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I Think We’re Alone Now Creating World-Class Content

on a Team of One (or None)

Maggie Jones Marketo

@maggiejonezzz

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Tweet me your marketing jokes!

@maggiejonezzz

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Too many asks

Too hard to find your ROI

Not enough time/budget

You’re only one person

CHALLENGES

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#1 Too

many asks

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• Share your project document – INCLUDING projected deadlines

• Alert stakeholders about new content, and include messaging docs

• Leverage content newsletters

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• What kind of content do you want made? • Who are we targeting with this content? • What do we know about our audience? • What is the story this content should tell? • Who in our company is an expert in this subject? • Who will need to approve this content before we

publish it? • How involved are you going to be?

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No.

“Not right now”

“Let’s answer those questions first”

“Is this the right asset?”

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Get visible

Get answers

Learn to say ‘NO’

TOO MANY ASKS?

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#2 Too hard to find ROI

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“Vanity” metrics

Content performance

Program performance

FINDING ROI

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Downloads

Views

Blog traffic

Website traffic

Social engagement

Social shares

Followers on social

Blog subscribers

“Vanity”

Metrics

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Content Performance (Revenue)

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Program Performance

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“Vanity” metrics

Content performance

Program performance

DON’T KNOW WHAT’S

WORKING?

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#3 Not enough budget/time

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Divide + Conquer

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Revise + update

Change the dates

Check your stats

Get some fresh thinking

Refresh your design

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Divide + Conquer

Revise + Update

NEED MORE $$$?

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#4 You’re only one person

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Hire Freelancers Hire freelancers

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Find your

writers

Incentivize

Offer help

Collaborate

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Find your

community Partners

Customers

Thought

leaders

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Hire freelancers

Find your writers

Find your community

ALL BY YOURSELF?

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Get visible

Get answers

Learn to say no

Measure “Vanity” metrics

Measure content performance

Measure program performance

Recap!

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Divide + Conquer

Revise + Update

Hire freelancers

Find internal writers

Find your community

Recap!

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Any

questions?