How to build a content and social media engine It takes a kickass team!

If you like this presentation – show it...

Slide 0

How to build a content and social media engine It takes a kickass team! by Marcel Santilli @santilli

Slide 1

“Coming together is a beginning. Keeping together is progress. Working together is success.” -Henry Ford

Slide 2

What do you want to get out of this workshop today?

Slide 3

What is your biggest challenge today?

Slide 4

Some background on me.

Slide 5

Slide 6

Launched July 2013

Slide 7

Slide 8

Slide 9

300+ articles published after 1.5 years

Slide 10

150+ contributors recruited to create content

Slide 11

15,000 marketing responses with average cost of $25

Slide 12

$19M in opportunities for the business

Slide 13

50K+ visits, 6K+ shares and 500+ inbound links

Slide 14

Slide 15

Slide 16

Slide 17

Build and launched site in just 3 months

Slide 18

Launched June 2015

Slide 19

230 articles published in 4 months

Slide 20

On track to reach 120K pageviews/month organically

Slide 21

134 contributors

Slide 22

Managing team of 13 people including internal, freelancer and vendors.

Slide 23

Agenda: Why content matters Building a content strategy that is tailored to your resources Define roles and responsibilities Structuring your cross-functional team Processes and tools to get work done and scale Set metrics and KPIs to measure your team's success Ask me anything

Slide 24

Focus on content vs. social media. Why?

Slide 25

Why content matters

Slide 26

If your content today was a product in itself, would your customers buy it?

Slide 27

What is the reality today?

Slide 28

Only half of decision makers worldwide would first turn to an existing supplier when faced with a business challenge.

Slide 29

Customers are cutting brands out of their learning.

Slide 30

Slide 31

They’re getting more and more of their information from outside sources.

Slide 32

Suppliers today account for less than one-half of all information that buyers use to aid in their purchase decisions.

Slide 33

Complex environment with increasingly more players and more noise.

Slide 34

What does that mean to your business?

Slide 35

Critical need for businesses to deliver the right mix of (valuable) content to the right audience.

Slide 36

It all boils down to one word…

Slide 37


Slide 38

To become the trusted advisor to prospective customers in your space.

Slide 39

Have a personal trainer mentality

Slide 40

Teach where customers learn.

Slide 41

The problem is that content is too often just an afterthought

Slide 42

But if done right content can spark growth and be essential to your business.

Slide 43

Building a strategy that is tailored to your resources

Slide 44

So what does it take to create a content and social media engine?

Slide 45

Don’t underestimate the discovery phase.

Slide 46

Formalize your content strategy. Keep it simple but actually write it down.

Slide 47

What are your business objectives?

Slide 48

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.

Slide 49

Start with your audience in mind.

Slide 50

You need to know more about your prospective customers than they do.

Slide 51

Who are you trying to impact (be specific)?

Slide 52

Find a purpose.

Slide 53

How do you want your audience to perceive you?

Slide 54

What are you audience’s top needs that your content can help solve?

Slide 55

Help position people to succeed. They will then trust themselves first, opening them to trust you as an advisor in their journey.

Slide 56

Discover what content will challenge and disrupt customer priorities.

Slide 57

How will your content create value for your audience?

Slide 58

Write down your vision.

Slide 59

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.

Slide 60

What are your top resource constraints?

Slide 61

Other aspects of your content strategy Content objectives Content types (articles, videos, etc.) Amplification channels Thought leadership vs. technical Evergreen vs. news vs. research Topics to cover Contributor strategy

Slide 62

Approach to content Valuable Useful / practical Contextual and relevant Timely Easy to consume Device agnostic Findable Non-intrusive Engaging Unique Builds trust and authority

Slide 63

Balanced contributor strategy Internal experts Business partners Customers (experts and executives) Industry influencers Educators / external researchers Paid writers / journalists Paid influencers

Slide 64

Think big but start super narrow and focused.

Slide 65

Define roles and responsibilities

Slide 66

Program director / Chief editor Managing editor / content strategist Program manager Technical expert Copy editor and proofing SEO / SEM Digital strategist Social listening and ideation Metrics and analytics Social media and amplification Paid media Community management Influencer management Creative / graphic design Web dev PR & AR Demand generation Roles and responsibilities

Slide 67

Establish guidelines and hold regular training and enablement.

Slide 68

Have a place for everyone to easily find information.

Slide 69

Structuring your cross-functional team

Slide 70

Think broader than just your immediate, internal team.

Slide 71

Internal team Across your organization Customers Business partners Agencies / vendors Freelancers / contractors Crowdsourcing Where to look

Slide 72

Time to market Scalability Internal resources available Budget Quality Time investment Coordination What to consider?

Slide 73

Managing editors Digital strategist Social media and community manager Visual designers Web dev team Copy editors (contractor) Internal subject matter expert per business group Contributors Sample team structure

Slide 74

Different team members can be leads for certain functions.

Slide 75

Set core values for your team.

Slide 76

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.

Slide 77

Editorial guidelines

Slide 78

Slide 79

Social media guidelines

Slide 80

Processes and tools to get work done and scale

Slide 81

Think about growth and scalability as you define processes and technology.

Slide 82

Clearly define your processes and workflow. Develop it with your team.

Slide 83

Slide 84

Slide 85

Make the world a better place. Please, stop using email.

Slide 86

Content management systems (CMS)

Slide 87


Slide 88

Content marketing platforms

Slide 89

Slide 90

Communication tools

Slide 91


Slide 92

File sharing and hosting

Slide 93


Slide 94

Social media management and monitoring tools

Slide 95


Slide 96

Influencer management

Slide 97


Slide 98

Team collaboration software

Slide 99


Slide 100

CRM or contact management tools

Slide 101


Slide 102

Analytics and marketing automation

Slide 103


Slide 104

Other tools

Slide 105


Slide 106

Set goals, metrics and KPIs to measure your team's success

Slide 107

Define your KPIs and what you will need to measure.

Slide 108

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

Slide 109

Track ROI from the beginning to give your content program more respect.

Slide 110

Ask me anything!

Slide 111

MARCEL SANTILLI 112 Connect with me Twitter.com/santilli Linkedin.com/in/marcelsantilli