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Mikaela Tierney - Content Comeback

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In this content crash course for agency leaders, you’ll gain insight on how to enhance your in-house content production capabilities by breaking up with your freelancers, hiring a small but mighty team of rockstar writers, establishing a production process and timeline, and getting your strategy team on board. Mikaela Tierney, Content Production Manager at ThomasNet RPM, will explain how she transformed a high-stress, freelance-dependent content development structure into an optimized, 3-person in-house team that produces more than 85,000 words a month. By implementing just a few strategic moves (like learning to love spreadsheets and respecting the almighty deadline), you can overhaul your agency’s entire content approach and start producing strong, timely, and creative content in-house for your clients.

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Mikaela Tierney - Content Comeback

  1. 1. #INBOUND16 CONTENT COMEBACK How to Transform Freelance Chaos into a Kickass In-House Content Team Mikaela Tierney Senior Digital Marketing Production Manager, Results-Powered Marketing
  2. 2. #INBOUND16
  3. 3. #INBOUND16 1. RPM Overhaul 2. How to Build Your Own Kickass Content Team AGENDA
  4. 4. #INBOUND16 1 RPM OVERHAUL
  5. 5. #INBOUND16 We changed EVERYTHING.
  6. 6. #INBOUND16 words 536,550
  7. 7. #INBOUND16 99, 121 words To Kill A Mockingbird By the Books 211, 591 words Crime & Punishment 536,550 words RPM Content Team 587,287 words War & Peace 311,596 words The Fountainhead
  8. 8. #INBOUND16 536,550 words 3 writers ~178,850 words each
  9. 9. #INBOUND16 2 BUILDING YOUR OWN KICKASS CONTENT TEAM
  10. 10. #INBOUND16 1. STOP RELYING ON RANDOM FREELANCE…
  11. 11. #INBOUND16 2…HIRE A TALENTED (SMALL) TEAM
  12. 12. #INBOUND16 Quality Over Quantity Shelagh (Content Writer) Helen (Copy Editor) Andrew (Sr. Content Writer)
  13. 13. #INBOUND16 Build a Strong Team Shelagh (Content Writer) Helen (Copy Editor) Andrew (Sr. Content Writer) Look for candidates who are: • Strong writers (in-person) • Not experts, but strong researchers & quick learners • Culture fits
  14. 14. #INBOUND16 3. LIVE & BREATHE DEADLINES
  15. 15. #INBOUND16 Learn to Love Spreadsheets
  16. 16. #INBOUND16 4. DEMAND QUALITY
  17. 17. #INBOUND16 Expect the Best
  18. 18. #INBOUND16 5. GET TEAM BUY-IN
  19. 19. #INBOUND16 Develop a Process – And Stick To It
  20. 20. #INBOUND16 6. RECOGNIZE ACHIEVEMENTS
  21. 21. #INBOUND16 Illustrate the Impact
  22. 22. #INBOUND16 Celebrate the Wins
  23. 23. #INBOUND16 1. Stop relying on freelance 2. Hire a talented (small) team 3. Live and breathe deadlines 4. Demand quality 5. Get team buy-in 6. Recognize achievements Steps to Success
  24. 24. #INBOUND16 Get in touch! (Templates available on Twitter) @mikaelatierney linkedin.com/in/mikaelatierney mtierney@thomasnet.com

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