the tools you need to be a better content marketer
TRANSCRIPT
THE TOOLS YOU NEED TO BE A BETTER CONTENT MARKETER
Director of Content & Social Media
Influence & Co.
Tweet: @MayaSLuke
#ContentTools16
Tasia Potasinski
Content Marketing Manager
Scripted, Inc.
Tweet: @tasiapotasinski
YOUR HOSTS
Ryan Buckley, Co-Founder and Head of
Partnerships at Scripted, a content creation
platform that connects companies to the best
writers in their industry.
Matt Kamp is the director of strategic partnerships at Influence & Co., a content marketing firm that specializes in helping companies showcase their expertise through thought leadership. Influence & Co.’s clients range from venture-backed startups to Fortune 500 brands.
The ProblemBig content goals, small team
CHALLENGE FOR MARKETERS#1
“CREATING ENGAGING CONTENT”
The Solution?Become an efficient content marketer
+ =
TRUST TOP-OF-MINDMARKETING
OPPORTUNITY
Succeeding in Content Marketing
Top of the FunnelAwareness
Content Marketing Funnel
Content here should largely be educational and help the individuals connect the dots
from the problem to how they may be able to solve it.
Example: An educational e-book explaining more about your industry.
Middle of the FunnelConsideration
Our goal is to present them with the solution and show them the
complexities and expertise involved in doing it well, which will overwhelm
them and convince them that they want help implementing the solution.
Example: Guides, and best practices
Content focused on truly identifying your company as the
best solution is ideal here.
Example: Case studies, comparison documents, and trial
offers focused on why your company is an ideal solution to
the problem
Bottom of the FunnelDecision
Create Mini Campaigns
The Key to Streamlining and Improving Content Creation
Creating Effective Content
It Starts With You — Share Your Knowledge
PROCESS = SAVING TIME
CONTENTSTRATEGY
KNOWLEDGE EXTRACTION
CONTENT CREATION
PUBLICATION & DISTRIBUTION
• Value Proposition
• Competitive Analysis
• Brand Voice
• Personas
• Pain Points (i.e. topics)
• Mediums of Distribution (Hint: work backwards)
• Goals/Metrics
Elements of a Document Content Strategy
THE DIFFERENTIATING FACTOR
PASSION/CUSTOMER
PAIN POINTSKNOWLEDGE/
SKILL
DIFFERENTIATING FACTOR
To Harness Your Company’s Expertise: Knowledge Banks
1. Update it regularly.2. Keep your audience in
mind.3. Crowdsource the
knowledge.4. Organize your info by
category & keyword.5. Make it accessible.
Tools for Saving Time + Money While Scaling
Content Creation
A WELL-ROUNDED CONTENT TEAM
CONTENT STRATEGIST
SUBJECT MATTER EXPERTS
CONSUMABLE EDITOR
DISTRIBUTION SPECIALIST
What editors of the top publications had to say:
92% of editors prefer contributed
content from industry experts and leaders over journalists.
Quote from Our Editor Survey
“It’s imperative to get direct content and insights from key players in the industry, whether they are peers of our readers or general colleagues.”
— Editor surveyed in the State of Contributed Content Report
I’M HERE TO HELPTo download the resources I mentioned, visit www.influenceandco.com/resource-library.
Tweet your questions to me: @theMattKamp.
Connect with me on LinkedIn.
Email me at [email protected].
Ryan Buckley, Co-Founder and Head of
Partnerships at Scripted, a content creation
platform that connects companies to the best
writers in their industry.
@rbucks
To Brainstorm
To Write
To Edit
To Distribute• Webinars• Twitter chats• Videos • SlideShare
To Spice Up Your Content
To Publish
To Track Data/Analyze
Writing high-quality content consistently is hard…
But you don’t have to do it all yourself.
» URL Structure: focus on primary keyword
» Title Tag: Begin your title with your keyword phrase: “Example Title Article | Brand”
» Meta Description: 160 characters or less
» Yoast settings: Use WordPress as a cheat sheet!
SEO Checklist
Read the full blog here: https://scripted.com/seo-content-
marketing-2/seo-checklist/
Thank you!