1. 1. HOW TO 10X HANA ABAZA VP Marketing at Uberflip PRODUCTIVITY YOUR CONTENT TEAMS
2. 2. @HanaAbaza #startupmarketingconf THE CONTENT CONUNDRUM Limited resources (time, people and money!) Demand for more content Content shock (!) Real time marketing
3. 3. @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!
4. 4. @HanaAbaza #startupmarketingconf
5. 5. @HanaAbaza #startupmarketingconf
6. 6. @HanaAbaza #startupmarketingconf
7. 7. @HanaAbaza #startupmarketingconf ESTABLISHING A PROCESS Organizational process (the big picture)
8. 8. @HanaAbaza #startupmarketingconf ESTABLISHING A PROCESS Organizational process (the big picture) Core Content Activities
9. 9. @HanaAbaza #startupmarketingconf ESTABLISHING A PROCESS Organizational process (the big picture) Core Content Activities Authoring / Creation
10. 10. @HanaAbaza #startupmarketingconf ESTABLISHING A PROCESS Organizational process (the big picture) Core Content Activities Authoring / Creation Experience
11. 11. @HanaAbaza #startupmarketingconf ESTABLISHING A PROCESS Organizational process (the big picture) Core Content Activities Authoring / Creation Experience Distribution
12. 12. @HanaAbaza #startupmarketingconf ESTABLISHING A PROCESS Organizational process (the big picture) Core Content Activities Authoring / Creation Experience Distribution Measurement
13. 13. @HanaAbaza #startupmarketingconf ESTABLISHING A PROCESS Organizational process (the big picture) Core Content Activities Authoring / Creation Experience Distribution Measurement Content / Business Goals
14. 14. @HanaAbaza #startupmarketingconf Plan Create Publish Promote Analyze Adapt A Simple Process
15. 15. @HanaAbaza #startupmarketingconf A Less Simple Process
16. 16. @HanaAbaza #startupmarketingconf DEMAND GEN EDITOR DESIGNER ANALYST SUCCESS/SUPPORT SALES OPS COMMUNITY MANAGER CONTENT QUARTERBACK A Complicated Process
17. 17. @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
18. 18. @HanaAbaza #startupmarketingconf A few things to note Keep it simple!
19. 19. @HanaAbaza #startupmarketingconf A few things to note Keep it simple! Meetings
20. 20. @HanaAbaza #startupmarketingconf A few things to note Keep it simple! Meetings Define purpose
21. 21. @HanaAbaza #startupmarketingconf A few things to note Keep it simple! Meetings Define purpose Set a time limit
22. 22. @HanaAbaza #startupmarketingconf A few things to note Keep it simple! Meetings Define purpose Set a time limit Stand up!
23. 23. @HanaAbaza #startupmarketingconf A few things to note Keep it simple! Meetings Define purpose Set a time limit Stand up! Make time for planning
24. 24. @HanaAbaza #startupmarketingconf Consistent drip of ideas (tools & team) Guest posts (proceed with caution) Prototype ideas (less time waste) Writing / editing (dont skip this!) Proofreading (dont skip this either!) Re-purpose content CONTENT CREATION
25. 25. @HanaAbaza #startupmarketingconf RE-PURPOSE CONTENT Video to audio Roundups Slides / infographics (heres a Slideshare based on an eBook) Blog posts eBooks Resurface evergreen content Update existing content (heres a great example from Moz)
26. 26. @HanaAbaza #startupmarketingconf Think of distribution before content is created Find the right channels Spend your time wisely CONTENT DISTRIBUTION
27. 27. @HanaAbaza #startupmarketingconf Ask for an email address Dont make it hard for people to give you an email address Bridge the gap between content and demand (process) LEADS / SUBSCRIBERS
28. 28. @HanaAbaza #startupmarketingconf Short term indicators vs. long term ROI What can you look at now to see whats working? Iterate based on your goals and key indicators MEASUREMENT
29. 29. #startupmarketingconf Tools!
30. 30. #startupmarketingconf Content Ideas
31. 31. @BuzzSumo
32. 32. @Feedly
33. 33. @Buffer
34. 34. #startupmarketingconf Image Creation
35. 35. Pablo by @Buffer
36. 36. @Canva
37. 37. @Giphy
38. 38. #startupmarketingconf Headlines
39. 39. @HubSpot Topic Generator
40. 40. @HubSpot Topic Generator
41. 41. titlecapitalization.com
42. 42. #startupmarketingconf Writing / Editing
43. 43. Clich Finder
44. 44. @HemingwayApp
45. 45. Grammar / Spelling Grammarly
46. 46. #startupmarketingconf Process / Productivity
47. 47. Editorial Calendar
48. 48. @Kapost
49. 49. @Uberflip
50. 50. @Workflowy
51. 51. @CoSchedule
52. 52. @Trello
53. 53. #startupmarketingconf Distribution
54. 54. @Buffer
55. 55. @MailChimp
56. 56. Marketing Automation
57. 57. #startupmarketingconf Leads / Subscribers
58. 58. Marketing Automation
59. 59. @Unbounce
60. 60. @Uberflip
61. 61. @SumoMe
62. 62. Hello Bar
63. 63. Bounce Exchange
64. 64. #startupmarketingconf Measurement
65. 65. @BuzzSumo
66. 66. @Uberflip Content Score
67. 67. @Uberflip Content Score
68. 68. @SumoMe Content Analytics
69. 69. @Moz
70. 70. Marketing Automation
71. 71. @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
72. 72. @HanaAbaza #startupmarketingconf Where can I find this deck? hub.uberflip.com
73. 73. THANK YOU! #startupmarketingconf