content marketing for small or solo marketing teams

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www.jacksonmarketingservices.com© 2017 Jackson Marketing Services. All Rights Reserved.

SMALL TEAM CONTENT MARKETINGAWARENESS - TRAFFIC - LEADS

Learn more at http://bit.ly/small-content-team

http://bit.ly/small-content-team

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You may have resources already on your team who can cover some of core content marketing functions. You may even find thatother departments can pitch in to help with certain content efforts. And, there are strong agency partners – even for those on leanbudgets.

SMALL TEAMSCAN WIN BIG

IT’S TRUE . . .

IT’S ALL ABOUT COLLABORATING WITH OTHERS TO GET THE JOB DONE!

Believe it or not, your small (or solo) marketing team can produce relevant, quality content even if you don’t have the megabucks to build your own brand journalism team. The important thing is to start with a focus on the essential functions and scale as you grow.

GOT A SOLO OR SMALL MARKETING TEAM?AWARENESS - TRAFFIC - LEADS



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Distribution & Promotion

Editorial Guidance

Feedback & AnalysesResearch

Content Creation & Production

Content Marketing Leadership

SIX FUNCTIONS KEY FUNCTIONSAWARENESS - TRAFFIC - LEADS

CONTENTMARKETING

Combine internal team members with an agency partner to cover the six functions below to build an SMB content marketing team.

6 things every content team needs



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Content marketing leaders ensure that the overallcontent marketing effort is aligned to and supportsbusiness goals.

SKILLS• Leadership• Communication• Marketing• Brand management• Budgeting• Strategic thinking

CONTENT LEADERSHIPAWARENESS - TRAFFIC - LEADS



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Editors keep the bigger, strategic picture in mind;evaluate the quality and variety of the work; and makesure the team sticks to the schedule spelled out in theeditorial calendar.

SKILLS• Storytelling• Proofreading• Deep editing• Project management• Creativity• Analytical skills• SEO knowledge

EDITORIAL GUIDANCEAWARENESS - TRAFFIC - LEADS



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Research responsibilities include gatheringinformation about buying personas, studying themarket and your competition, looking up andevaluating new keywords, and identifying hot topicsthat you should cover.

SKILLS• Advanced search engine querying• Social media listening• Google Analytics (or your preferred site analytics

tool)• SEO knowledge• Creative thinking• Analytical skills• Intellectual• Curious

RESEARCHAWARENESS - TRAFFIC - LEADS



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This kind of work involves coming up with ideas andfinding ways to execute them beautifully. Thesecontent creators and producers may be writers,designers, multimedia specialists, etc.

SKILLSWill vary based on your content needs and projects.• Writing• Graphic design• Videography• Illustration• Public speaking & presenting (think webinars,

webcasts, conferences)• App building• Etc.

CONTENT CREATION & PRODUCTIONAWARENESS - TRAFFIC - LEADS



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Remember to post your content on your site andacross a variety of platforms. Come up with creativeways to call attention to it. Consider email, SEO,social media, paid ads, and even offline marketing.

SKILLS• Email marketing• Social media (including paid social)• Paid search, display, remarketing• Community building (including inspiring employees

and influencers to share)• Paid distribution• Repurposing & guest posting

DISTRIBUTION & PROMOTIONAWARENESS - TRAFFIC - LEADS



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Analyze your content’s performance, measureengagement regularly and pay attention to thefeedback you receive from multiple sources.

SKILLS• Google Analytics• Google Webmaster Tools• Data analysis• Excel / Google Sheets• Ability to summarize data into executive summaries• Ability to pinpoint trends and actionable insights

FEEDBACK & ANALYSESAWARENESS - TRAFFIC - LEADS



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Marketing Team Other Employees Agency Partner

Content Marketing Leadership

Editorial Guidance

Research

Creation & Production

Distribution & Promotion

SHARE CONTENT MARKETING TASKSAWARENESS - TRAFFIC - LEADS

Feedback & Analyses

You can share the workload with other employees and an agency partner.



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Marketing technology can help you automate or streamline some of the functions mentioned earlier.

EXAMPLES• Automate social listening with Hootsuite1

• Manage the editorial calendar with CoSchedule2

• Set up automated email lead nurturing with Lead Liaison or your favorite marketing automation

• Create a dashboard or custom report in Google Analytics that emails team members reports weekly

1 Disclosure: I’m a Hootsuite Ambassador, volunteer role2 This is a CoSchedule referral link

Description Analysis

THE ROLE OF MARKETING TECHNOLOGYAWARENESS - TRAFFIC - LEADS

DOWNLOAD “SELECTING MARKETING AUTOMATION TECHNOLOGY”


https://hootsuite.com/

http://coschedule.com/r/2805

http://www.leadliaison.com/

https://managemymartech.com/new-ebook-selecting-marketing-automation-technology/


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SMALL TEAMS CANDELIVER BIG RESULTS

WITH THE RIGHT PEOPLE, PROCESSES, AND TECHNOLOGY

HOW IS YOUR SMALL TEAM APPROACHING CONTENT?AWARENESS - TRAFFIC - LEADS



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• B2B marketers who are ready to formalize their content strategy• Sales & marketing professionals tasked with driving online awareness

and leads• Small-to-mid-sized business owners

WHO IS THIS GUIDE FOR?

Download our ebook today, and you’ll learn more about these building blocks for leveraging written and visual assets for online success.

NEED TO BRUSH UP ON YOUR FUNDAMENTALS?AWARENESS - TRAFFIC - LEADS

DOWNLOAD

http://bit.ly/content-strategy-foundation

