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How Small Teams Can Build Powerful Content Engines

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When OpenView was founded in 2006 email newsletters were not the norm, but we were committed to sharing best practices with founders around the globe and believed this was the way to do it. With a team of only 2 marketers, putting out a new piece of content every single day would not be possible without a strong, dedicated and expert pool of regular content contributors. Getting started with your own content network might seem daunting, but it really breaks down into two sides of one coin: building your network of contributors and then managing the content those contributors create.

Key Takeaways:

- Discover how to get started with a content strategy by leveraging existing in-house content, outside contributors and syndicated content

- Learn strategies to build your following through workflow and promotion

- Develop plans to implement your own content strategy, regardless of team size

Veröffentlicht in: Marketing
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How Small Teams Can Build Powerful Content Engines

  1. 1. HOW SMALL TEAMS CAN BUILD POWERFUL CONTENT ENGINES G A I L A X E L R O D @ G A X E L R O
  2. 2. GAIL AXELROD As Director of Marketing, Gail oversees the firm’s marketing programs with a specific focus on content through OpenView Labs. Prior to joining OpenView, Gail was the Corporate Communications Manager at BetterCloud, a New York-based cloud security provider. There she led content generation, public relations, corporate events and social media. D I R E C T O R O F M A R K E T I N G
  3. 3. OPENVIEW OpenView, the expansion stage venture firm, helps build software companies into market leaders. Through our Expansion Platform, we help companies hire the best talent, acquire and retain the right customers and partner with industry leaders so they can dominate their markets. Our focus on the expansion stage makes us uniquely suited to provide truly tailored operational support to our portfolio companies. Learn more at ov.vc. T H E E X P A N S I O N S T A G E V C
  4. 4. INSIDE OPENVIEW’S CONTENT MARKETING ENGINE
  5. 5. TOP LINE METRICS Y O U C A N D O A L O T W I T H A L I T T L E I N A Y E A R 250 30+ 100K 21.2M SESSIONS POSTS CONTRIBUTORS SUBSCRIBERS TEAM MEMBERS
  6. 6. GETTING STARTED WITH YOUR NETWORK Building a robust network of expert content contributors both through in-house talent & external resources. Managing and distributing the content this expert network creates to maximize visibility and site traffic. S T E P 1 S T E P 2
  7. 7. BUILDING YOUR NETWORK OF CONTRIBUTORS
  8. 8. CREATING A CONTENT NETWORK ISN’T ABOUT FINDING SUPERSTAR CONTRIBUTORS…
  9. 9. …IT’S ABOUT UNDERSTANDING WHO YOUR AUDIENCE IS AND WHAT THEY WANT & NEED FROM YOU.
  10. 10. PERSONAS BY ROLEBY FUNCTION BY STAGE Marketing Product Sales HR / Leadership, etc. Founder / CEO Senior-level VCs Junior-level Expansion (Primary) Early Growth
  11. 11. ONCE YOU HAVE A CLEAR SENSE OF YOUR AUDIENCE…YOU CAN START LOOKING FOR YOUR SUPERSTARS.
  12. 12. SOURCING YOUR NETWORK OF WRITERS. W E G R O U P O P E N V I E W L A B S C O N T R I B U T O R S I N T O T H R E E B U C K E T S . OUTSIDE CONTRIBUTORS SYNDICATED CONTENT IN HOUSE EXPERTS
  13. 13. EMPLOYEE NETWORK PORTFOLIO TEAM LEADS + ADVISORS Ask your colleagues: What they read, who they read and for introductions to their network. Look at your own network of contractors / consultants…it’s probably bigger than you think. We tap people who are advising our portfolio companies or senior leaders in our portfolio. PROSPECTS INFLUENCERS We engage with CEOs of prospect companies, who not only provide us with relevant content, but doing so also helps us nurture those relationships. Source contributors from websites like Product Hunt, LinkedIn and Medium. OUTSIDE CONTRIBUTORS
  14. 14. SYNDICATING OUTSTANDING CONTENT. Alone, this syndicated post drove 10,000 unique pageviews to our site in six months.
  15. 15. 16 IN-HOUSE CONTENT While it’s sometimes challenging to get people to make the time, content authored by company employees helps boost brand credibility, allows individuals to build their own brands and is a great way to help readers get to know your team.
  16. 16. LONG FORM The gift that keeps on giving from an SEO perspective…this post has driven more than 100,000 pageviews.
  17. 17. ACTUAL BOOKS!
  18. 18. "THIS IS ABOUT THE BEST WORK I’VE SEEN COME OUT OF A VC OR STARTUP FOR 3 YEARS." DESIGN AGENCY EXEC.
  19. 19. 20 CALCULATORS
  20. 20. INFOGRAPHICS
  21. 21. 22 ORIGINAL RESEARCH
  22. 22. MANAGING THE CONTENT YOUR CONTRIBUTORS CREATE
  23. 23. EMAIL (DUH) WORKFLOW & TOOLS EDITORIAL CALENDAR G DOCS / MSFT WORD WORDPRESS HUBSPOT C O N T E N T M A N A G E M E N T S T A C K Bonus Tools: Consider exploring other SaaS products for your stack including Typeform, OptinMonster, Contextly, Wistia, AddThis, Zapier, CCT, Upscribe, BuzzSumo, Screaming Frog, SEMRush, Moz, Google Analytics…the list goes on.
  24. 24. PROMOTION NEWSLETTERSOCIAL NETWORK All the usual suspects: Twitter, Facebook, LinkedIn, Instagram + sites like Product Hunt and communities like GrowthHackers. Build up your newsletter list through subscriptions and selectively gated content pieces and events (in person and online). Ask your colleagues and network (including writers) to share! Make it easy by using tools like Click to Tweet and Share Link Generator. SEO / ORGANIC The exact opposite of promotion…but a good bulk of your traffic should and will come from organic traffic through content that’s optimized for search.
  25. 25. BEYOND WRITTEN CONTENT VIDEOBUILD PODCAST EVENTS
  26. 26. REMEMBER, THIS DIDN’T HAPPEN OVERNIGHT…
  27. 27. BE SMART ABOUT WHERE YOU INVEST YOUR TIME & MARKETING DOLLARS AND YOU’LL GET THERE!
  28. 28. WANT TO CONTRIBUTE? HERE’S HOW E M A I L M E A T G A I L @ O V . V C
  29. 29. THANK YOU O P E N V I E W P A R T N E R S . C O M / N E W S L E T T E R

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