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 at 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 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

External Content

Create Mini Campaigns

The Key to Streamlining and Improving Content Creation

Creating Effective Content

It Starts With You — Share Your Knowledge

PROCESS = SAVING TIME

CONTENT STRATEGY

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 POINTS

KNOWLEDGE/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 matt@InfluenceandCo.com.

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

[Insert survey on ready talk]

• How much content do you produce per month?

• 0-1

• 2-5

• 6-11

• 12+

To Brainstorm

To Write

To Edit

To Distribute

• Webinars

• Twitter chats

• Videos

• SlideShare

To Spice Up Your Content

To Publish

To Track Data/Analyze

One more survey question!

• What is the biggest barrier to creating content?

• Budget

• Team size/capacity

• Finding the right expertise

• Topic ideation

Writing high-quality content consistently is hard…

But you don’t have to do it all yourself.

Tools for Saving Time + Money

Once Your Content Is Created

» 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