Author: Kelsey Meyer / Source: hubspot.com If you’re fortunate enough to work at an agency full of brilliant individuals, you’ve probably
If you’re fortunate enough to work at an agency full of brilliant individuals, you’ve probably experienced the following:
You’re in a leadership meeting debating different approaches to solving a problem, and a lot of ideas are on the table. Suddenly, someone’s voice cuts through the noise, and what she shares is so inspirational and well thought out that you find yourself scrambling for a pen and paper to write it all down.
She’s one of your agency’s subject matter experts.
She understands the industry, your clients, and your company so well that ideas and solutions come to her like in a dream. You know your audience would benefit from her knowledge, and you know she should be creating content.
But how does your team turn that realization into reality? Here’s what you need to do to transform your internal expert into a consistent content creator.
First things first: Put yourself in her shoes. If you’re active in your industry, involved in your company, and leading your team forward in such a way that you’re a great candidate for thought leadership, do you think you’ll have extra time to get into the weeds with any one area of your agency — especially inbound marketing? It’s just not realistic.
You can’t go up to this leader and say, “Hey, all those amazing things you said in our meeting? I’d love for you to write 800 words about it, follow these publication guidelines, and fit the documented content strategy that Marketing put together. Thanks!”
She’s going to need a team to help her. Whether you budget for an in-house content marketing team or decide to outsource, you’ll need at least a project manager, a content strategist, a writer, an editor, and a distribution specialist.
Next, you need to think about tools. You’re probably already using a number of different tools to support your marketing and advertising efforts today — about 12 of them, on average. Take stock of what you’re working with already, and compare their functions to what you need to make content creation easy for internal experts. Different teams may want different platforms to help with their specific functions, but there are three types of tools every team can benefit from:
- A knowledge bank: This customizable tool stores and organizes all those amazing ideas your thought leader has.
- An editorial calendar: Built with your agency’s goals and capacity in mind, this calendar keeps your team and your content on track.
- Social distribution tools: Content isn’t finished once it’s live; it’s up to your team to distribute it to your audience.
Finally,…
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