Marketing Spotlight: Tips for Building a Content Machine

The original long form blog post appeared on our Sales and Marketing Jam blog here.

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This post is based on a webinar with Tami McQueen, Director of Marketing at SalesLoft, where she discusses how to build a scalable content marketing machine while making the customer feel smart and your company look good.

Tami says that one of the biggest keys to success is identifying your organisation’s key mission and vision alongside your “early stage content team”, which will allow you to perform a SWOT analysis – identifying your strengths, weaknesses, current opportunities, and potential threats to your team – as you go.

Your early stage team should include a “builder” – a content marketing specialist who will write, generate, and curate the right kinds of content – a “connector” – someone who can connect creators and distributors during the content process – and a “distributor” – someone who can take content and share it through the appropriate channels. Once you have the archetypes in place, you can replicate them as needed during times of growth.

Once your team is ready to grow, Tami recommends adopting an Agile Methodology or “running on a sprint” to help your organisation stay focused and on-task. Using productivity apps like Trello or Asana Board can help while you’re busy driving your projects and metrics, so everyone stays on the same page.

You should also create a one-page strategic plan that reminds people of your mission and vision throughout the journey. It should include your core values, a plan for achieving your mission, a SWOT analysis, quarterly goals, and quarterly priorities.

After your strategy is in place, Tami says it’s all about creating content that lasts. You should be able to create reusable content with longevity so you don’t have to create dozens of new blog posts or a new eBook every week.

A content flywheel will let you create one big piece of content that breaks off into branches that can be used for other mediums. For example, you might start with a webinar that eventually becomes 5 blog posts, 20 tweets, and so on. Types of content you could create include eBooks, case studies, testimonials, video snippets, blog posts, polls, surveys, and more. Just be sure to keep track of it all with a great editorial calendar.

The key to a good editorial calendar is to include all the information you’ll need, like a CTA, your social media posts, potential headlines, synopsis, categories, etc. Having an editorial calendar ensures that everything stays on track and you don’t forget something during the process.

Follow these steps, and you’ll be on your way to a strong subscriber base eager to read your content and share it across their channels. And considering Tami’s marketing team produces great results, you can definitely trust her advice on this one.

Catch the recap here:

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