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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 joini...
@HanaAbaza #KISSwebinar
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1 The Content Conundrum
2 People: How to Structure Your Content Team
3 Process: How to Define A Process That Works
What You...
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...
What is a 10x Content
Marketer?
Someone who is productive
and on target with your goals.
To be a 10x content marketer
you ...
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...
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 ...
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 funct...
The Functional Process Behind It
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
Content
B...
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
How do we make this more efficient?
Content
...
Rapid Prototyping
(Quickly and easily get feedback on a content idea.)
Don’t invest time and effort until you’ve tested the...
Rapid Prototyping
(Quickly and easily get feedback on a content idea.)
Social Media
Talk to your team
Talk to a customer
S...
Parallel Processes
Making Process Be er
Content
Brainstorm
Editorial
Calendar /
Timelines
Drafts
Submitted
Edit & Format
D...
Parallel Processes
Making Process Be er
Content
Brainstorm
Editorial
Calendar /
Timelines
Drafts
Submitted
Edit & Format
D...
Parallel Processes
Making Process Be er
Content
Brainstorm
Editorial
Calendar /
Timelines
Drafts
Submitted
Edit & Format
D...
Parallel Processes
Making Process Be er
Content
Brainstorm
Editorial
Calendar /
Timelines
Drafts
Submitted
Edit & Format
D...
Make Meetings Be er
Define your purpose
Set a time limit
Stand up!
Invite the right people
Making Process Be er
BREAKFAST
The chicken was involved.
The pig was commi ed.
Invite commi ed people to your meetings.
(h/t @ksgreen)
Making P...
Consistent Drip of Ideas
Editing / Proofreading
Repurpose Content
!  Video to Audio
!  Roundups
!  Slides / Infographics
!...
Tips For Optimizing The Content Experience
First thing is first.. What are your goals.
Lead Generation
Great content isn’t ...
Optimizing Your Content Experience
How Can We Generate Leads?
Links Within Content
Gating Content
Call-to-Actions
Nested F...
Promotion & Distribution
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
! Think about it ...
Measure & Learn
Creation
Content
Experience
Publishing
Promotion &
Distribution
Measure &
Learn
! Short term vs. Long term...
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
Gro...
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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