How to build a content and social media engineIt takes a kickass team!
by Marcel Santilli
“Coming together is a beginning. Keeping together is progress. Working together is success.”
What do you want to get out of this workshop today?
What is your biggest challenge today?
Some background on me.
Launched July 2013
300+ articles published after 1.5 years
150+ contributors recruited to create content
15,000 marketing responses with average cost of $25
$19M in opportunities for the business
50K+ visits, 6K+ shares and 500+ inbound links
Build and launched site in just 3 months
Launched June 2015
230 articles published in 4 months
On track to reach 120K pageviews/month organically
Managing team of 13 people including internal, freelancer and vendors.
Why content matters
Building a content strategy that is tailored to your resources
Define roles and responsibilities
Processes and tools to get work done and scale
Set metrics and KPIs to measure your team's success
Ask me anything
Focus on content vs. social media. Why?
Content is essential to a social media strategy. You can’t have engagement without content. Content sparks growth in social.
Why content matters
If your content today was a product in itself, would your customers buy it?
Or yet another way to think about it is if your content was actually a product in itself, would people pay for it?
Is your content so valuable to your customers that they would pay for it if they had to?
This is a fundamental shift in how to think about content. It’s a challenge but it’s also very exciting. We get to be part of changing how marketing gets done.
What is the reality today?
Let’s take a quick look at what is the reality today for your business.
Only half of decision makers worldwide would first turn to an existing supplier when faced with a business challenge.
Remember the example I used of the last time you needed something, which friend did you turn to?
Well for decision makers, only about half would turn to an existing supplier they are working with when faced with a business challenge.
Only half (53%) of decision makers worldwide would first turn to an existing supplier when faced with a business challenge. (Text100)
Customers are cutting brands out of their learning.
This is a well-known trend, that customers are cutting brands out of their learning. Decision-makers feel empower.
That translates to you and your company getting involved too late in the process.
On average, customers are57% of the way through theirpurchase decision makingprocess before engagingwith your company.
The challenge for us is, how to teach where our customers learn and become part of the journey before they even start due diligence.
They’re getting more and more of their information from outside sources.
Customers are also getting more and more information from outside sources.
Suppliers today account for less than one-half of all information that buyers use to aid in their purchase decisions.
Information you supply as a business now accounts less than half of all the information that buyers use to aid in their purchase decisions.
This means that depending on how many suppliers a customer is considering, you’re likely to receive no more than 10%–15% “share of mind.”
Complex environment with increasingly more players and more noise.
To make matters even more challenging, for most of us here today we are playing in an increasingly more complex environment.
That is more players that are trying to differentiate themselves in different ways. There’s also a lot more content out there and more noise.
What does that mean to your business?
What does this mean to your business?
Critical need for businesses to deliver the right mix of (valuable) content to the right audience.
If you’re here you already realize this.
There’s a critical need for businesses to present a balance of relevant technical and business content when engaging with multiple decision-makers throughout the buyer’s journey.
It all boils down to one word…
At the end of the day, this all boils down to a single word…
Trust. The right content creates trust.
To become the trusted advisor to prospective customers in your space.
You are here to develop a content strategy that will help position you as a trusted advisor to key decision-makers and influencers in your space.
Have a personal trainer mentality
You have to have a personal trainer mentality to be successful when it comes to content.
You’re here to make your prospective customers better. Challenge the way they even approach their business. Re-educating and demonstrating the cost of not changing course.
Teach where customers learn.
There’s a need to teach where customers learn. You are teaching through content in a way that leads TO your products and solutions but not WITH them.
Don’t make things about yourself.
The problem is that content is too often just an afterthought
But perhaps one of the biggest problems I see is that for many organizations content is just an afterthought.
It is our job to be intrapreneurs and change that mentality in our organizations.
But if done right content can spark growth and be essential to your business.
If done right content can truly spark growth for your business and make a difference, going from nice to have to need to have.
Building a strategy that is tailored to your resources
So what does it take to create a content and social media engine?
Don’t underestimate the discovery phase.
Formalize your content strategy. Keep it simple but actually write it down.
What are your business objectives?
Examples of business objectives
Capture mindshare with key business decision makers and influencers
Establish trust with relevant personas.
Strengthen perception of HP Enterprise as a leading voice in the enterprise software space.
Generate marketing qualified leads, drive traffic and conversions.
Validate the efficacy of thought-leadership content to internal stakeholders.
Develop and incentivize an expert network of internal and external influencer-contributors.
Track user behavior, engage with and improve audience intelligence.
Start with your audience in mind.
Who are you trying to impact?
You need to know more about your prospective customers than they do.
You need to develop a deep understanding of your customer’s business. Use that understanding to push the customer’s thinking and teach them something new about how their company can compete more effectively.
Who are you trying to impact (be specific)?
Find a purpose.
How do you want your audience to perceive you?
What are you audience’s top needs that your content can help solve?
Help position people to succeed. They will then trust themselves first, opening them to trust you as an advisor in their journey.
Discover what content will challenge and disrupt customer priorities.
Content that unteaches customers something they are currently doing in their business. Focusing on the cost of current behavior.
How will your content create value for your audience?
Write down your vision.
To be the [how you want your audience to perceive you] for [your audience] that want to [audience’s need]. Provide [how you’ll create value for your audience].
To be the leading online destination for forward-thinking dev and tech professionals that want to solve today’s most challenging business problems and help shape the future of IT.
Provide unique insight into what’s next while equipping our readers with the practical knowledge that can be applied to real-world challenges, now.
What are your top resource constraints?
Other aspects of your content strategy
Content types (articles, videos, etc.)
Thought leadership vs. technical
Evergreen vs. news vs. research
Topics to cover
Basically, what we are trying to accomplish is the art of communicating with our customersand prospects without selling.It is non-interruption marketing.Instead of pitchingour products or services, we are delivering information that makes our buyer and/of influencermore intelligent. The essence of this content strategyis the belief that if we, asbusinesses, deliver consistent, ongoing valuable information to buyers, theyultimately reward us withtheirbusiness and loyalty.
Product-neutral thought leadership and technical security content.
Challenge their thinking
Get them to think about the right issues
Help them do their jobs better
Inform them of the latest threats and risk to their business
Help them avoid costly and damaging security mistakes
Evergreen articles, news articles, webinars, white papers, analyst reports, videos, infographics, and ebooks
Approach to content
Useful / practical
Contextual and relevant
Easy to consume
Builds trust and authority
Balanced contributor strategy
Customers (experts and executives)
Educators / external researchers
Paid writers / journalists
Your contributor strategy can make or brake your program. The quality and consistency of content will largely depend on this.
Think big but start super narrow and focused.
Define roles and responsibilities
Define roles right from the beginning. Find the right balance between in-house and agencies. Get buy-in from different parts of your organization and involve the right people.
Many roles and responsibilities can be done by the same person depending on the scale of the program. But some of these roles are certainly required for a successful program.
I would not recommend completely outsourcing all of these roles and your entire content program either. You need someone that is driving this internally, that knows your audience, your industry/space and is passionate.
Program director / Chief editor
Managing editor / content strategist
Copy editor and proofing
SEO / SEM
Social listening and ideation
Metrics and analytics
Social media and amplification
Creative / graphic design
PR & AR
Roles and responsibilities
Establish guidelines and hold regular training and enablement.
Have a place for everyone to easily find information.
Structuring your cross-functional team
Think broader than just your immediate, internal team.
Across your organization
Agencies / vendors
Freelancers / contractors
Where to look
Time to market
Internal resources available
What to consider?
Social media and community manager
Web dev team
Copy editors (contractor)
Internal subject matter expert per business group
Sample team structure
Different team members can be leads for certain functions.
Set core values for your team.
Help shape desired behaviors on a daily basis and shape the broader culture.
It’s all about people – Always is and always will be. People matter more than anything. We care about those we work with and those we serve. We are all about building trust-based relationships and establishing win-win partnerships. We care about the results but not at the expense of people. Everything we do should build trust.
We are challengers – Change is the only constant. We don’t just realize that, we enthusiastically embrace and drive ongoing change. We challenge the norms and push boundaries. We don’t maintain, we multiply. We are bold in what we do.
Growth and learning is in our DNA – Our curiosity sparks an endless appetite for learning. We can always be better. We are always pursing growth on all levels and fronts.
We are passionate for our work – We are here to create remarkable experiences. We get things done. Above all, we have passion for what we do. We are proud of what we do. We are relentless and driven.
We envision BIG and start small – We don’t welcome small thinking but we’re all about small starts. We are responsible risk-takers. We try new things without losing focus on what really matters. We know that greatness comes from caring about the little day-to-day things. We move fast.
We are generous givers, not self-serving takers – We give more than we take. We are always helping. We teach and educate. We are always setting people up for success.
We can do a lot more by doing less better and faster – We always bring our best. It’s focused excellence. We are obsessed about quality but with a iterative, fast-paced approach.
We will laugh hard, loud, and often – We enjoy our work and we have fun while at it. We don’t take ourselves too seriously.
Social media guidelines
Processes and tools to get work done and scale
Think about growth and scalability as you define processes and technology.
Think about growth and scalability as you define process and technology.
If you want to scale and be efficient, you need a process and technology framework to ensure a steady stream of relevant content.
Clearly define your processes and workflow. Develop it with your team.
Clearly define workflows based on the different types of content. This is something we are constantly shaping and improving, but Skyword has certainly helped us on this front.
To give you an example, of the research on vulnerabilities that we disclosed that to go through significant internal review, with PR and legal being heavily involved. Other evergreen thought leadership articles, just goes through our regular workflow.
Make the world a better place. Please, stop using email.
Content management systems (CMS)
Content marketing platforms
File sharing and hosting
Social media management and monitoring tools
Team collaboration software
CRM or contact management tools
Analytics and marketing automation
Set goals, metrics and KPIs to measure your team's success
Define your KPIs and what you will need to measure.
Some KPIs we are measuring
Cost per visit/view
Engagement per visit
Visit to response rate
Average cost per response
Response to validated lead (VL)
Average opportunity per visit
Average opportunity size
Cost per opportunity
Track ROI from the beginning to give your content program more respect.
Ask me anything!
Connect with me