the strategic content service bureau

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The Strategic Content Service Bureau: Optimizing, Structuring, and Creating a

Process Around Content Marketing

Dayna Rothman, Senior Content Marketing Manager, Marketo

@dayroth

#C2C15

Today’s Content Challenge

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Silioed content creation.

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Too much content.

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Marketo’s challenge

Demand Gen

Content

Thought Leadership/

Brand

Product Marketing/Customer

Content Team

? ?

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...And then, where does content sit in the organization??

Demand Gen?

Product Marketing?

Brand?

Inbound Marketing?

Corporate Marketing?

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The Solution

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Demand Gen Content

PMM/Customer

Thought Leadership /

Brand

Strategic Content Service Bureau and Committee

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Determines content roadmap

Supports content requests from various teams

Oversees content creation process

Ensures consistency of message and voice

Streamlines content creation for scalability

Reduces duplicate efforts and resources

Strategic Content Service Bureau

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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

Content Committee

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Content Committee

Content Service Bureau

Managing Editor

Associate Editor

Writer Writer Writer Writer

Team Structure

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Step 1: Choose your team

Step 2: Choose your technology

Step 3: Create your process

Step 4: Roll-out!

Making this a Reality

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Step 1: Choose Your Team

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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

Managing Editor

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Content Manager, Content Specialist, Content Coordinator

Responsible for:

Content creation

Copy editing

Project management

Coordination amongst teams

Associate Editor of the Blog

Associate Editor

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Agency

Writer community

Independent writers

Outsourced Writers

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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?

Questions to Ask an Agency

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Content requesters/reviewers

Subject matter experts

Content contributors

Internal Contributors

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In-house

Agency

Independent Designers

Design

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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

Content Style Guide

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Step 2: Choose Your Technology

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Version control

Lack of updating

Too much information

Can’t collaborate

Poor project management

Problems with Content Spreadsheets

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Emails get lost in your inbox

Too much information to sift through

Don’t have everything all in one place

Too much communication

Problems with Email Collaboration

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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

Content Management Tools

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How many people do you need to collaborate with?

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?

Questions to Ask Yourself

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Step 3: Create Your Process

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Email request

Creative Brief

Approve or add to wishlist

Add to content

plan

Committee approval

Add content

into platform

Start production

Content Request Process

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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?

Creative Brief

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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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Content Creation Process

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Mimic Workflow in Tool

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Step 4:Roll-Out!

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Create Process Documents

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Provide multiple times and record

Introduce concept

Outline process

Demo project management tool

Answer questions

Schedule Training

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What is and isn’t working?

Evaluate:

Your process

Your platform

Stakeholder reactions

Additional training needed

How often participants are straying from guidelines

Iterate Over Time

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A solid structure and processes…

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…= content bliss

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Thank You!@dayroth

drothman@marketo.com