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4 Things Every Content Marketing Team Needs

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4 Things Every Content Marketing Team Needs

Updated February 15, 2022

It’s tempting to think technology can solve all our content marketing woes. And tech does play a role in making content marketers more productive and successful.

Too often, though, content leaders overlook underlying operational issues that technology alone can’t solve.

Focus on these four must-have systems, processes, and resources to get your content marketing engine working at top efficiency.

1. An editorial resource center

Think of your editorial resource center as a spot to document your so-called “Why?” Why do you create content? What are your goals? How do you operate in a way that’s disciplined and scalable?

The act of writing these things solidifies your vision and unites your team under a single purpose. And by making those documents easily accessible, you enable everyone involved in content to execute on that purpose with clarity.

Writing down your #content purpose and goals solidifies the vision and unites your team, says @clare_mcd via @CMIContent. Click To Tweet

Your resource center should include:

Your content marketing strategy

Successful content marketers are more likely to have a documented strategy, according to years of research from the Content Marketing Institute.

Your content marketing strategy document clearly explains key concepts such as audience, personas, buyer journey, and content goals. You may not refer to it daily or even weekly, but it’s there for team members to refer to when they need to refresh core concepts. It’s also a great onboarding resource for new hires. (Find good advice about how to document your strategy here.)

A content planning framework

A content framework is a cheat sheet for understanding which projects you should greenlight.

Back in 2016, Autodesk’s Dusty DiMercurio explained that his team uses the organizing mantra of head, heart, and hands for their content framework:

  • Head describes future-looking thought leadership content written by executives.
  • Heart encompasses inspiring stories from customers.
  • Hands refers to content with a more practical bent.

Summarizing your content portfolio succinctly is particularly valuable when enlisting thought leaders and subject-matter experts to contribute to your content program.

A creative brief template

For some organizations, this template is supplied by their content development platform. But in most cases, creative briefs are homegrown documents created to outline the topical focus of the content piece and provide creators with pertinent details on its intended voice, style, format, and distribution channels.

An informative brief should include summary information about your company’s (or your client’s) mission, target audience, content purpose/goals, primary topic, keywords, and deadline.

(I know I said this article isn’t about tools, but this one’s too valuable not to share it here: I’m a big fan of Frase, a content creation tool that helps you optimize content as you write. The Frase toolkit includes an excellent creative brief-building template.)

An editorial guide

Which style guide should your writers rely on: AP, Chicago Manual of Style, or a custom one? What tone of voice and personality should your content emulate? An editorial guide helps writers understand the audience they’re writing for, special language considerations, and even preferred formatting and visuals.

An easy-to-find home

Finally, make sure all your content team resources reside in a single, easy-to-access place – or even better, indexed clearly on an intranet or collaboration platform your team uses regularly.

For example, at Cleveland Clinic, all these resources are gathered into a microsite called OnBrand. More than a brand style guide or press kit, OnBrand offers a wealth of information for both internal and external content creators – something that’s critical for an organization that publishes thousands of articles, videos, and guides about health topics. The site offers an overview of Cleveland Clinic’s history and mission, its pride points, digital assets, and detailed guides about design, writing, printing, and formatting for web and mobile.

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2. A well-defined content ideation and review cycle

High-performing content teams always seem to have an abundance of valuable content ideas at the ready. It’s an enviable goal for all content marketers, but it doesn’t happen magically. It takes a sound process and ongoing optimization effort to pull off consistently.

Rachel Haberman knows a thing or two about content ideation. As the content marketing manager for Skyword for nearly two years, Rachel took a process-oriented approach to getting content from ideation to publication. (She’s now senior manager of content marketing at Ivanti.)

Following a process, Rachel says, ensures that your team has a steady flow of ideas informed by your audience insights and inspired by your business needs. Here’s the one she recommends:

  1. Identify collaborators. Figure out who inside your company has a direct connection to your customers and products and get their buy-in to participate in the process.
  2. Define tempo. Decide how to solicit and gather ideas from key stakeholders regularly. Rachel recommends a cadence of one-on-one calls to source new ideas.
  3. Winnow the list. Based on these calls/meetings, you’ll have a long list of inchoate topics. Narrowing that list involves appraising the potential value of each idea by asking questions such as: Is it a topic our audience cares about? What business initiatives does it support? Which actions will it drive?
  4. Refine ideas with your editorial team. Take your focused list and put it in front of the editorial team. These expert storytellers should wrestle with it, ensuring that the best ideas rise to the surface.
  5. Document your ideas in a creative brief. The creative brief development process fleshes out your ideas and provides the direction your content creators need to turn the ideas into impactful, shareable assets.

Though the content ideation and review cycle will depend on the specifics of your company’s program, including your publishing frequency, you must define one. “It sounds very basic, but having that discipline in place kept me sane and let us produce high quality at volume,” Rachel says.

To produce high quality at volume, define a #content ideation and review cycle, says #RachelHaberman of @GoIvanti via @CMIContent. Click To Tweet

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3. Defined metrics

While most content marketers equate metrics with technology, it’s still important to step back from the laptop (no really, step back from your laptop) and define how – and how often – you plan to use performance data.

Consider these questions:

  • Which metrics matter?
  • How often do you need to view them?
  • When should you apply the insights you receive from them?

The answers, of course, depend on your company goals, your publishing tempo, and your available resources.

Set a review and action schedule

Rachel says she aims to look at higher-level metrics, such as traffic and lead flow, every month. In addition, she consults the “in-the-weeds” data from Google Analytics at least weekly.

When Amanda Todorovich won Content Marketer of the Year for her work at Cleveland Clinic, she told CMI that her team even looks at some of their metrics daily to make sure important trends and opportunities don’t pass them by. “If something is trending and we need to react to it quickly, or if something has a lot of comments that might drive a follow-up story, we’re on it,” she said.

No matter what cadence you establish for monitoring your content’s performance, you need to determine when to act on new insights immediately and when it’s OK to wait and see if the data indicate an ongoing trend or just a one-off anomaly.

This often comes down to preference, team agility, and available team resources. Enterprise marketers might do well to adopt a formal process of analyzing and reviewing metrics data on a set schedule (e.g., during a monthly team meeting or timed to coincide with their organization’s quarterly performance reviews). Smaller or more agile teams might tweak certain content components (think headlines, keywords, or distribution channels) on a rolling basis to see how those shifts might move the needle.

Don’t forget to test

One technique all marketers should incorporate in their performance management process is the ability to conduct A/B tests, which can help home in on how specific variables might affect your audience’s engagement habits.

This one can be a bit challenging to manage without investing in tools. But it can be done manually on a small scale. Simply adjust one component of your content at a time (say, the format of your subject lines or the placement of your calls to action) and track whether it makes a noticeable impact on your key performance indicators (KPIs).

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4. Team energy reserves

Lastly, let’s talk about work ethics and feeling overworked. If you don’t allow yourself and your team members to recharge mental batteries, you put both the quality of the work and marketing performance at risk.

If we don’t allow our teams to recharge their mental batteries, we are putting our #content quality and performance at risk, says @clare_mcd via @CMIContent. Click To Tweet

Content marketing systems need to include time to step back, look around, and find new supplies of inspiration and energy. This process is as critical as any other to enhance productivity.

How can content leaders make it happen? Here are some suggestions:

Schedule inspiring gatherings

Your team likely gets together regularly to solve specific business problems and source new ideas. But consider meeting less about the here and now and more about vision.

In a Medium article, Nathan Waterhouse, an innovation consultant who works with famed design firm IDEO, says scheduling the meeting well in advance is critical, as the idea is to ease your team’s stress by not forcing them to drop what they’re doing at a moment’s notice. And be sure your plans allow for flexible “detours.”

“If you’re just following a scripted agenda you’ll not be responding to tensions or opportunities that arise in the moment,” Nathan explains. He suggests creating a “parking lot” for questions and ideas. Then, address the questions and ideas at the end of each day.

Support clarity breaks

Sometimes even small changes can generate big gains. Leaders at PixelSpoke, a marketing and design firm, wanted to help their employees be more creative, so they adopted a practice called the “clarity break.” It’s modeled on Google’s 20% ethos but scaled to work for smaller companies.

Encourage vacations

Years ago, I worked for a company where the boss prized hard work and never took vacations. That made the rest of us feel awkward about asking for time off.

Yet we all know that sustained overwork leads to poor quality ideas. Content managers should lead by example by taking time to recharge. And if you notice that team members aren’t using vacations, encourage them to do so. Taking regular time off to recharge should be as important as delivering on metrics.

#Content managers should lead by example by taking time to recharge, says @clare_mcd via @CMIContent. Click To Tweet

Beyond content technology

Technology plays an essential role in the efficiency and performance of content marketing initiatives. But these tools don’t do the job alone. They work best when balanced by human insights, well-designed processes, and a commitment to content marketing team members.

HANDPICKED RELATED CONTENT:

Want to learn how to balance, manage, and scale great content experiences across all your essential platforms and channels? Join us at ContentTECH Summit this March in San Diego. Browse the schedule or register today. Use the code BLOG100 to save $100.

All tools are suggested by the author. Feel free to include additional tools in the comments (from your company or ones that you have used). 

This article originally appeared in CCO magazine

Cover image by Joseph Kalinowski/Content Marketing Institute




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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

1716755164 348 Why The Sales Team Hates Your Leads And How To1716755164 348 Why The Sales Team Hates Your Leads And How To

The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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