I’m the Senior Manager of Content Marketing at Whatfix.

Whatfix is a digital adoption platform that supports organizations drive technology adoption with in-app content such as product tours, guided walkthroughs, tool tips, smart nudges, self-help wikis, and more.

How big is it?

‍Our content team has 4 dedicated team members - 2 in Chicago and 2 in India. We also have a freelance team of 8 contractors that we work with.

Our larger product marketing org has over 20 team members across core product marketing managers for different Whatfix products and solution areas, PR team, analyst relation team, brand marketing, and our content function - all distributed across Bangalore India, San Jose CA, and Chicago IL.‍

What does your team do? What are you responsible for?‍

The biggest asset our content team owns is the Whatfix blog that publishes high-quality TOFU content targeting our key personas. We create templates, checklists, interactive tools, guides, ebooks, whitepapers, etc. to drive that traffic down the funnel and build awareness of Whatfix.

We also own sales enablement content creation, GTM solution area support content creation, and copy editing and writing support across the entire Whatfix organization - among many other content-related projects and tasks.

Constant Communication 

• We have two weekly meetings every Tuesday and Thursday. The Tuesday meeting is a catchup, sprint-kickoff style meeting were we have a roundrobin of what everyone is working on, what we completed last week, and any blockers we are experiencing. We also use this time to catchup on our KPIs and goal tracking. The Thursday meeting is for sharing content inspirations we’ve found, talk about new experiments or stretch projects, and have lunch-and-learn style training sessions.
• We also have 1-1s with all employees every week to make sure everyone is having a tailored, personalized work experience - this allows us to understand skills gaps, burnout, and develop relationships with virtual team members.
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Process Documentation & Knowledge Sharing

• We create process documents in Google Docs, Loom videos, and our own Whatfix plugin to create step-by-step tutorials of common processes that helps us in our day-to-day (ie. how to plan keywords for a new topic cluster, how to conduct link outreach, how to design an element in Wordpress, how to embed a new tool we created for website, etc.)
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Trust/Honesty

• A trust that employees are getting their core responsibilities and tasks done, and a two-way communication street that is honest at its core.

• Frequent 1-1s and check-ins, not only on workload and task updates, but on general attitude towards work, work/life balance, future career aspirations, etc.
• Empowerment. Giving problems/projects to team members and allowing them to tackle it in the way they want to, with little structure and frequent support.

Timing. We are a global team, meaning that we’re online/offline at opposite times. Scheduling meetings can be a difficult task.

• Our entire US-remote team has a weekly “tea time” where it’s 15 minutes for everyone to jump into a Zoom room and just catchup.
• We also have a monthly marketing org team building event, hosted virtually on Zoom. These range from wellness classes, chocolate tasting, painting hour, etc

We played a virtual drawing game that was meant to be an ice-breaker with the larger product marketing, and the team loved it. It was a great way to have individuals personalities shine in a non-work way.

Loom, for constantly sharing ideas, inspiration, wins, things you’re proud of, and general knowledge sharing.