The Formula for How Enterprise Marketers are Succeeding with Content Marketing [RESEARCH]
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This document outlines Marketo's formula for content marketing success at the enterprise level. It recommends establishing a content service bureau and content committee to govern content creation and ensure alignment. The content team should include roles like managing editor, associate editors, writers, and subject matter experts. It also recommends choosing content management and marketing automation tools to facilitate collaboration and distribution. Finally, it provides guidance on creating standard processes around areas like style guides, briefs, requests, creation workflows, and approvals to scale content production. The goal is to develop an efficient and scalable system to serve the needs of different organizational teams through strategic content.
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The Formula for How Enterprise Marketers are Succeeding with Content Marketing [RESEARCH]
- 1. The Formula for How Enterprise Marketers are Succeeding with Content Marketing Joe Pulizzi, Founder of Content Marketing Institute Ellen Gomes, Sr. Content Marketing Manager, Marketo
- 2. Marketo Case Study Developing a formula for content success
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Demand Gen Content Thought Leadership/ Brand Product Marketing/ Customer Content Team ? ? How does the content team serve the organization?
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 ...And then, here does content sit in the organization?? Demand Gen? Product Marketing? Brand? Inbound Marketing? Corporate Marketing?
- 5. The Solution
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Demand Gen Content PMM/Customer Thought Leadership / Brand Strategic Content Service Bureau and Committee
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 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
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 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
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Team Structure Content Service Bureau Managing Editor Associate Editor Writer Writer Associate Editor Writer Writer Content Committee
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Making this a Reality • Step 1: Choose your team • Step 2: Choose your technology • Step 3: Create your process • Step 4: Roll-out!
- 11. Step 1: Choose Your Team
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 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
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 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
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Outsourced Writers • Agency • Writer community • Independent writers Content Service Bureau Managing Editor Associate Editor Writer Writer Associate Editor Writer Writer
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 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?
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Internal Contributors • Content requesters/reviewers • Subject matter experts • Content contributors
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 • 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
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Design • In-house • Agency • Independent Designers
- 20. Step 2: Choose Your Technology
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 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
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 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
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 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?
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017
- 27. Step 3: Create Your Process
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 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
- 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 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?
- 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Content Request Process Email request Creative Brief Approve or add to wishlist Add to content plan Committee approval Add content into platform Start production
- 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Content Creation Process
- 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Mimic Workflow in Tool
- 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 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
- 35. Step 4:Roll-Out!
- 36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Create Process Documents
- 37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Schedule Training • Provide multiple times and record • Introduce concept • Outline process • Demo project management tool • Answer questions
- 38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 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
Notes de l'éditeur
- Previosu to this process makeover, we focused primarily on demand gen but there was not a leader or own for content that is customer facing, who owns thought leadership, customer case studies- it wasn’t on tone or on brand
- Where is the right place for content to sit? We have tried many different --
- How do you take your content marketing to the next level? Let’s take a look at the process we put in place to drive our content marketing forward, make it more effective,
- Preface whether It’s a small or large organization you can pull some of these tips
- Who makes up the team? Who requests content?
- Content governance Are these the right priorites for the organization? Final approval of key strategic assets. If there is a large investment, it’s especially important to get that buy in
- Goals of the content team is to serve the organization
- How did we arrive at this process. It can realy be broken down into 4 steps
- Even if you are a small team, it’s important to have someone-even just 1 person- deidcated to creating content
- How to extend your team if you don’t have the internal resources to produce the amount of content that you need. Scripted, Newscred- great writing resources that are relatively budget friendly or freelance independent writers.
- Create a consistency of voice, looking for a seamless extension of your team. Event if this isnt an agency, you can still use this as a guide
- All content needs a subject matter expert. These are ppl we reply on to own the expertise of the content topics.
- Ellen
- REPLACE
- Dayna
- So like we’ve covered--- without implementing a specific process, your content marketing process probably looks like this bowl of spaghetti
- Best way to to this is to record this, write it down, and be specific.