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Facebook Video Retargeting for Live Video and Beyond
Do you post videos on Facebook? Have you tried retargeting your live and uploaded videos? To explore techniques for retargeting your videos, I interview Amanda Bond. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers and business owners discover […]
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How HubSpot, Moz, Buffer, and TrackMaven Staff Their Content Teams
It’s always valuable to look at how other organizations within your industry get things done every day. And It’s particularly valuable to look at how an organization you admire, or aspire to emulate, has nailed what they do.
When we read in 2016 that BuzzFeed was changing the entire way its content creation team was structured, it made us curious about how we were creating our own content. Were we dedicating enough resources to video content? Was our social media strategy as built out?
HubSpot doesn’t operate at nearly the same scale as BuzzFeed, and we aren’t a strictly media company, but it made me wonder how our industry peers are getting the job done. So I asked some of my friends in the B2B marketing space, “How do you create content every day?”
In this post, we’ll discuss how different content teams are structured — and what wisdom you can take away for staffing your own team.
How 4 Content Marketing Shops Staff Their Content Teams
1) TrackMaven
TrackMaven is a marketing attribution analytics software company, and I asked Senior Director of Marketing, Kara Burney, about her team’s unique approach to structuring the content marketing team of “mavens.”
Over the past year and a half, we flipped our content creation hierarchy from an exclusively in-house model to a primarily freelance-based model. The impetus was to divide and define the responsibilities of content creation, content distribution, and content reporting.
While we still oversee social media and advertising in-house, we now manage a consistent cadre of freelancers: four to five writers, one to two videographers, and two to three designers. As a result, our team is able to focus on the distribution and ROI of each content asset, while benefiting from the expertise of specialized freelancers.”
Takeaway for Marketers: TrackMaven structured its team to best prioritize everyone’s time according to their strengths. TrackMaven consists of experts in content distribution and proving ROI, so its content team focuses on those parts of the content creation process — and leaves the actual creation to freelancers to free up time and energy.
And according to our research, this is a smart move: The 2017 State of Inbound report revealed that some of marketers’ top priorities include proving marketing ROI and content distribution/amplification.
2) Buffer
Buffer is a social media scheduling app that creates a ton of useful content and research on its different blogs, so I asked its Director of Marketing, Kevan Lee, how the content team is assembled to produce so much.
We have nine people in total on our marketing team: one director, one content writer, one blog editor, one community builder, one loyalty marketer, one PR marketer, one bottom of the funnel marketer, one digital strategist and social media producer, and one product marketer.
We all create content in some way, at some time. We’ve built the team based on the marketing channels that we’ve been able to validate. So, at first, when our team was one or two people, we went after a wide range of marketing channels to see what worked. Content marketing yielded some huge results, so we hired a content writer to go deep on that channel.
As channels get validated, we try to move people into those roles so they can maximize the impact we can have on that channel. In our case, blogging has been highly validated as a strong referral source for us, so we have multiple people working on content marketing. Video is showing lots of potential, and we’re definitely doing more there — it just hasn’t quite reached the peak validation of content marketing for us yet.”
Takeaway for Marketers: Buffer’s marketing team waits for channels to start to drive meaningful results before dedicating staff members to leading the charge, which makes a lot of sense. In this way, Buffer can use ROI to make intentional and impactful choices about where to dedicate resources to get results — and fast. Buffer has consistently seen blogging move the needle for its outcomes, so it built out the blogging team to constantly keep the content engines running.
3) Moz
Moz sells SEO, link building, and content marketing software. I asked its Audience Development Manager, Trevor Klein, about how Moz creates the Moz Blog, Whiteboard Fridays, and other great content.
Moz doesn’t actually have a single full-time content creator. We do have a content team of four members. One marketer is in charge of our content experience, ensuring we’re addressing the needs of our audiences and offering them the right paths (and the right stops on those paths) to get the value they need. We also have our blog manager, though her purview extends to strategy for all of our educational content. Our video wizard — with expertise in both video strategy and production — helps teams throughout Moz make the most of a complicated medium. And I manage the team and set overarching strategy.
We also, though, have a handful of other Mozzers who devote some of their time to creating content, including several Moz Associates — industry experts with whom we have ongoing contractual relationships.
Our team is structured in a way that encourages each individual to contribute in their most meaningful ways, working as much as possible with our wonderful community of contributors. We divide the creation and editing responsibilities among several people instead of retaining full-time writers, and that gives us two important benefits. For one thing, it affords us great flexibility. We don’t have to wait on a bottleneck or get stuck because someone is on vacation, and it allows us to play off each writer’s individual skills for different content needs. This works out well, as Moz’s priorities are in a near-constant state of flux. It also ensures that work never gets too monotonous for anyone on the team. Some people enjoy writing things all day every day, but those folks are few and far between. Splitting the creative work among several people encourages coordination and allows us all to spend some time on other things.”
Takeaway for Marketers: Moz’s approach to content creation is smart — it maximizes and takes advantage of employees’ strengths and talents, and it makes the entire publication process a collective team effort. And by training the whole team to fulfill writing, editing, and publishing roles, the team is more nimble and adaptable to institutional or industry change that might drastically alter priorities and goals.
4) HubSpot
Here at HubSpot, our content creation is spread over many different teams — in fact, we like to say that everyone at HubSpot creates. Within our “strictly” content team, outside of the HubSpot blogs, where we have four full-time writers creating daily content, we have a team of three multimedia content creators, a researcher, two podcast producers, and two social media and video content producers. Additionally, we have a team that creates co-marketing content with our partner organizations, a team that creates ebooks and content offers designed to generate leads, and specific blogs and dedicated to recruiting prospective employees and providing valuable insights to our partner marketing agencies and our various clients’ verticals.
In short, the official content engine is made up of nearly 20 employees, but everyone at our organization has the expertise and ability to create content — whether it’s a blog post, a Facebook Live broadcast, or a podcast recording.
Takeaway for Marketers: We recommend creating opportunities for all employees to be a part of the content team — team members in other departments have valuable insights and data that can be adapted into relevant content for your audience, so don’t be afraid to grow its size to meet your traffic goals.
How is your company’s content team structured? Share with us in the comments below.
New iPhone 8 report claims rear Touch ID, renders show bezel-less design w/ iOS 11 [Gallery]
Apple earlier this week unveiled the next major software release for iPhone and iPad, iOS 11. The iPhone 8 this fall will almost certainly be the first device to ship with iOS 11, and now a new set of renders imagine the upcoming flagship device running Apple’s latest operating system. Furthermore, the report adds a few additional detail about the iPhone 8…
Comparison: How does Apple’s current iPad & iPad Pro lineup stack up?
At WWDC earlier this week, Apple overhauled its iPad lineup with two new iPad Pro models: an all-new 10.5-inch model and a refreshed 12.9-inch model. Gone is the 9.7-inch iPad Pro that was introduced just over a year ago.With the two new models, here’s how the iPad lineup stacks up today:
- 9.7-inch iPad
- 10.5-inch iPad Pro
- 12.9-inch iPad Pro
How do these models compare? Read on to find out…
iFixit teardown of 2017 MacBook & MacBook Pro reveals few changes, minor keyboard improvements
Earlier today, the folks at iFixit shared their teardown of the new iMac, noting a surprising amount of user repairability. Now, the site has given the 2017 MacBook and MacBook Pro models the same treatment, noting virtually no internal changes or improvement in repairability…
Tim Cook among CEOs attending Kushner-led tech summit later this month in DC
Apple has long been said to be involved with the new American Technology Council set forth by the Trump Administration, and now a new report from Bloomberg sheds more light on Apple’s role. The report notes that Tim Cook himself will attend the first meeting of the council, which is said to occur on June 19th.
iOS 11’s new HEIF/HEVC camera formats will save you 50% on storage
At this year’s jam-packed WWDC 2017, Apple introduced two new camera formats that are included in iOS 11: HEVC and HEIF. In using the new camera formats, Apple estimates users will be able to save up to 50% on storage needs, without any loss in image quality. This becomes the perfect solution for users on lower capacity devices, that still want to take advantage of the iPhone’s great camera.
Let’s dive in and see what other advantages these formats will bring.
Developer unboxing gives us a first look at Apple’s $599 External Graphics Development Kit
Now that macOS supports native eGPU support in the beta version of High Sierra, it’s now possible to drive external graphics using a MacBook Pro or iMac via Thunderbolt 3. To support development needs, Apple is selling a special $599 External Graphics Development Kit directly to developers.
Josh Farkas, CEO of Cubicle Ninjas, received an External Graphics Development Kit and subsequently tweeted his unboxing. The kit includes a Sonnet eGPU box, an AMD Radeon RX 580 and a Belkin USB hub. more…
New for Accessibility: ‘Smart Invert Colors’ in iOS 11, macOS onscreen keyboard, text & photo detection for VoiceOver & more
With iOS 11 and macOS High Sierra unveiled this week at Apple’s Worldwide Developers Conference, the company is introducing a handful of new Accessibility features that will improve the experience for users with disabilities. Head below for a tour of the new features coming this fall…
more…
AirPods automatically pair with Apple TV starting with tvOS 11
When you pair AirPods to your iPhone, the wireless earbuds are automatically paired to iPads, Macs, and Apple Watches with the same iCloud account thanks to automatic setup. Apple TV has not been included in the devices that automatically pair, however, but that’s changing with tvOS 11.
9to5Toys Lunch Break: BeatsX under $100, SanDisk 32GB Flash Drive $10, LG 49″ 4K Smart UHDTV $539, more
Keep up with the best gear and deals on the web by signing up for the 9to5Toys Newsletter. Also, be sure to check us out on: Twitter, RSS Feed, Facebook, Google+ and Safari push notifications.
TODAY’S CAN’T MISS DEALS:
Best Buy Father’s Day Sale: BeatsX under $100, 2017 iPad discounts, HomeKit deals, more
Daily Deals: YI Technology 720p Camera $40, SanDisk 32GB Micro USB Flash Drive $10, more
LG 49-inch 4K HDR Smart Ultra HDTV drops to $539 (Reg. $799)
Add a leather band to your Apple Watch in multiple colors for $13 (Reg. $21)
Apple’s new iPad Pro pre-orders launch w/ up to $50 gift cards, tax benefits
The best cases for Apple’s new 10.5-inch iPad Pro
Apple’s 2017 9.7-inch iPad Wi-Fi 128GB $399 at B&H (Tax NY/NJ only)
Apple iPhone 6s 16GB in multiple colors now $280 shipped (refurb)
Sonos launches big sale w/ discounts on PLAY:1, SUB, PLAYBASE, and more
Affinity Photo and Designer apps drop to $40 ea. on the Mac App Store (20% off)
- FRAMED for iOS and Apple TV free for first time in years (Reg. $4+)
- Dungeon999F action-RPG now available free on the App Store (Reg. $1)
- App Store Free App of the Week: The Robot Factory for iOS goes free for very first time (Reg. $4)
- RGB Express Mini Truck puzzler drops to just $1 on the App Store (Reg. $2+)
Review: UNBREAKcable Lightning cables are designed to withstand everyday life
Review: Logitech’s K840 is an affordable gateway to mechanical keyboards
Review: VAUX Speaker brings improved sound, portability, and simplicity to the Echo Dot
9to5Rewards: Monoprice Tube Amp Bluetooth Speaker System [Giveaway]
MORE NEW GEAR FROM TODAY:
Harman Kardon Bluetooth Speakers from $98: Omni 20 $135 (Orig. $300)
Anker PowerLine Ultra-Durable 10-foot MFi Lightning Cable $12, more
- Energizer 4-pack AA Rechargeable Batteries $7 (Reg. $12), more
- Wacom introduces a smart Clipboard that enables easy digital archiving on iOS/Android
- Drone Roundup: JETJAT ULTRA $60, Micro Drone 3.0 Combo Pack $145, more
- Brenthaven Collins Slim Laptop Briefcase back at $30 (Orig. $130)
- LG’s Unlocked G6 32GB Kit w/ LG Style Smartwatch for $600 (Reg. $730)
- Top Greener Smart Dual-USB 15A Outlet w/ 3 face covers $16 (Reg. $23)
- Toca Lab Elements free on iOS for very first time (Reg. $3)
- Today’s Best iOS & Mac Game/App Deals: Evoland, Puzzlejuice, more
- Today’s Best Game Deals: Plants vs Zombies GW2 $15, Dark Souls II $15, more
- Braun Series 7 Electric Shaver bundle for $150 in today’s Gold Box at Amazon
- Amazon offers up to 60% Off Father’s Day Watches from Invicta today only from $35
- Anova’s new Nano Precision Cooker packs delicious features, pre-order now
- Yuneec E-GO2 Electric Longboard Skateboard now $300 shipped (Reg. $550+)
- BIC Xtra Comfort Ball Pens (36-Pack) for under $7 + more office supplies
- Amazon’s best-selling Munchkin Miracle 360 Sippy Cups $7 Prime shipped
NEW PRODUCTS & MORE:
Pad & Quill’s all-American leather Oxford case for Apple’s new 10.5″ iPad Pro
Under Armour launches Icon Studio that turns your iPhone photos into shoes
Scorkl is your super light and ultra portable scuba diving solution
- Teach your kid about circuits safely with conductive play dough
- Pokémon Ultra Sun and Ultra Moon coming to Nintendo 3DS this fall, more
- Mophie intros new iPhone 7/Plus and Galaxy S8/Plus Wireless Charge Force cases
- Super Nintendo World getting Mario Kart rides, massive PR event, more
- Wink Bright is a quick-and-easy first step to smart home security
- Xchime is your video doorbell that actively deters would-be thieves
- Monument Valley 2 is available for download right now on iOS
- ASUS Blue Cave 802.11ac Router sports a unique see-through design
- Magpie is the smartest GPS tracker yet to give you peace of mind with your valuables
- Optoma new line of 4K and HDR-ready projectors, starting just under $2,000
- EarStudio brings Bluetooth high-fidelity audio to your wired-headphones
- Nintendo unveils the very first special edition Switch console
- The Bean 3D Printer is priced low with the consumer in mind
- Samsung’s new Connect Home mesh wireless system is available for pre-order Sunday
- Ryobi’s Cooler will keep both you and your drinks chilled this summer
- Tinboard electric skateboard sports premium features at an affordable price
- LEGO is now taking preorders for its Boost robotic kits arriving in August
- Tablo upgrades its Dual OTA DVR with on-board storage, smaller footprint
- New Pokémon game for iOS/Android with Nintendo integration coming soon
- LEGO reels in new 2,000 piece Old Fishing Store kit coming this fall
- EverSleep iOS-connected wearable diagnoses sleep issues without a hospital stay
MORE DEALS STILL LIVE:
Logitech Z200 Multimedia Speakers get a rare price drop to $20 at Amazon
Twelve South’s BookBook iPhone 7/Plus cases drop to $54 (Amazon all-time low)
Anker’s new PowerCore MFi iPhone 7 Battery Case 20% off: $45 shipped
Ring Video Doorbells get a $50 discount at Amazon, Best Buy, more: Pro model $199
Fitbit fitness trackers up to 40% off: Flex 2 $60, Alta $100, more
Happy Hour Podcast 123 | WWDC 2017
This week Benjamin and Zac unpack WWDC 2017 including tvOS 11, watchOS 4, macOS High Sierra, new Macs, the iMac Pro tease, iOS 11, the new 10.5-inch iPad Pro and second-gen 12.9-inch iPad Pro, the HomePod smart speaker, and much more. 9to5Mac’s Happy Hour podcast is available for download on iTunes and Apple’s Podcasts app, or through our dedicated RSS feed for Overcast and other podcast players.
Chinese police arrest 20 Apple distributors in $7 million customer data-selling operation
How to enable screen recording on iOS 11 without a computer
Screen recording on iOS isn’t a new feature by any means. There have been both official and unofficial ways of doing so for quite some time. The difference today is that iOS 11 is the first of Apple’s mobile operating systems to introduce screen recording as a built-in feature. We’re only in the first beta stages of iOS 11, so this feature could change or even be revoked before the final release, but it’s a great feature that has been a long time coming. Let’s take a look at how you can enable screen recording on iOS 11, why you would want to, and some recording tips.
Once enabled on your device, screen recording will simply be a swipe and tap away.
Sell your old or broken iPad for quick cash and buy yourself the new one
Thinking about upgrading to one of those new iPad Pros Apple (or iMacs or MacBooks) announced this week? It can seem hard to justify, especially if you have a working iPad or other Apple device. So what to do? Keep using that old tech or even worse, put that old technology in a drawer?
Our trade-in and now repair partner MyPhonesUnlimited offer a solution to your tech woes: sell us your old device with our CashBack program. Right now, we can give you a quote for almost any of your old Apple devices. When you get your quote, we ship you a box, you just place that box (with your device inside) back in the mail and a few days later, we’ll send you a check. We take care of shipping on both ends to make things easier and cheaper for you.
Comment: Siri and HomePod will likely remain behind competing IAs, but there’s a reason for that
Siri has come under fresh attack today, with former members of Apple’s intelligent assistant team stating that it still lags behind its rivals despite the announcement of HomePod and improvements introduced in iOS 11.
Independent tests of the main IA systems also tend to bear this out, especially when it comes to personalization. Both Google Home and Amazon Echo have a better understanding than Siri of who we are and what we are likely to want.
The thing is, this isn’t coincidence – and doesn’t come without a cost …
Pokémon Go hosting first official real world event in July, in-game Solstice event next week
Niantic is celebrating Pokémon Go’s launch anniversary next month with the first official real-world event taking place in Chicago. Pokémon Go will also kick off another in-game event next week leading up to the first day of summer.
How to watch a livestream of former FBI director James Comey testifying to Congress today
Ousted FBI director James Comey will be testifying before the Senate intelligence committee this morning, and you can watch a livestream of the event.