With limited resources and an unrelenting demand for more content, only a well-oiled content engine can maximize the ROI of your content marketing efforts. Topics covered include: - How to structure your content team for maximum efficiency - How to define leaner processes that will save your team hours - How to adapt your marketing ecosystem with the right tools for your content team

1. HOW TO 10X
HANA ABAZA
VP Marketing at Uberflip
PRODUCTIVITY
YOUR CONTENT TEAM’S

2. @HanaAbaza #startupmarketingconf
THE CONTENT CONUNDRUM
Limited resources (time, people and money!)
Demand for more content
Content shock (!)
Real time marketing

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To be a 10x content marketer
(e.g. productive and on target
with your goals)
you have to create ridiculously
good content in a consistent,
repeatable way.
Process, process process!

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ESTABLISHING A PROCESS
Organizational process (the big picture)

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ESTABLISHING A PROCESS
Organizational process (the big picture)
Core Content Activities

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ESTABLISHING A PROCESS
Organizational process (the big picture)
Core Content Activities
Authoring / Creation

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ESTABLISHING A PROCESS
Organizational process (the big picture)
Core Content Activities
Authoring / Creation
Experience

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ESTABLISHING A PROCESS
Organizational process (the big picture)
Core Content Activities
Authoring / Creation
Experience
Distribution

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ESTABLISHING A PROCESS
Organizational process (the big picture)
Core Content Activities
Authoring / Creation
Experience
Distribution
Measurement

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ESTABLISHING A PROCESS
Organizational process (the big picture)
Core Content Activities
Authoring / Creation
Experience
Distribution
Measurement
Content / Business Goals

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Plan
Create
Publish
Promote
Analyze
Adapt
A Simple Process

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A Less Simple Process

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DEMAND GEN EDITOR DESIGNER ANALYST
SUCCESS/SUPPORT
SALES
OPS
COMMUNITY MANAGER
CONTENT QUARTERBACK
A Complicated Process

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Editing
Content
Brainstorm
(monthly)
Update Editorial
Calendar
(monthly)
Formatting in
Content Hub
Content Gets
Submitted
(Ongoing)
Assign articles /
deadlines
(monthly)
Design
(Images etc)
Schedule for
Publishing
Before implementing this process:
● Document Strategy & Goals
● Understand Buyer Persona
● Align w/ Buyer Journey
● Align w/ Corporate Calendar
● Align w/ Lead Gen Offers

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A few things to note…
Keep it simple!

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A few things to note…
Keep it simple!
Meetings

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A few things to note…
Keep it simple!
Meetings
Define purpose

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A few things to note…
Keep it simple!
Meetings
Define purpose
Set a time limit

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A few things to note…
Keep it simple!
Meetings
Define purpose
Set a time limit
Stand up!

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A few things to note…
Keep it simple!
Meetings
Define purpose
Set a time limit
Stand up!
Make time for planning

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ü Consistent drip of ideas (tools & team)
ü Guest posts (proceed with caution)
ü Prototype ideas (less time waste)
ü Writing / editing (don’t skip this!)
ü Proofreading (don’t skip this either!)
ü Re-purpose content
CONTENT CREATION

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RE-PURPOSE CONTENT
ü Video to audio
ü Roundups
ü Slides / infographics (here’s a Slideshare
based on an eBook)
ü Blog posts → eBooks
ü Resurface evergreen content
ü Update existing content (here’s a
great example from Moz)

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ü Think of distribution before content
is created
ü Find the right channels
ü Spend your time wisely
CONTENT DISTRIBUTION

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ü Ask for an email address
ü Don’t make it hard for people to
give you an email address
ü Bridge the gap between content
and demand (process)
LEADS / SUBSCRIBERS

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ü Short term indicators vs. long
term ROI
ü What can you look at now to
see what’s working?
ü Iterate based on your goals and
key indicators
MEASUREMENT

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Tools!

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Content Ideas

31. @BuzzSumo

32. @Feedly

33. @Buffer

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Image Creation

35. Pablo by @Buffer

36. @Canva

37. @Giphy

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Headlines

39. @HubSpot Topic Generator

40. @HubSpot Topic Generator

41. titlecapitalization.com

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Writing / Editing

43. Cliché Finder

44. @HemingwayApp

45. Grammar / Spelling – Grammarly

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Process / Productivity

47. Editorial Calendar

48. @Kapost

49. @Uberflip

50. @Workflowy

51. @CoSchedule

52. @Trello

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Distribution

54. @Buffer

55. @MailChimp

56. Marketing Automation

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Leads / Subscribers

58. Marketing Automation

59. @Unbounce

60. @Uberflip

61. @SumoMe

62. Hello Bar

63. Bounce Exchange

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Measurement

65. @BuzzSumo

66. @Uberflip Content Score

67. @Uberflip Content Score

68. @SumoMe Content Analytics

69. @Moz

70. Marketing Automation

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7+ Must-Have Tools For Faster & Better Editing (read article)
The 9 Traits of Highly Effective Content Marketing Teams (read article)
Content Strategies, Tips and Tools (watch video)
Lean Content Marketing from Marketo (get eBook)
How HubSpot Does It: Creating A Content Machine (get eBook)
More Kick-Ass Resources

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Where can I find
this deck?
hub.uberflip.com

73. THANK YOU!
#startupmarketingconf