How to Scale Brand Storytelling
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It’s getting more difficult for brands to share their stories with their audiences. Brands have been sharing their stories for centuries, but the number of platforms to share content across is vastly greater than just radio and television. On May 8th, Scripted’s CEO, Sunil Rajaraman, and Percolate’s VP of Business Development, Shik Sundar, discussed how modern marketers are addressing these challenges and the most effective ways to scale your storytelling.
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How to Scale Brand Storytelling
- 2. SCRIPTED.COM 1.0 STORYTELLING Why Original Storytelling Matters
- 3. SCRIPTED.COM 1.1 GOALS Brand Storytelling Goals Brand Awareness Customer Acquisition Customer Retention Engagement B2B B2C Brand Awareness Lead Generation Customer Acquisition Thought Leadership
- 4. SCRIPTED.COM 1.2 DEFINE SUCCESS How Do You Define Success? Web Traffic Social Media Sharing Time Spent on Website Direct Sales Qualitative Feedback from Customers SEO Ranking B2B B2C Web Traffic Sales Lead Quality Social Media Sharing Sales Lead Quantity SEO Ranking Time Spent on Site
- 5. SCRIPTED.COM 1.3 SUCCESS Success for Scripted’s Content EngagementQualified Leads
- 6. SCRIPTED.COM 2.0 SCALING SCRIPTED Scaling Content With Scripted
- 7. SCRIPTED.COM 2.1 SCRIPTED SCALING Small Team, Big Content Team • Content Manager Volume • 50+ pieces of content published per month Content • Blog Posts • Guest Posts • White Papers • Slideshares • Webinars Content Creation Scripted Writers In-House 20% 80%
- 8. SCRIPTED.COM 2.2 SCRIPTED SCALING Efficiency of External Writing Teams Editorial Calendar Submit Guidelines Content Written 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
- 9. SCRIPTED.COM 2.3 SCRIPTED SCALING What Type Of Content Is Easiest To Scale? Thought- leadership Long-form content Newsworthy/trend content Evergreen content
- 10. SCRIPTED.COM 3.0 SCALING IDEAS Scaling Idea Generation
- 11. SCRIPTED.COM 3.1 IDEA GENERATION Your Brand Don’t Create Content Just To Create Content Content Creation Timing Your Audience Know This First:
- 13. SCRIPTED.COM 3.3 EMPLOYEE ACTIVATION Employee Activation “Your greatest stories may not come from marketing.” Written by a Scripted Engineer 15,000+ views
- 14. SCRIPTED.COM 4.0 SCALING GONE WRONG How Scaling Can Go Wrong
- 15. SCRIPTED.COM 4.1 SCALING GONE WRONG Create Original Content With Organic Links
- 16. SCRIPTED.COM 5.0 SCALING SYNDICATION Scaling Syndication
- 17. SCRIPTED.COM 5.1 SCALING SYNDICATION Syndication Is Key To Growth Brand Website Brand Social Media Sponsored Social Media Syndication
- 18. SCRIPTED.COM 6.0 GUEST POSTS Scaling Guest Posts
- 19. SCRIPTED.COM 6.1 GUESTS POSTS Have Exclusive Content Ready
- 20. SCRIPTED.COM 7.0 CONTENT TEAM Scaling Your Content Team
- 21. 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.
- 22. SCRIPTED.COM 7.2 CONTENT TEAM Strategy, Writing, and Editing Are Different Planning Writing EditingPublishing Promoting Content strategists needs to focus on core audience and maintain editorial calendar.
- 23. SCRIPTED.COM 8.0 MESSAGING Scaling Your Message
- 24. SCRIPTED.COM 8.1 MESSAGING How To Scale An Integrated Message YOUR BRAND LATE STAGEMID STAGEEARLY STAGE
- 25. SCRIPTED.COM 8.2 MESSAGING Brand Style Guide