how to scale brand storytelling

SCRIPTED.COM

HOW TO SCALE YOUR

STORYTELLING

SCRIPTED.COM

SCRIPTED.COM

1.0 STORYTELLING

Why Original Storytelling Matters

SCRIPTED.COM

1.1 GOALS

Brand Storytelling Goals

Brand AwarenessCustomer AcquisitionCustomer Retention

Engagement

B2B B2C

Brand AwarenessLead Generation

Customer AcquisitionThought Leadership

SCRIPTED.COM

1.2 DEFINE SUCCESS

How Do You Define Success?

Web TrafficSocial Media Sharing

Time Spent on WebsiteDirect Sales

Qualitative Feedback from Customers

SEO RankingB2B B2C

Web TrafficSales Lead Quality

Social Media SharingSales Lead Quantity

SEO RankingTime Spent on Site

SCRIPTED.COM

1.3 SUCCESS

Success for Scripted’s Content

EngagementQualified Leads

SCRIPTED.COM

2.0 SCALING SCRIPTED

Scaling Content With Scripted

SCRIPTED.COM

2.1 SCRIPTED SCALING

Small Team, Big ContentTeam• Content Manager

Volume• 50+ pieces of content

published per month

Content• Blog Posts• Guest Posts• White Papers• Slideshares• Webinars

Content Creation

Scripted Writers

In-House20%

80%

SCRIPTED.COM

2.2 SCRIPTED SCALING

Efficiency of External Writing Teams

Editorial Calendar

Submit Guideline

s

Review Content

Publish/Promote

Measure

Plan content 4 weeks in advance

30+ pieces of content written in 5 to 10 days

3 to 5 days of review and editing

Promote across relevant channels immediately

Measure and optimize

SCRIPTED.COM

2.3 SCRIPTED SCALING

What Type Of Content Is Easiest To Scale? T

hought-leadership

Long-form content

Newsworthy/trend content

Evergreen content

SCRIPTED.COM

3.0 SCALING IDEAS

Scaling Idea Generation

SCRIPTED.COM

3.1 IDEA GENERATION

Your Brand

Don’t Create Content Just To Create Content

Content Creation

Timing

Your Audience

Know This First:

SCRIPTED.COM

3.2 IDEA GENERATION

Content Manager

Industry Writers

Social Media Employees

Monthly Themes

Customer Stories

FAQ

Industry News

Competitors

GA Keyword

Tool

Editorial Calendar

SCRIPTED.COM

3.3 EMPLOYEE ACTIVATION

EmployeeActivation

“Your greatest stories may not come from marketing.”

Written by a Scripted Engineer15,000+ views

SCRIPTED.COM

4.0 SCALING GONE WRONG

How Scaling Can Go Wrong

SCRIPTED.COM

4.1 SCALING GONE WRONG

Create Original Content With Organic Links

SCRIPTED.COM

5.0 SCALING SYNDICATION

Scaling Syndication

SCRIPTED.COM

5.1 SCALING SYNDICATION

Syndication Is Key To Growth

Brand Website

Brand Social Media

SponsoredSocialMedia

Syndication

SCRIPTED.COM

6.0 GUEST POSTS

Scaling Guest Posts

SCRIPTED.COM

6.1 GUESTS POSTS

Have Exclusive Content Ready

SCRIPTED.COM

7.0 CONTENT TEAM

Scaling Your Content Team

SCRIPTED.COM

7.1 CONTENT TEAM

Current State of Content Teams

44%of B2B marketers say they

have a documented content marketing strategy

73%of B2B organizations have

someone in place to oversee content marketing strategy.

SCRIPTED.COM

7.2 CONTENT TEAM

Strategy, Writing, and Editing Are Different

Planning

Writing

Editing

Publishing

Promoting Content strategists

needs to focus on core audience and maintain editorial calendar.

SCRIPTED.COM

8.0 MESSAGING

Scaling Your Message

SCRIPTED.COM

8.1 MESSAGING

How To Scale An Integrated Message

YOUR BRAND

LATE STAGEMID STAGEEARLY STAGE

SCRIPTED.COM

8.2 MESSAGING

Brand Style Guide