how to 10x your content team’s productivity

HOW TO 10X YOUR CONTENT

TEAM’S PRODUCTIVITY

Hana Abaza

VP Marketing at Uberflip

#uberwebinar

@HanaAbaza@Uberflip#uberwebinar

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THE CONTENT CONUNDRUM

Limited resources

(time, people and money!)

Demand for more content

Content shock

Real time marketing


To be a 10x content marketer

(read: productive and on target

with your goals)

you have to create ridiculously

good content in a consistent,

repeatable way.

Process, process process!


ESTABLISHING A PROCESS

Organizational process (the big picture)




Core Content Activities





Authoring / Creation






Experience






Experience

Distribution






Experience

Distribution

Measurement






Experience

Distribution

Measurement

Content / Business Goals


DEMAND GEN EDITOR DESIGNER ANALYST

SUCCESS/SUPPORT

SALES

OPS

COMMUNITY MANAGER

CONTENT QUARTERBACK


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


A few things to note…

Keep it simple!



Keep it simple!

Meetings



Keep it simple!

Meetings

Define purpose



Keep it simple!

Meetings

Define purpose

Set a time limit



Keep it simple!

Meetings

Define purpose

Set a time limit

Stand up!



Keep it simple!

Meetings

Define purpose

Set a time limit

Stand up!

Make time for planning


Consistent drip of ideas (tools & team)

Guest posts (proceed with caution)

Prototype ideas (less time waste)

Writing / editing (don’t skip this!)

Proofreading (don’t skip this either!)

Re-purpose content

CONTENT CREATION


RE-PURPOSE CONTENT

Video to audio

Roundups

Slides / infographics (here’s a Slideshare

based on an eBook)

Blog posts → eBooks

Resurface evergreen content

Update existing content (here’s a great

example from Moz)

http://hub.uberflip.com/h/i/54979618-how-to-get-lucky-with-content-marketing

http://hub.uberflip.com/h/i/44513860-data-driven-content-marketing-ebook

http://moz.com/blog/announcing-2015-online-marketing-industry-survey


Think of distribution before content

is created

Find the right channels

Spend your time wisely

CONTENT DISTRIBUTION


Ask for an email address

Don’t make it hard for people to

give you an email address

Bridge the gap between content

and demand (process)

LEADS / SUBSCRIBERS


Short term indicators vs. long

term ROI

What can you look at now to

see what’s working?

Iterate based on your goals and

key indicators

MEASUREMENT


TOOLS!

Let’s geek out a bit

Content Ideas – BuzzSumo

http://www.buzzsumo.com

Content Ideas – Feedly

http://www.feedly.com

Content Ideas – Buffer

http://www.buffer.com

Images – Pablo by Buffer

https://bufferapp.com/pablo

Images – Canva

https://www.canva.com

Images – Giphy

http://giphy.com/

Headlines – Emotional Marketing Value Headline Analyzer

http://www.aminstitute.com/headline/index.htm

Headlines – Title Capitalization

http://titlecapitalization.com/

Headlines – HubSpot Topic Generator

http://www.hubspot.com/blog-topic-generator

Writing / Editing – Cliché Finder

http://cliche.theinfo.org/

Writing / Editing – Hemingway App

http://www.hemingwayapp.com/beta/index.html

Writing / Editing – Atomic Reach

http://webapp.atomicreach.com/

Grammar / Spelling – After the Deadline

https://chrome.google.com/webstore/detail/after-the-deadline/fcdjadjbdihbaodagojiomdljhjhjfho?utm_source=chrome-app-launcher-info-dialog

Grammar / Spelling – Grammarly

https://chrome.google.com/webstore/detail/grammarly-spell-checker-g/kbfnbcaeplbcioakkpcpgfkobkghlhen?hl=en

Process – Editorial Calendar

http://hub.uberflip.com/h/i/39571601-your-ultimate-content-marketing-toolbox-for-2015

Process – Kapost

http://www.kapost.com

Process – Percolate

http://www.percolate.com

Process – Uberflip

http://www.uberflip.com

Process – Workflowy

https://workflowy.com/

Process – CoSchedule

http://coschedule.com/

Process – Trello

https://trello.com/

Distribution – Buffer

http://bufferapp.com

Distribution – MailChimp

http://www.mailchimp.com

Distribution – Marketing Automation

Leads / Subscribers – Marketing Automation

Leads / Subscribers – Unbounce

http://www.unbounce.com

Leads / Subscribers – Uberflip

http://uberflip.com/product

Leads / Subscribers – SumoMe

http://www.sumome.com

Leads / Subscribers – Hello Bar

https://www.hellobar.com/

Leads / Subscribers – Bounce Exchange

http://www.bounceexchange.com/

Measurement – BuzzSumo

http://buzzsumo.com

Measurement – Uberflip Content Score

http://hub.uberflip.com/h/i/19519115-introducing-content-score-a-snapshot-of-your-content-roi/15825

Measurement – SumoMe Content Analytics

http://sumome.com/app/content-analytics

Measurement – Moz

http://moz.com

Distribution – Marketing Automation

Measurement – Marketing Automation / Google Analytics


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

http://hub.uberflip.com/h/i/53055397-7-must-have-tools-for-faster-better-editing

http://hub.uberflip.com/h/i/53806930-the-9-traits-of-highly-effective-content-marketing-teams

http://hub.uberflip.com/h/i/37622888-webinar-strategies-tips-and-tools-to-prep-for-2015/109406

http://www.marketo.com/ebooks/lean-content-marketing-how-to-create-content-on-a-budget/

http://offers.hubspot.com/how-hubspot-does-inbound-creating-a-content-machine


THANK YOU!

Got Questions?

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