![Page 1: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/1.jpg)
by Marcel Santilli@santilli
![Page 2: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/2.jpg)
“Coming together is a beginning. Keeping together is progress. Working together is success.”
-Henry Ford
![Page 3: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/3.jpg)
What do you want to get out of this workshop today?
![Page 4: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/4.jpg)
What is your biggest challenge today?
![Page 5: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/5.jpg)
Some background on me.
![Page 6: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/6.jpg)
![Page 7: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/7.jpg)
Launched July 2013
![Page 8: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/8.jpg)
![Page 9: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/9.jpg)
![Page 10: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/10.jpg)
300+ articles published after 1.5 years
![Page 11: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/11.jpg)
150+ contributors recruited to create content
![Page 12: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/12.jpg)
15,000 marketing responses with average cost of $25
![Page 13: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/13.jpg)
$19M in opportunities for the business
![Page 14: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/14.jpg)
50K+ visits, 6K+ shares and 500+ inbound links
![Page 15: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/15.jpg)
![Page 16: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/16.jpg)
![Page 17: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/17.jpg)
![Page 18: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/18.jpg)
Build and launched site in just 3 months
![Page 19: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/19.jpg)
Launched June 2015
![Page 20: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/20.jpg)
230 articles published in 4 months
![Page 21: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/21.jpg)
On track to reach 120K pageviews/month organically
![Page 22: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/22.jpg)
134 contributors
![Page 23: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/23.jpg)
Managing team of 13 people including internal, freelancer and vendors.
![Page 24: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/24.jpg)
Agenda:1.Why content matters
2.Building a content strategy that is tailored to your resources
3.Define roles and responsibilities
4.Structuring your cross-functional team
5.Processes and tools to get work done and scale
6.Set metrics and KPIs to measure your team's success
7.Ask me anything
![Page 25: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/25.jpg)
Focus on content vs. social media. Why?
![Page 26: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/26.jpg)
1. Why content matters
![Page 27: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/27.jpg)
If your content today was a product in itself, would your customers buy it?
![Page 28: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/28.jpg)
What is the reality today?
![Page 29: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/29.jpg)
Only half of decision makers worldwide would first turn to an existing supplier when faced with a business challenge.
![Page 30: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/30.jpg)
Customers are cutting brands out of their learning.
![Page 31: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/31.jpg)
![Page 32: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/32.jpg)
They’re getting more and more of their information from outside sources.
![Page 33: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/33.jpg)
Suppliers today account for less than one-half of all information that buyers use to aid in their purchase decisions.
![Page 34: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/34.jpg)
Complex environment with increasingly more players and more noise.
![Page 35: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/35.jpg)
What does that mean to your business?
![Page 36: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/36.jpg)
Critical need for businesses to deliver the right mix of (valuable) content to the right audience.
![Page 37: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/37.jpg)
It all boils down to one word…
![Page 38: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/38.jpg)
TRUST
![Page 39: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/39.jpg)
To become the trusted advisor to prospective customers in your space.
![Page 40: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/40.jpg)
Have a personal trainer mentality
![Page 41: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/41.jpg)
Teach where customers learn.
![Page 42: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/42.jpg)
The problem is that content is too often just an afterthought
![Page 43: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/43.jpg)
But if done right content can spark growth and be essential to your business.
![Page 44: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/44.jpg)
2. Building a strategy that is tailored to your resources
![Page 45: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/45.jpg)
So what does it take to create a content and social media engine?
![Page 46: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/46.jpg)
Don’t underestimate the discovery phase.
![Page 47: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/47.jpg)
Formalize your content strategy. Keep it simple but actually write it down.
![Page 48: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/48.jpg)
What are your business objectives?
![Page 49: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/49.jpg)
Examples of business objectives
• Capture mindshare with key business decision makers and influencers• Establish trust with relevant personas.• Strengthen perception of HP Enterprise as a leading voice in the
enterprise software space.• Generate marketing qualified leads, drive traffic and conversions. • Validate the efficacy of thought-leadership content to internal stakeholders.• Develop and incentivize an expert network of internal and external
influencer-contributors.• Track user behavior, engage with and improve audience intelligence.
![Page 50: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/50.jpg)
Start with your audience in mind.
![Page 51: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/51.jpg)
You need to know more about your prospective customers than they do.
![Page 52: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/52.jpg)
Who are you trying to impact (be specific)?
![Page 53: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/53.jpg)
Find a purpose.
![Page 54: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/54.jpg)
How do you want your audience to perceive you?
![Page 55: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/55.jpg)
What are you audience’s top needs that your content can help solve?
![Page 56: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/56.jpg)
Help position people to succeed. They will then trust themselves first, opening them to trust you as an advisor in their journey.
![Page 57: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/57.jpg)
Discover what content will challenge and disrupt customer priorities.
![Page 58: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/58.jpg)
How will your content create value for your audience?
![Page 59: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/59.jpg)
Write down your vision.
![Page 60: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/60.jpg)
To be the [how you want your audience to perceive you] for [your audience] that want to [audience’s need]. Provide [how you’ll create value for your audience].
To be the leading online destination for forward-thinking dev and tech professionals that want to solve today’s most challenging business problems and help shape the future of IT.
Provide unique insight into what’s next while equipping our readers with the practical knowledge that can be applied to real-world challenges, now.
![Page 61: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/61.jpg)
What are your top resource constraints?
![Page 62: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/62.jpg)
Other aspects of your content strategy
• Content objectives• Content types (articles, videos, etc.)• Amplification channels• Thought leadership vs. technical• Evergreen vs. news vs. research• Topics to cover• Contributor strategy
![Page 63: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/63.jpg)
Approach to content
ValuableUseful / practicalContextual and relevant TimelyEasy to consumeDevice agnosticFindableNon-intrusiveEngagingUniqueBuilds trust and authority
![Page 64: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/64.jpg)
Balanced contributor strategy
• Internal experts• Business partners• Customers (experts and executives)• Industry influencers• Educators / external researchers • Paid writers / journalists • Paid influencers
![Page 65: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/65.jpg)
Think big but start super narrow and focused.
![Page 66: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/66.jpg)
3. Define roles and responsibilities
![Page 67: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/67.jpg)
• Program director / Chief editor• Managing editor / content strategist• Program manager• Technical expert• Copy editor and proofing• SEO / SEM• Digital strategist• Social listening and ideation• Metrics and analytics• Social media and amplification• Paid media• Community management• Influencer management• Creative / graphic design• Web dev• PR & AR• Demand generation
Roles and responsibilities
![Page 68: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/68.jpg)
Establish guidelines and hold regular training and enablement.
![Page 69: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/69.jpg)
Have a place for everyone to easily find information.
![Page 70: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/70.jpg)
4. Structuring your cross-functional team
![Page 71: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/71.jpg)
Think broader than just your immediate, internal team.
![Page 72: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/72.jpg)
• Internal team• Across your organization• Customers• Business partners• Agencies / vendors• Freelancers / contractors• Crowdsourcing
Where to look
![Page 73: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/73.jpg)
• Time to market• Scalability• Internal resources available• Budget• Quality• Time investment• Coordination
What to consider?
![Page 74: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/74.jpg)
• Managing editors• Digital strategist• Social media and community manager• Visual designers• Web dev team• Copy editors (contractor)• Internal subject matter expert per business
group• Contributors
Sample team structure
![Page 75: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/75.jpg)
Different team members can be leads for certain functions.
![Page 76: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/76.jpg)
Set core values for your team.
![Page 77: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/77.jpg)
1. It’s all about people – Always is and always will be. People matter more than anything. We care about those we work with and those we serve. We are all about building trust-based relationships and establishing win-win partnerships. We care about the results but not at the expense of people. Everything we do should build trust.
2. We are challengers – Change is the only constant. We don’t just realize that, we enthusiastically embrace and drive ongoing change. We challenge the norms and push boundaries. We don’t maintain, we multiply. We are bold in what we do.
3. Growth and learning is in our DNA – Our curiosity sparks an endless appetite for learning. We can always be better. We are always pursing growth on all levels and fronts.
4. We are passionate for our work – We are here to create remarkable experiences. We get things done. Above all, we have passion for what we do. We are proud of what we do. We are relentless and driven.
5. We envision BIG and start small – We don’t welcome small thinking but we’re all about small starts. We are responsible risk-takers. We try new things without losing focus on what really matters. We know that greatness comes from caring about the little day-to-day things. We move fast.
6. We are generous givers, not self-serving takers – We give more than we take. We are always helping. We teach and educate. We are always setting people up for success.
7. We can do a lot more by doing less better and faster – We always bring our best. It’s focused excellence. We are obsessed about quality but with a iterative, fast-paced approach.
8. We will laugh hard, loud, and often – We enjoy our work and we have fun while at it. We don’t take ourselves too seriously.
![Page 78: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/78.jpg)
Editorial guidelines
![Page 79: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/79.jpg)
![Page 80: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/80.jpg)
Social media guidelines
![Page 81: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/81.jpg)
5. Processes and tools to get work done and scale
![Page 82: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/82.jpg)
Think about growth and scalability as you define processes and technology.
![Page 83: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/83.jpg)
Clearly define your processes and workflow. Develop it with your team.
![Page 84: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/84.jpg)
![Page 85: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/85.jpg)
![Page 86: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/86.jpg)
Make the world a better place. Please, stop using email.
![Page 87: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/87.jpg)
Content management systems (CMS)
![Page 88: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/88.jpg)
MARCEL SANTILLI
![Page 89: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/89.jpg)
Content marketing platforms
![Page 90: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/90.jpg)
![Page 91: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/91.jpg)
Communication tools
![Page 92: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/92.jpg)
MARCEL SANTILLI
![Page 93: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/93.jpg)
File sharing and hosting
![Page 94: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/94.jpg)
MARCEL SANTILLI
![Page 95: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/95.jpg)
Social media management and monitoring tools
![Page 96: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/96.jpg)
MARCEL SANTILLI
![Page 97: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/97.jpg)
Influencer management
![Page 98: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/98.jpg)
MARCEL SANTILLI
![Page 99: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/99.jpg)
Team collaboration software
![Page 100: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/100.jpg)
MARCEL SANTILLI
![Page 101: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/101.jpg)
CRM or contact management tools
![Page 102: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/102.jpg)
MARCEL SANTILLI
![Page 103: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/103.jpg)
Analytics and marketing automation
![Page 104: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/104.jpg)
MARCEL SANTILLI
![Page 105: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/105.jpg)
Other tools
![Page 106: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/106.jpg)
MARCEL SANTILLI
![Page 107: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/107.jpg)
6. Set goals, metrics and KPIs to measure your team's success
![Page 108: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/108.jpg)
Define your KPIs and what you will need to measure.
![Page 109: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/109.jpg)
Some KPIs we are measuring
• Cost per visit/view• Engagement per visit• Visit to response rate• Average cost per response• Response to validated lead (VL) • Average opportunity per visit• Average opportunity size• Cost per opportunity
![Page 110: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/110.jpg)
Track ROI from the beginning to give your content program more respect.
![Page 111: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/111.jpg)
7. Ask me anything!
![Page 112: How to build a content marketing and social media engine](https://reader038.vdocuments.mx/reader038/viewer/2022102316/587698711a28abab2f8b7461/html5/thumbnails/112.jpg)
MARCEL SANTILLI 112
Connect with me
Twitter.com/santilliLinkedin.com/in/marcelsantilli