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SECRETS TO BUILDING AN INTERNAL CONTENT

MARKETING TEAMPRESENTED  BY  QUINN  WHISSEN

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ABOUT ME• Marketing  Manager  for  Vertical  Measures

• Columnist  for  Marketing  Land,  Content  Marketing  Institute

• Co-­Founder  of  This  Could  Be  PHX

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WHAT WE’LL COVER1. Philosophy  of  Content  Marketing

2. Organizing  Your  Resources

3. Putting  Together  Your  Dream  Team

4. Processes  and  Checklists

5. Ideation  and  Amplification

6. Maintaining  a  Content  Culture

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CONTENT MARKETING IS A PHILOSOPHY

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a theory or attitude held by a person or organization that acts as a guiding

principle for behavior

phi·los·o·phyfəәˈläsəәfē/

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Philosophy  of  Content  Marketing

People

ProcessesPriorities

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CONTENT MARKETING IS A TEAM SPORT

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EVERY MOMENT IS A CONTENT OPPORTUNITY

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YOUR TEAM:a)  is  vital  to  your  strategy

b)  can  find  content  around  every  corner

c)  can  directly  contribute  to  your  success

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ORGANIZING YOUR RESOURCES

Designers

WritersManagers

MarketingSales

I.T.

Webmaster

SEOs

Photographers

Content  Creators Data  Crunchers

Executive  Team

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3 RULES OF ORGANIZATION1. Include  as  many  people  as  possible  in  your  content  creation  – everyone  can  be  an  asset.

2. Choose  ONE  person  to  oversee  all  content  efforts.

3. Create  a  defined  process  up  front  and  set  expectations  early.

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PUTTING TOGETHER YOUR DREAM TEAM

7  ROLES

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PLANNERS• Maintain  the  editorial  calendar• Set  deadlines,  help  keep  them• Direct  the  content  implementation

• Wrangle  content  creators  (internal  or  freelance)

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SUBJECT MATTER EXPERTS• Sources  in  your  company  that  can  be  mined  for  content

• They  are  a  wealth  of  knowledge  and  expertise  

• They  may  also  be  content  creators,  but  often  they  are  busy  doing  their  jobs

• They  can  provide  “brain  dumps”  to  content  creators

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CONTENT CREATORS• Writers,  designers,  photographers,  etc.

• Can  take  information  from  SME’s  and  create  informed,  helpful  content

• Work  involves  research,  content  creation,  and  implementation

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EDITORS

Quality  control  on  a  piece-­by-­piece  basis  to  ensure  consistency  of  tone,  voice  and  expertise

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WEB MANAGERS• Someone  who  physically  publishes  the  content  on  your  website  or  distribution  channels

• Handles  I.T.,  software  updates  and  other  necessary  functionality  for  publication

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PROMOTERS• Promotes  content  on  social  media  platforms

• Sets  up  paid  advertising  for  content  promotion

• Creates  engagement  strategies

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DATA CRUNCHERS• Figures  out  if  your  content  is  helping  you  reach  your  goals

• Provides  insights  into  tweaking  efforts  based  on  data

• Drills  down  on  performance  for  the  big  picture  and  specific  content  pieces

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BECOME A MASTER CAT HERDER

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TOPIC RESEARCHq Best  practices  for  researchq Tools  to  use

q Content  gap  identifiers  

q Multiple   title  variantsq Emotional  or  urgency  “punch”

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CONTENT CREATIONq Library  of  highlighted   examplesq Word  count  

q Thesis  statement

q Tone  and  voiceq Use  of  imagery

q Formatting

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OPTIMIZATIONq Link  implementation,   internal  and  externalq Image  and  video  optimization

q Meta  title  and  description

q Proper  category/tags   for  blogsq Headings

q Social  appearance

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Using Tools

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IDEATION &AMPLIFICATION

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COMPANY-­WIDE BRAINSTORMING• Have  everyone  on  your  team  

provide  5  questions  they  get  asked  all  the  time

• Pull  all  those  ideas  into  a  spreadsheet  and  create  topics,  pick  what  formats,  and  start  planning

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SALES PEOPLE!• Your  sales  team  already  have  

nuggets  of  gold  in  their  outboxes

• Generate  content  ideas  and  the  content  itself  from  their  email

• Why?  Because  their  job  is  to  answer  questions!

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EVERY MOMENT IS A CONTENT OPPORTUNITY • Draw  content  out  of  challenges,  trends,  achievements  and  internal  events

• Don’t  ask  “What  can  you  write  about?”  Ask  “What  questions  do  you  get  asked  every  day?”

• Content@YourEmail.Com

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PROVIDE “LAZY TWEETS”

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MAINTAINING A CULTURE OF CONTENT

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“A genuine culture of content goes far beyond enabling and empowering content creators

outside of marketing.

It’s about education: what content can achieve and how those achievements

might benefit them.”

– Rebecca Lieb

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ALIGN• Goals• Vision• Strategy• Expectations

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WIIFM?• Personal  branding• Individual  thought  leadership  and  influence• Professional  network  building• Involvement  in  company’s  trajectory• Vital  skillset

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RECOGNITION AND INCENTIVES

• Monthly  “top  content”  reward

• Flat  bonuses

• Recognition  in  company  meetings

• Highlighted  content  in  newsletters

• Social  call-­outs

• Gamification

King  Me!

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SHARE RESULTS!• Weekly  email  updates

• Mini  campaign  reports

• Quarterly  or  larger,  comprehensive  data  pulls

• Insights  to  prove  how  your  efforts  are  trending

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CREATE A THOUGHT LEADER SQUAD• Speaking  events• Off-­site  industry  publications

• Podcasts,  webinars• Larger  content  pieces

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ONGOING RECRUITMENT

• Job  listing• Interview  process• Waiting  period• Training

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ASK FEEDBACK• Does  our  content   reflect  our  culture?• What  could  we  be  doing  that  we  aren’t?• Is  there  something  we  are  doing  very  well  already?• What  can  you  do  to  contribute  to  our  content  culture?

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THANK  YOU!

CONTENT MARKETING IS A TEAM SPORT