf

Measurement

@BuzzSumo

@Uberflip Content Score

@Uberflip Content Score

@SumoMe Content Analytics

@Moz

Marketing Automation

@HanaAbaza #startupmarketingconf

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

@HanaAbaza #startupmarketingconf

Where can I find this deck?

hub.uberflip.com

THANK YOU!

#startupmarketingconf