the strategic content service bureau
TRANSCRIPT
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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
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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
