scripted -content marketing
TRANSCRIPT
S C R I P T E D . C O M
S I L LY C O N T E N T M A R K E T I N G M I S TA K E S Y O U C A N P R O B A B LY AV O I D
R y a n B u c k l e y
C o f o u n d e r, e t c .
r y a n @ s c r i p t e d . c o m
S C R I P T E D . C O M
S C R I P T E D . C O M
A G E N D A
In order:
1. No capture or CTA 2. Bad SEO
3. Outsourcing too early 4. Paying for distribuCon too early
5. Outsourcing too cheaply
S C R I P T E D . C O M
N O C TA
• NewsleGer signup
• Gated content
• Popup box
Grow your (opt-‐in) email list
S C R I P T E D . C O M
N O C TA
• NewsleGer signup
S C R I P T E D . C O M
N O C TA
• Gated content
S C R I P T E D . C O M
N O C TA
• Popup box
S C R I P T E D . C O M
• Title tags, meta tags, etc: read some SEO blog posts • Good URLs
No leaky buckets
B A D S E O
S C R I P T E D . C O M
• Title tags, meta tags, H1 tags, etc: read some SEO blog posts
B A D S E O
S C R I P T E D . C O M
• Good URLs
B A D S E O
S C R I P T E D . C O M
K N O W Y O U R A U D I E N C E
• Write the first month or two of blog posts yourself • Don’t outsource this • Keep tesCng unCl you figure it out
Know your audience
S C R I P T E D . C O M
K N O W Y O U R A U D I E N C E
• Write the first month or two of blog posts yourself
S C R I P T E D . C O M
K N O W Y O U R A U D I E N C E
• Don’t outsource this
S C R I P T E D . C O M
K N O W Y O U R A U D I E N C E
• Keep tesCng unCl you figure it out
S C R I P T E D . C O M
T RY B E F O R E Y O U B U Y
• Measure your traffic • Before using AdWords/Outbrain/Taboola
Try before you buy
S C R I P T E D . C O M
T RY B E F O R E Y O U B U Y
• Measure your traffic
h"p://blog.hubspot.com/insiders/does-‐blogging-‐work
HubSpot’s results from posCng daily to their blog for one year
S C R I P T E D . C O M
T RY B E F O R E Y O U B U Y
• Before using AdWords/Outbrain/Taboola
S C R I P T E D . C O M
D O N ’ T B E C H E A P
• Size maGers • Outsource what you can’t do in-‐house
Don’t be cheap with content
S C R I P T E D . C O M
D O N ’ T B E C H E A P
• Size maGers
S C R I P T E D . C O M
D O N ’ T B E C H E A P
• Outsource what you can’t do in-‐house
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