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The Tools You Need to Be A Better Content Marketer
- 1. THE TOOLS YOU NEED TO BE A BETTER CONTENT MARKETER
- 2. Director of Content & Social Media Influence & Co. Tweet: @MayaSLuke #ContentTools16 Tasia Potasinski Content Marketing Manager Scripted, Inc. Tweet: @tasiapotasinski YOUR HOSTS
- 3. 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.
- 4. The Problem Big content goals, small team
- 6. The Solution? Become an efficient content marketer
- 7. + = TRUST TOP-OF-MIND MARKETING OPPORTUNITY Succeeding in Content Marketing
- 8. Top of the Funnel Awareness 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 Funnel Consideration 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 Funnel Decision
- 13. The Key to Streamlining and Improving Content Creation
- 14. Creating Effective Content It Starts With You — Share Your Knowledge
- 15. PROCESS = SAVING TIME CONTENT STRATEGY KNOWLEDGE EXTRACTION CONTENT CREATION PUBLICATION & DISTRIBUTION
- 16. • 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
- 17. THE DIFFERENTIATING FACTOR PASSION/CUSTO MER PAIN POINTS KNOWLEDGE/SKI LL DIFFERENTIATIN G FACTOR
- 18. 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.
- 19. Tools for Saving Time + Money While Scaling Content Creation
- 20. A WELL-ROUNDED CONTENT TEAM CONTENT STRATEGIST SUBJECT MATTER EXPERTS CONSUMABLE EDITOR DISTRIBUTION SPECIALIST
- 21. What editors of the top publications had to say:
- 22. 92% of editors prefer contributed content from industry experts and leaders over journalists.
- 24. 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
- 25. I’M HERE TO HELP To 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 matt@InfluenceandCo.com.
- 26. 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
- 28. To Brainstorm
- 29. To Write
- 30. To Edit
- 31. To Distribute • Webinars • Twitter chats • Videos • SlideShare
- 32. To Spice Up Your Content
- 33. To Publish
- 35. Writing high-quality content consistently is hard…
- 36. But you don’t have to do it all yourself.
- 37. » 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/
- 39. Thank you!
Notes de l'éditeur
- As the world of content publishing evolves, with platforms like Facebook and Apple stepping in, it’s more important than ever to start producing quality content that reaches your brand’s target audience and starts building trust. It’s becoming more important to control your message online and publish authentic content from your brand.
- - Link to Recording - We’ll include resources and offers mentioned in this presentation so don’t worry about jotting them down - Send us your questions! Tweet me @MayaSLuke and/or use hashtag #LikeableICo
- *Note: Talk about the challenges for marketers, recruiters, etc. all across your company and YOU guys are the source for it.* *70% of buyers prefer to read content before making a purchase
- This is the goal behind content marketing — this is why it’s worth it!
- Talk about building personas and topic campaigns Every FAQ should be a topic Give ways to source pubs effectively that reach these personas
- You can download this at:
- Content Tilt - The Differentiating Factor Knowledge/Skill —- Passion/Customer Pain Point — Content Tilt — The differentiating factor
- Knowledge Management Template — As you saw in the previous slide, our company uses company knowledge banks with our proprietary software, but we created a customizable resource our readers can use to start implementing this tool across their team. (I will be sending out this resource with the follow-up and include a link in the presentation)
- We have an entire in-house content team that ensures each piece of content we’ve developed for both our clients and our internal authors is high-quality and meets a publication’s guidelines. When tackling to create content in-house, be sure to designate or hire these key individuals to make sure you’re producing consistent, relevant, and quality content.
- Trust + Top of Mind Marketing = Opportunity
- Knowledge Management Template — As you saw in the previous slide, our company uses company knowledge banks with our proprietary software, but we created a customizable resource our readers can use to start implementing this tool across their team. (I will be sending out this resource with the follow-up and include a link in the presentation)
- Knowledge Management Template — As you saw in the previous slide, our company uses company knowledge banks with our proprietary software, but we created a customizable resource our readers can use to start implementing this tool across their team. (I will be sending out this resource with the follow-up and include a link in the presentation)
- Knowledge Management Template — As you saw in the previous slide, our company uses company knowledge banks with our proprietary software, but we created a customizable resource our readers can use to start implementing this tool across their team. (I will be sending out this resource with the follow-up and include a link in the presentation)
- Knowledge Management Template — As you saw in the previous slide, our company uses company knowledge banks with our proprietary software, but we created a customizable resource our readers can use to start implementing this tool across their team. (I will be sending out this resource with the follow-up and include a link in the presentation)