how to 10x your content team’s productivity

Hana Abaza, VP Marketing at Uberflip

How to 10x Your Content Team’s Productivity June 18, 2015

@ThueLMadsen #KISSwebinar

Join the conversation on Twi!er

Thue Madsen - KISSmetrics - @ThueLMadsen Thue is the KISSmetrics Webinar Wizard and Marketing Ops Specialist. Before joining forces with KISSmetrics, he was a Ly! driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him fishing and hiking in the Sierras.

Hana Abaza - Uberflip - @HanaAbaza Hana is the VP Marketing at Uberflip, a content marketing so"ware that helps marketers create, manage and optimize the content experience. A rare blend of modern-chic, tech-geek and entrepreneurial hustle, she gets results.

@HanaAbaza #KISSwebinar

Join the conversation on Twi!er

1 The Content Conundrum

2 People: How to Structure Your Content Team

3 Process: How to Define A Process That Works

What You’ll Learn Today

4 Tools: Find The Right Tools For Your Team & Process

WATCH WEBINAR RECORDING NOW

http://grow.kissmetrics.com/webinar-111?utm_medium=slideshare_deck&utm_campaign=slideshare&utm_source=slideshare&utm_content=webinar111&utm_term=null

The Content Conundrum

1


Limited Resources

(mo’ time, mo’ money, mo’ people)


Demand for More Content

Blogs eBooks White Papers Video

Case Studies Sales

Enablement Webinars


Content works.

So we’re expected to publish.


Content works.

So we’re expected to publish.

ALL THE TIME.


Content Shock (!)


How do you cut through the clu!er?



How do you get in front of your audience?



How do you get in front of your audience?

How do you hold their a!ention?

What is a 10x Content Marketer?

Someone who is productive and on target with your goals.

To be a 10x content marketer you must create, manage and

optimize ridiculously good content in a consistent and

repeatable way.

This come down to three things.

(In that order.)

People Process Tools

Disclaimer: You Already Kinda Know What You’re Doing

Before worrying about but process…

Understand buyer personas

Document strategy and goals

Align w/ Buyer Journey

Align with Lead Gen Offers

Align with Corp. Calendar

People

How to Structure Your Content Team

Content Quarterback


Content Quarterback

Designer

Editor


Content Quarterback

Designer

Demand Gen

Editor


DEMAND GEN EDITOR DESIGNER ANALYST

SUCCESS/SUPPORT

SALES

OPS

COMMUNITY MANAGER

CONTENT QUARTERBACK

Process

Establishing a Process

Organizational Process (the big picture)

Core Content Activities

Evaluate Content/Business Goals

A Simple Process

Plan

Create

Publish

Promote

Analyze

Adapt

A Less Simple Process

The Content Cycle

Creation

The Content Cycle

Creation Content Experience

The Content Cycle

Creation Content Experience Publishing

The Content Cycle

Creation Content Experience Publishing Promotion &

Distribution

The Content Cycle


DistributionMeasure &

Learn

The Content Cycle



Learn

How do we make the functional processes more

efficient at each stage of the cycle?

The Functional Process Behind It



Learn

Content Brainstorm

Editorial Calendar / Timelines

Drafts Submitted Edit & Format Design /

ExperienceSchedule to

Publish



Learn

How do we make this more efficient?

Content Brainstorm




Publish

The Functional Process Behind It

Rapid Prototyping (Quickly and easily get feedback on a content idea.)

Don’t invest time and effort until you’ve tested the idea.

Making Process Be!er

Rapid Prototyping (Quickly and easily get feedback on a content idea.)

Social Media

Talk to your team

Talk to a customer

Start small (i.e. blog post, then eBook)


Parallel Processes


Content Brainstorm




Publish

Parallel Processes


Content Brainstorm




Publish

Design / Experience

Parallel Processes


Content Brainstorm




Publish

Design / Experience

Schedule to Publish

Parallel Processes


Content Brainstorm




Publish

Design / Experience

Schedule to Publish

What needs to get done? What can happen at the same time?

Make Meetings Be#er Define your purpose

Set a time limit

Stand up!

Invite the right people


BREAKFAST The chicken was involved.

The pig was commi#ed.

Invite commi!ed people to your meetings.

(h/t @ksgreen)


Consistent Drip of Ideas

Editing / Proofreading

Repurpose Content !  Video to Audio

!  Roundups

!  Slides / Infographics

!  Articles to eBooks (vice versa)

!  Update existing content (Moz example)

More Tips for Faster Content Creation

Tips For Optimizing The Content Experience

First thing is first.. What are your goals.

Lead Generation Great content isn’t enough. You need room within the content

process to optimize the experience for lead capture.

Optimizing Your Content Experience

How Can We Generate Leads?

Links Within Content

Gating Content

Call-to-Actions

Nested Forms

Build a Subscriber Base

Promotion & Distribution



Learn

! Think about it during the creation process

! Find the right channels

! 80 / 20 Principle

Measure & Learn



Learn

! Short term vs. Long term

! Engagement vs. Growth

! Iterate based on your KPIs and your goals

Short-term indicators can help inform distribution and content creation.

Measure & Learn

Engagement

!  Page views

!  Social shares

!  Time on site

!  Bounce rate

Measure & Learn

Engagement vs. Growth Metrics

Growth

!  # of leads generated

!  # of customers

!  Cost per lead / customer

!  CTA conversation rates

Measure & Learn

Engagement vs. Growth Metrics

LOG IN WITH GOOGLE

Start Your Free KISSmetrics Trial

http://grow.kissmetrics.com/googlesignin?utm_medium=slideshare_deck&utm_campaign=slideshare&utm_source=slideshare&utm_content=google_signin_km&utm_term=null

Content Creation

BuzzSumo

Feedly

Buffer App

(super fast!) Image Creation

Pablo by Buffer

Headlines

HubSpot Topic Generator

Title Capitalization

Writing / Editing

Cliché Finder

HemingwayApp

Grammarly

Process / Productivity

Google Spreadsheets

Kapost

CoSchedule

Trello

Distribution

Buffer

MailChimp

Marketing Automation

Lead Gen

Marketing Automation (HubSpot)

Unbounce

Uberflip

SumoMe

Hello Bar

Bounce Exchange

Metrics & Analytics

BuzzSumo

Uberflip Content Score

KISSmetrics

SumoMe Content Analytics

2015 KISSmetrics Guide KISSmetrics Demo

h!p://kiss.ly/growth h!p://kiss.ly/demo

Questions?

Hana Abaza VP Marketing

Uberflip @hanaabaza

Thue Madsen Marketing Operations

KISSmetrics @ThueLMadsen

THANK YOU

Hana Abaza @hanaabaza

how to 10x your content team’s productivity

Marketing

content marketing

good content

content conundrum demand

x content marketer

content teams productivity

team process

process organizational

simple process plan