When I made the move from large marketing agency to small tech business, I quickly came to realise that the success of any project was reliant on contributions from every member of the team. Creating content and content marketing is no exception.
I also quickly came to learn that in order to scale and sustain the content creation process I had to get other people in the team involved. We still have a long way to go, but I wanted to share with you how I’ve tried to leverage the collective intelligence and influence of my team to help get our content marketing up and running.
1. Make sure everyone gets why you’re doing it
Getting the rest of the team on board with what you’re doing is fundamental, if you want to get things moving. Creating content and promoting it online is part of my day to day role, which means that it’s easy for me to take for granted the reason behind why I’m doing content marketing.
It’s just as easy for me to assume that everyone else in my team totally gets the ‘why’ when I ask them to sit down and write a blog post for me.
Try: Getting everyone together to explain the why (and show them examples!)
Last year I held an afternoon workshop in the office. Everyone stopped what they were doing to spend an hour listening to me talk about the benefits of content marketing, the basics of how to write a good blog post and online tools that I use to make the process of creating content easier for me.
Although it took me a couple of hours to create the slides and gather examples to share with the team, it was good to ensure that everyone was armed with the basic knowledge and understanding they needed to get started.
2. Outline the goals
Outlining the specific business goals you want to achieve with content marketing not only helps to make people in the team accountable, but it also makes it easier for me to show them the progress we’re making on a monthly basis. Being able to show people their efforts have paid off with increased website traffic and a growing social following is a great way to help motivate people to carry on writing and sharing.
Some of the key metrics that I measure and share with the business include:
3. Don’t be afraid to get others involved in the ideas process.
I’ll be honest, I often find coming up with decent ideas the hardest part of the process. However, without fresh ideas it can be really hard to scale and sustain the content creation process.
Try: Holding a team creative session
Holding an ideas session that includes people from all areas of the business, from sales to HR, can be a great way to generate fresh ideas with a new perspective. For example, getting the sales team involved has been a great way to ensure the topics we cover are customer focused, and the SEO consultants help to make sure we’re covering relevant and trending issues.
3. Introduce people to tools and processes that make it easier for them.
I use a number of tools to help me with content marketing on a daily basis. These include; Trello, Hemmingway App, Buzzsumo, Feedly, Hootsuite, Slack and Canva.
Some of these tools, such as Slack or Trello, are used within the team already, so it’s just a case of letting other people know how I use them to specifically help me with content.
Try: Showing real examples of how you use the tools.
Whether it’s creating a content ideas board on Trello or creating bespoke images to make my post more engaging with Canva, I let me team know how I make the tools we have, work for me. If they make the process easier for me, then it’s likely it will make the process easier for the rest of the team.
4. Get people started on writing something they want to
Everyone is busy and has a to-do list that never stops growing.
I found the easiest way to get people started on contributing is to just let them write what they want, (within reason!) The basic theory of human motivation dictates that if someone’s interested in something they are more likely to do it.
Try: Letting people have control over what they want to write.
Instead of forcing people to execute my content calendar for their debut I like to let them decide on the specific topic. The easiest way I’ve found to do this is to come up with a broad theme, tell them what keywords are popular and let them get on with it.
5. Set things to autopilot
Once the content has been created we all know that it’s about making sure you promote the hell out of it.
One effective way I’ve found to ensure that this happens consistently, and with minimal effort, is to set up a much automation for the team as I can. Zapier or IFTTT are free automation platforms that let you connect up two online services together.
For example, my CEO recently asked me if there was any way that he could automatically share any new post on the Glasshat blog to his personal LinkedIn Profile. After logging into Zapier, I was able to connect up WordPress with LinkedIn to create a ‘Zap’ which triggers to automatically post every new blog post to a LinkedIn profile.
Try: Automating your content marketing
Other ideas for how you can use marketing automation within your team include:
When you’re working in a small business, getting a content marketing strategy off the ground and managing to maintain it can be challenging. When you have lots of other things to work on, keeping the blog up to date or posting on social media can easily make it’s way to the bottom of your to-do list. But, by implementing these simple tips and processes you can help to get everyone in the business on board and helping out – many hands make light work indeed.
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