![]() ![]() At Airtable my team has taken the same concept, added a bunch of cool automations and formulas, and made it part of our workflow. We did it in a Google Sheet because IDK, we just did. Margaret: I used to use these scorecards to review quality of content before it went into the wild. What have been some of your favorite/most creative that might be non-obvious, but you wish they picked up more traction among content marketers like us? I’m sure you’ve seen a lot of cool use cases for Airtable. My team is also pretty senior and knows the product inside and out, so they have a strong voice in strategy conversations. The other half comes from our own analysis of past performance, topics we think will resonate, ideas that come out of brainstorms, etc. Margaret: We have kind of a hybrid model - 50ish % of what we do is in the agency model, producing requests that come through from other teams. Does the airtable content team work sort of like an internal agency? Or do you just support other teams who also create content? One of the tutorials videos we made was about fielding internal content requests. My team also works on in-product, educational content, so as you'd imagine that requires a ton of alignment with PMM (esp compared to something higher in the funnel). Higher in the funnel is likely to be the opposite. We plan quarters together based on their product roadmap, positioning updates, and focus areas.Įverything PMM ships is either written or produced my by team, depending on the level of product depth - the deeper it is, the more likely that PMM is driving and Content is reviewing. This has been different at every company I've worked on, but on my team now we are in serious lockstep with the PMMs at all times. ![]() In 5 years we'll all be eating radioactive cockroaches right? How does content marketing collaborate with product marketing at Airtable? Margaret: My glib answer is "everything on TikTok." But in all seriousness, short-form, low production value, deliver the goods in the most direct way possible. My most frequent comment on my team's work these days is "What's the unique POV here?" Where do you see content marketing as a whole headed in the next 5 years? We've been talking about how crowded the content space is for years now, but it's only recently hit home for me that so much content has value, but no perspective. These days I'm thinking: OK, I've got to invest early in tactics like SEO that take a long time to start showing results, so then I've got to balance that with conversion-driven campaigns that will drive results fast.basically need to do a little of everything.ĪLSO: the thing I edit/review for MOST these days is point of view. Some tactics give you results overnight, but most of what you'll ship really proves it's worth (or lack thereof) over time. Margaret: I would say the biggest change for me has been PATIENCE. What's changed in your approach to building content engines the most? And what's stayed relatively the same? Margaret, you're a content marketing veteran who's seen it evolve from the early days. For example, right now we're focusing on content operations and marketing teams, so it's all very meta. Ideally (not always) we have a few use cases that the whole marketing team is focusing on at the same time, which makes everything more efficient. My team uses Airtable (natch) to directly solicit inputs from leadership on basically every team at the company. We start with focus areas pulled from across the company. Margaret: Beginning is actually the hardest part. How do you even begin to plan a content calendar? ![]() Just use this link: /superpath Airtable has basically infinite use cases. How to Give Your CMO Insight Into Your Content Marketing Workflow with AirtableĪlso, if you're interested, you can get a $500 credit towards airtable's plus or pro version. ![]() How to Build a Functional Marketing Plan in Airtable.How to Manage Company-Wide Content Requests in Airtable.We also recorded a few tutorials together, check out the link below! Content lead, Jones and Henshaw (technical product marketing) at Airtable spent some time with the community to share best practices and capabilities of this incredible product. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |