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Building a ScalableContent Marketing Operation

The People, Processes and Tools You Need to Succeed

Emily ReynoldsDirector of Content Marketing at Phunware

About Me

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?Why Build a Content Marketing Operation?

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Managing editor Product marketing / product input Marketing strategy input Graphic and web design Campaign execution Sales enablement

People: Build Your Content Dream Team

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Define your: Content types Content creation and publishing processes Storage and sharing processes

Processes: Your New Best Friend

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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

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Tools: Google Everything

Drive

Docs

Sheets

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Example: Using Process Template Doc

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What’s a Message Map?Awareness Education Consideratio

nPurchase 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.

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Example: Message Map

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Example: Integrated Campaign

Promo Email

Social Posts

Ultra-Targeted PPC

Landing Page

Sales Follow-Up Email

Pillar Asset (eBook)

Feeder Blog

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Results Speed, efficiency and scale Process optimization Reporting and visibility Good vibes

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Fancy Tools I Use

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