Mary Ellen Slayter’s Post

View profile for Mary Ellen Slayter

CEO @ Rep Cap | Content Marketing for HR Tech

1. Content Creation = Making stuff. Lots of docs. Images in Canva and Adobe. Lots of options for multimedia. 2. Content Distribution = Making sure people see the stuff. Websites, social channels, podcast networks, et al to infinity. 3. Content Planning = Deciding who is going to make stuff and when we're going to make it. Spreadsheets, CoSchedule 4. Content Management = Making sure the right stuff gets made and distributed on time. Basecamp, Trello, Asana, CoSchedule (again). Sometimes still a spreadsheet (Bless your heart. Please find a new boss who will give you a software budget.) 5. Content Strategy = Why you're making all the stuff to begin with. This is a 5 slide deck or 1 page doc. This is the application of your business value prop to your content and specifying which business problems you are trying to solve for. (Many people think they are doing "strategy" when they are really planning and managing.) **** If you can only afford to hire *one* content person on your team, hire for the skills in 2, 3 & 4. Outsource content creation and strategy. If you can hire 2 people, have one focus on 2 and the other take 3&4. Keep outsourcing 1 and 5. If you have 3 people, hire someone who can do 3&5, someone who can do 2&4, and someone who can do 1. Know that you'll still need to keep outsourcing most of your content creation, but this gives you someone nimble inside the team who can work closely with customer success and sales to capture great stories and ghostwrite for your execs. If you can hire 4 people, hire another 2/4. Same for the 5th hire. If you want to know what happens after that, let's book a meeting. Because that's when it gets *really* interesting. #contentmarketing #contentstrategy #b2bcontentmarketing #b2bcontent #marketingleadership

Matthew Desmond

Founder 🚀 Dad 👶 Running Fool 🏃Disney Dad 🏰

1y

I enjoy reading all of your content Mary Ellen Slayter. Curious to know what would happen if we got you out of the sales seat and doing more content? Let's book a meeting and see what we can do to help you out so you can focus on hiring more people doing marketing. :)

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Bennett Sung 🍍

🎆 I am Bennett Sung. Focused on AI for HR / People Operations, HR Shared Services and Employee Experience - Voice of the Buyer / Customer - Marketing Leader for Early Stage B2B SaaS Enterprise in Work / HR TA Tech

1y

What bucket does the content journey fall under? My experience is that once content is published, so many dust their hands of it and move on. But with each content piece, there should be a prescriptive journey created to help get the reader to a desired outcome destination (subscribe, download, free trial, book time, etc).

Michael Eckstein, EA

Tax therapist, Profit & Loss interpreter, amateur comedian | Booked thru May

1y

Content management (specifically, content archival management) is my weakspot 😓 at this point, I have so much it's tough to keep track of and redistribute

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Ashley Blackburn

I connect dots between people, processes, projects, and programs to design learning that really sticks.

1y

This is *so* helpful as I'm getting ready to launch a new content team - the good news is, your tips line up with a lot of my pre-thinking, but you also gave me some new directions to consider. Thank you Mary Ellen Slayter!

Mindi Zissman

Ghostwriters for Risk and Insurance | Reducing business risk one blog at a time | Mom of 5

1y

Excellent advice on which roles to hire for! So true.

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