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Hana Abaza, VP Marketing at Uberflip
How to 10x Your Content Team’s
Productivity
June 18, 2015
@ThueLMadsen #KISSwebinar
Join the conversation on Twi er
Thue Madsen - KISSmetrics - @ThueLMadsen
Thue is the KISSmetrics Webinar Wizard and Marketing Ops
Specialist. Before joining forces with KISSmetrics, he was a Ly!
driver in SF, which is also how he ended up as a KISSmetrics
marketer. Whenever Thue is not trying to automate everything
around him, you can find him fishing and hiking in the Sierras.
Hana Abaza - Uberflip - @HanaAbaza
Hana is the VP Marketing at Uberflip, a content marketing
so ware that helps marketers create, manage and optimize
the content experience. A rare blend of modern-chic, tech-
geek and entrepreneurial hustle, she gets results.
@HanaAbaza #KISSwebinar
Join the conversation on Twi er
1 The Content Conundrum
2 People: How to Structure Your Content Team
3 Process: How to Define A Process That Works
What You’ll Learn Today
4 Tools: Find The Right Tools For Your Team & Process
WATCH WEBINAR RECORDING NOW
The Content Conundrum
1
The Content Conundrum
Limited Resources
(mo’ time, mo’ money, mo’ people)
The Content Conundrum
Demand for More Content
Blogs eBooks White Papers Video
Case Studies
Sales
Enablement
Webinars
The Content Conundrum
Content works.
So we’re expected to publish.
The Content Conundrum
Content works.
So we’re expected to publish.
ALL THE TIME.
The Content Conundrum
Content Shock (!)
The Content Conundrum
How do you cut through the clu er?
The Content Conundrum
How do you cut through the clu er?
How do you get in front of your audience?
The Content Conundrum
How do you cut through the clu er?
How do you get in front of your audience?
How do you hold their a ention?
What is a 10x Content
Marketer?
Someone who is productive
and on target with your goals.
To be a 10x content marketer
you must create, manage and
optimize ridiculously good
content in a consistent and
repeatable way.
This come down to three things.
(In that order.)
People Process Tools
Disclaimer: You Already Kinda Know What You’re Doing
Before worrying about but process…
Understand buyer personas
Document strategy and goals
Align w/ Buyer Journey
Align with Lead Gen Offers
Align with Corp. Calendar
People
How to Structure Your Content Team
Content
Quarterback
How to Structure Your Content Team
Content
Quarterback
Designer
Editor
How to Structure Your Content Team
Content
Quarterback
Designer
Demand Gen
Editor
How to Structure Your Content Team
DEMAND GEN EDITOR DESIGNER ANALYST
SUCCESS/SUPPORT
SALES
OPS
COMMUNITY MANAGER
CONTENT QUARTERBACK
Process
Establishing a Process
Organizational Process (the big picture)
Core Content Activities
Evaluate Content/Business Goals
A Simple Process
Plan
Create
Publish
Promote
Analyze
Adapt
A Less Simple Process
The Content Cycle
Creation
The Content Cycle
Creation
Content
Experience
The Content Cycle
Creation
Content
Experience
Publishing
The Content Cycle
Creation
Content
Experience
Publishing
Promotion &
Distribution
The Content Cycle
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
The Content Cycle
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
The Content Cycle
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
How do we make the functional processes more
efficient at each stage of the cycle?
The Functional Process Behind It
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
Content
Brainstorm
Editorial
Calendar /
Timelines
Drafts
Submitted
Edit & Format
Design /
Experience
Schedule to
Publish
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
How do we make this more efficient?
Content
Brainstorm
Editorial
Calendar /
Timelines
Drafts
Submitted
Edit & Format
Design /
Experience
Schedule to
Publish
The Functional Process Behind It
Rapid Prototyping
(Quickly and easily get feedback on a content idea.)
Don’t invest time and effort until you’ve tested the idea.
Making Process Be er
Rapid Prototyping
(Quickly and easily get feedback on a content idea.)
Social Media
Talk to your team
Talk to a customer
Start small (i.e. blog post, then eBook)
Making Process Be er
Parallel Processes
Making Process Be er
Content
Brainstorm
Editorial
Calendar /
Timelines
Drafts
Submitted
Edit & Format
Design /
Experience
Schedule to
Publish
Parallel Processes
Making Process Be er
Content
Brainstorm
Editorial
Calendar /
Timelines
Drafts
Submitted
Edit & Format
Design /
Experience
Schedule to
Publish
Design /
Experience
Parallel Processes
Making Process Be er
Content
Brainstorm
Editorial
Calendar /
Timelines
Drafts
Submitted
Edit & Format
Design /
Experience
Schedule to
Publish
Design /
Experience
Schedule to
Publish
Parallel Processes
Making Process Be er
Content
Brainstorm
Editorial
Calendar /
Timelines
Drafts
Submitted
Edit & Format
Design /
Experience
Schedule to
Publish
Design /
Experience
Schedule to
Publish
What needs to get done? What can happen at the same time?
Make Meetings Be er
Define your purpose
Set a time limit
Stand up!
Invite the right people
Making Process Be er
How to 10x Your Content Team’s Productivity
BREAKFAST
The chicken was involved.
The pig was commi ed.
Invite commi ed people to your meetings.
(h/t @ksgreen)
Making Process Be er
Consistent Drip of Ideas
Editing / Proofreading
Repurpose Content
!  Video to Audio
!  Roundups
!  Slides / Infographics
!  Articles to eBooks (vice versa)
!  Update existing content
(Moz example)
More Tips for Faster Content Creation
Tips For Optimizing The Content Experience
First thing is first.. What are your goals.
Lead Generation
Great content isn’t enough. You need room within the content
process to optimize the experience for lead capture.
Optimizing Your Content Experience
How Can We Generate Leads?
Links Within Content
Gating Content
Call-to-Actions
Nested Forms
Build a Subscriber Base
Promotion & Distribution
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
! Think about it during the
creation process
! Find the right channels
! 80 / 20 Principle
Measure & Learn
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
! Short term vs. Long term
! Engagement vs. Growth
! Iterate based on your KPIs
and your goals
Short-term indicators can help inform
distribution and content creation.
Measure & Learn
Short-term indicators can help inform
distribution and content creation.
Measure & Learn
Engagement
!  Page views
!  Social shares
!  Time on site
!  Bounce rate
Measure & Learn
Engagement vs. Growth Metrics
Growth
!  # of leads generated
!  # of customers
!  Cost per lead / customer
!  CTA conversation rates
Measure & Learn
Engagement vs. Growth Metrics
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
Tools
Content Creation
BuzzSumo
Feedly
Buffer App
(super fast!)
Image Creation
Pablo by Buffer
Canva
Giphy
Headlines
HubSpot Topic Generator
HubSpot Topic Generator
Title Capitalization
Writing / Editing
Cliché Finder
HemingwayApp
Grammarly
Process / Productivity
Google Spreadsheets
Kapost
CoSchedule
Trello
Distribution
Buffer
MailChimp
Marketing Automation
Lead Gen
Marketing Automation (HubSpot)
Unbounce
Uberflip
SumoMe
Hello Bar
Bounce Exchange
Metrics & Analytics
BuzzSumo
Uberflip Content Score
KISSmetrics
SumoMe Content Analytics
Moz
2015 KISSmetrics Guide KISSmetrics Demo
h p://kiss.ly/growth h p://kiss.ly/demo
Questions?
Hana Abaza
VP Marketing
Uberflip
@hanaabaza
Thue Madsen
Marketing Operations
KISSmetrics
@ThueLMadsen
THANK YOU
Hana Abaza
@hanaabaza

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