11. The 6 Step Process Audit
Evaluate each step of your
process and identify areas for
improvement
12. 1. Your Technology Mix
Questions to Consider:
• What type of
technology are you
using for requests?
Editing? Design?
• Do your technology
platforms “talk” to
each other?
13. 2. Your Request Process
Questions to Consider:
• Where do you receive
requests?
• Once you have requests,
where do you keep them?
• Can requestors tell where
their request is in your
content process?
14. 3. Your Development Process
Questions to Consider:
• How many people are
typically involved in your
process?
• How do you communicate
with each other?
• How do you determine
what gets developed?
15. 4. Your Current Resources
Questions to Consider:
• What are you struggling
to accomplish? Why?
• Do you find that you have
a high volume of requests
and not the right
resources to fill them?
• Who is typically involved
in your content process
from start to finish?
16. 5. Your Design Process
Questions to Consider:
• How are you designing
your content today?
• What prevents you
from reaching your
ideal design?
17. 6. Your Publication & Distribution Process
Questions to Consider:
• How are you distributing &
publishing your content today? Is
it handing it off to another team
or running programs?
• What other teams do you interact
with to publish and distribute your
content?
18. Develop Your
Vision
1. Identify your top 2-3
areas for improvement.
1. Address them by
offering a solution.
2. Write it down.
19. • Your 6 step process audit
• Identifying your vision
• Marketo case study
• Challenges
• Solutions
• Results
Overview
Do you have an organized way to save the ideas that you or your stakeholders have for content? Where are you keeping that plan or even wishlist today, and how visible is it to the toehr members of your team?
Processes and content requests are siloed.
Too much content– how do you break through the noise? How do you create a strategy that’s effective, efficient and produces interesting content.
How long does it actually take you to do a project? How can you plan your resources? Budget your time and estimate your capacity? How can you be more regimented about how you spend your own time and how you utilize your team members time?
----- Meeting Notes (9/4/15 14:38) -----
good transition
Google Drive-
Hootsuite-
Your Marketing Automation tool-
Your CMS platform-
Your Analytics Tool-
Distributed out into the world content vs. demand generation
Example: Create a content organization that produces content that serves the entire organization, is aligned to our business needs and provides a consistent brand tone and voice.
Here was the challenge we were faced with
Previosu to this process makeover, we focused primarily on demand gen but there was not a leader or own for content that is customer facing, who owns thought leadership, customer case studies- it wasn’t on tone or on brand
Where is the right place for content to sit? We have tried many different --
Preface whether It’s a small or large organization you can pull some of these tips
Who makes up the team?
Who requests content?
Content governance
Are these the right priorites for the organization? Final approval of key strategic assets. If there is a large investment, it’s especially important to get that buy in
Goals of the content team is to serve the organization
How did we arrive at this process. It can realy be broken down into 4 steps
This is what we think makes for a happy team
Even if you are a small team, it’s important to have someone-even just 1 person- deidcated to creating content
How to extend your team if you don’t have the internal resources to produce the amount of content that you need. Scripted, Newscred- great writing resources that are relatively budget friendly or freelance independent writers.
Create a consistency of voice, looking for a seamless extension of your team. Event if this isnt an agency, you can still use this as a guide
All content needs a subject matter expert. These are ppl we reply on to own the expertise of the content topics.
Ellen
REPLACE
Dayna
So like we’ve covered--- without implementing a specific process, your content marketing process probably looks like this bowl of spaghetti
Best way to to this is to record this, write it down, and be specific.
How do we prioritize
How do you prioritize
What other roles can fall into content—PR/social/Content – it’s to your benefit to have someone specific
Is there content that we don’t focus on- we don’t mid/late funnel