how to 10x your content team's productivity
TRANSCRIPT
HOW TO 10X
HANA ABAZA VP Marketing at Uberflip
PRODUCTIVITY YOUR CONTENT TEAM’S
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THE CONTENT CONUNDRUM
Limited resources (time, people and money!)
Demand for more content
Content shock (!)
Real time marketing
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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!
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ESTABLISHING A PROCESS Organizational process (the big picture)
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ESTABLISHING A PROCESS Organizational process (the big picture)
Core Content Activities
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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
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Plan
Create
Publish
Promote
Analyze
Adapt
A Simple Process
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A Less Simple Process
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DEMAND GEN EDITOR DESIGNER ANALYST
SUCCESS/SUPPORT SALES
OPS
COMMUNITY MANAGER
CONTENT QUARTERBACK
A Complicated Process
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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
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A few things to note… Keep it simple!
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A few things to note… Keep it simple!
Meetings
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A few things to note… Keep it simple!
Meetings Define purpose
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A few things to note… Keep it simple!
Meetings Define purpose
Set a time limit
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A few things to note… Keep it simple!
Meetings Define purpose
Set a time limit
Stand up!
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A few things to note… Keep it simple!
Meetings Define purpose
Set a time limit
Stand up!
Make time for planning
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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
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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)
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ü Think of distribution before content
is created
ü Find the right channels
ü Spend your time wisely
CONTENT DISTRIBUTION
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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
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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
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Tools!
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Content Ideas
@BuzzSumo
@Feedly
@Buffer
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Image Creation
Pablo by @Buffer
@Canva
@Giphy
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Headlines
@HubSpot Topic Generator
@HubSpot Topic Generator
titlecapitalization.com
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Writing / Editing
Cliché Finder
@HemingwayApp
Grammar / Spelling – Grammarly
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Process / Productivity
Editorial Calendar
@Kapost
@Uberflip
@Workflowy
@CoSchedule
@Trello
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Distribution
@Buffer
@MailChimp
Marketing Automation
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Leads / Subscribers
Marketing Automation
@Unbounce
@Uberflip
@SumoMe
Hello Bar
Bounce Exchange
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Measurement
@BuzzSumo
@Uberflip Content Score
@Uberflip Content Score
@SumoMe Content Analytics
@Moz
Marketing Automation
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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
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Where can I find this deck?
hub.uberflip.com
THANK YOU!
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