the formula for how enterprise marketers are succeeding with content marketing [research]
Post on 11-Jan-2017
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The Formula for How Enterprise Marketers are Succeeding with Content MarketingJoe Pulizzi, Founder of Content Marketing InstituteEllen Gomes, Sr. Content Marketing Manager, Marketo
Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Demand Gen
Content
Thought Leadership/
Brand
Product Marketing/Customer
Content Team ? ?
How does the content team serve the organization?
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...And then, here does content sit in the organization??
Demand Gen?
Product Marketing?
Brand?
Inbound Marketing?
Corporate Marketing?
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Demand Gen Content
PMM/Customer Thought Leadership
/ Brand
Strategic Content Service Bureau and Committee
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Content Service Bureau• Determine content roadmap• Support content requests from various teams• Oversee content creation process• Ensure consistency of message and voice• Streamline content creation for scalability • Reduce duplicate efforts and resources
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Content Committee • Made up of key
organizational stakeholders• Content governance• Set direction and review plan• Monthly or quarterly
meetings for review• Final approval on key
strategic assets
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Team Structure
Content Service Bureau
Managing Editor
Associate Editor
Writer Writer
Associate Editor
Writer Writer
Content Committee
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Making this a Reality • Step 1: Choose your team• Step 2: Choose your technology• Step 3: Create your process• Step 4: Roll-out!
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Managing Editor• VP of Content, Director of Content, Content Manager• Responsible for:
• Content strategy and editorial calendar• Coordination amongst the teams• Content committee membership• Brand voice• Writing• Editing• Vendor vetting and coordination • Managing Editor of the blog
Content Service Bureau
Managing Editor
Associate Editor
Writer Writer
Associate Editor
Writer Writer
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Associate Editor• Content Manager, Content Specialist, Content
Coordinator• Responsible for:
• Content creation• Copy editing• Project management• Coordination amongst teams• Associate Editor of the Blog
Content Service Bureau
Managing Editor
Associate Editor
Writer Writer
Associate Editor
Writer Writer
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Outsourced Writers• Agency• Writer community• Independent writers
Content Service Bureau
Managing Editor
Associate Editor
Writer Writer
Associate Editor
Writer Writer
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Questions to Ask an Agency• Do you have writing samples?• Can we speak directly to the writers?• Are your writers in-house or external?• Is there a consistent account manager?• What are your fees? Are they hourly? Per project? Per word?• What is your turn around time?• Do you have writers who specialize in particular verticals on
staff?
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Internal Contributors • Content requesters/reviewers• Subject matter experts• Content contributors
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• All content needs a Subject Matter Expert (SME)• Owns expertise in content• Must help create outline and connect with writers• Must be involved in review process• Must give final approval
Subject Matter Expert
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Design• In-house • Agency • Independent Designers
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Content Management Tools• Help you:
• Organize and prioritize tasks• Project manage• Collaborate with multiple people• Keep track of content projects• Create an overall editorial calendar• Have everything all in one place
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A Marketing Automation• Helps you:
• Strategically distribute your content across the entire customer lifecycle
• Build an “owned” database of followers• Drive cross-channel engagement• Deliver relevant, personalized content• Understand your impact
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Questions to Ask• How many people do you need to collaborate with? And,
what visibility do they need?• What is your content creation process?• Who needs to approve your content?• What steps are needed for approval?• Do you have separate workflows for different content
pieces?
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Writing Process: Content Style Guide• Who is your company?• Who do you sell to?• Who makes up the content team?• Style and writing tone• Grammar guidelines• Content types and structure• Content promotion
Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Writing Process: Creative Brief• What is your content idea?
• What key topic does this address?
• What form should the content take?
• What business unit does this content support?
• Who is the target audience?
• What voice should this content have?
• What goals are you trying to achieve?
• What is the main thesis you want to get across?
• Where will this be promoted and when?
• What is the due date?
Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Content Request Process
Email request
Creative Brief
Approve or add to
wishlist
Add to content
plan
Committee approval
Add content into
platform
Start production
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Approvals• Make sure you have your list of stakeholders• Some assets may need more approvers than others• Set time limits for reviews/approvals—24-48 hours
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Schedule Training• Provide multiple times and record • Introduce concept• Outline process• Demo project management tool• Answer questions
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Iterate Over Time• What is and isn’t working?• Evaluate:
• Your process• Your platform• Stakeholder reactions• Additional training needed• How often participants are straying from guidelines
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