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This post is all about building a scalable content marketing machine, based on a webinar with Tami McQueen—Director of Marketing at SalesLoft. Tami is based in Atlanta where she joined the startup- SalesLoft,several years ago and started and scaled the marketing team there. In this Webinar, Tami discusses how to grow and scale a content marketing team. She leads with the idea that 'great marketing should make the customer feel smart and good marketing should make the company look smart.' Good marketing is all about your audience.
What is your Mission?
To begin with, identify your organisation's key mission/vision. For example, your mission could be 'To be the World Class Sales Authority in Sales Development.' Identifying your mission will allow you to do a SWOT analysis and identify your strengths, weaknesses, current opportunities, and potential threats to your team. Your mission will also help you identify who your key audience is and how to create and distribute content in a way that resonates with them.
An Early Stage Content Team
An early stage content team must include at least one of each of the following: builders, connectors, and distributors. So, what do these positions involve exactly?
A 'Builder' is a content marketing specialist, someone who is going to write, generate, curate, find, and assemble the right kind of content. A builder is a creator, whose daily tasks may include writing ebooks, blog posts, and other content.
A 'Connector' is someone who takes the content that has already been created and shifts it into a form that is distribution ready. These people serve to connect the creators and distributors in the content process. The 'Connector' may be a designer who creates the layout of an e-book or brands content with the company logo. This is where the 'Distributor' enters the picture.
A 'Distributor' may be a Social Media Manager or an entire Distribution Team who take content and share it through the appropriate channels, whether this be paid or organic. Distributors are critical in getting content into the hands of the right people.
Once you have this Early Stage Content Team up and running, you can then replicate this model as your organisation grows. For example, a Customer Marketing Specialist may act as another builder and a distributor could be your Email and Marketing operations manager.
Scaling a Content Marketing Team
Adopting Agile Methodology or running on a 'Sprint' basis will allow your organisation to remain focussed and on-task. By having an Agile Methodology you can go week-by-week, ticking things off your list of priorities and achieving the company's mission. Implement a Trello or Asana Board. This technology will help you dive into the Agile Methodology and track your different projects and metrics as well as ensure your team is all on the same page and know what they are responsible for during each sprint.
It is now time to create a One-Page Strategic Plan. This will allow you to maintain that focus on your main mission and keep up with your weekly Agile Methodology goals and metrics. Include these things in your Strategic Plan:
Create content that lasts
Creating content that lasts is essential for your company. You need to be able to create content that you can use over-and-over again and that will have some longevity to it. You may be asking how you are going to create five blog posts per week or an eBook every week. The answer is, you don't have to! Create a content flywheel. A content flywheel allows you to create one big piece of content and then from that original content, break off branches that can be used for other mediums. For example, you may start with content from a Webinar, you may then break that content down into 5 blog posts, you may then create 20 tweets from the content in those blog posts, and so on. The three main sections of the content flywheel are:
Types of content to consider creating may include:
Create an editorial calendar
This will allow you to plan your content creation. Create it as a shareable day-by-day spreadsheet that includes content assets, author topic/title, potential headlines, synopsis, CTA (call to action), theme, and a published URL. Creating an editorial calendar will ensure everything is recorded and accountable and that all content is on track.
Your Content Marketing Machine In Action
Follow the steps in building a content marketing machine, and you’ll be on your way to building a strong subscriber base through collecting email addresses. Your email list is a valuable list, and by nurturing your leads over time, you’ll see positive results through the trust you build with your audience.
Other helpful Resources
Seeing Tami’s marketing team in action at big conferences such as Dreamforce, SaaStr and SalesHacker is truly a magical thing. They are super innovative and produce such great results, they are able to have such an impact on there audience and customers by following the sprint and agile methology, we all know how hard it is to lose track of what activities we are meant to be doing, especially when operating on small startup budgets, with lean teams. Juggling various marketing campaigns can be a challenge.
During this Webinar we offered some insights on how to build a functional content machine, how to plan and tackle campaigns, what the DNA of your team should look like and how to ensure you achieve the objectives that you’ve set for yourself.
Catch the recap of the Webinar here:
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