How to Boost Your Content Marketing Efforts
-
Upload
scriptedcom -
Category
Marketing
-
view
1.272 -
download
0
Transcript of How to Boost Your Content Marketing Efforts
![Page 1: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/1.jpg)
Boost Your Content Marketing Efforts
![Page 2: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/2.jpg)
Your Host
J.D. Peterson, Chief Revenue OfficerScripted
@jd_peterson
![Page 3: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/3.jpg)
We provide original written content for thousands of companies through our curated community of
high quality freelance writers & editors
Content creation made easy
![Page 4: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/4.jpg)
The State of Content Marketing Today
![Page 5: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/5.jpg)
![Page 6: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/6.jpg)
![Page 7: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/7.jpg)
![Page 8: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/8.jpg)
![Page 9: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/9.jpg)
![Page 10: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/10.jpg)
![Page 11: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/11.jpg)
Building Buyer PersonasBackground: Age, gender, job title, role, income
Information Sources: Where do they get their content? Which formats do they prefer?
Objections: Where might they object to your product if put through the sales process?
Free Time: What are their hobbies, favorite movies and TV shows?Educational background: What’s their highest level of schooling? What did they study?
Purchasing Decision Making: How do they rank their preferences when they’re evaluating a potential purchase? Price? Quality? Durability?
![Page 12: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/12.jpg)
Know Their Pain!Key Problems:
• What keeps them up at night?• What will get them promoted or prevents them
from succeeding in their job?• What would make their life/job easier?• Where or how have they struggled with other
products or services?• What are their goals and what challenges do
they face in order to crush them?
![Page 13: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/13.jpg)
Building Buyer Personas
Title: Account Manager/Executive, Client Manager, Project Manager, Tech SpecialistAgency Size: 5 - 100Scene: Owner of client/project. Needs to deliver content to client as part of larger project. Making his client happy is job #1. May have writing resources available but needs to supplement.
Persona: Account Manager Andy
Key Problems:1. I need to provide my client with niche content that I don’t have
a writing resource for2. I’ve struggled with freelancing to find the right level of quality3. I don’t have time to find and manage writers
![Page 14: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/14.jpg)
Get Info On Your Audience
Customer interviews
Interview your customer facing teams (Sales & CS)
Market Surveys
3rd party research
![Page 15: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/15.jpg)
Putting Your Personas To Work!
• Create content that solves their problems & speaks to their pain
• Create multiple, “persona-ized” versions of core pieces
• Publish and distribute to the places they frequent
![Page 16: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/16.jpg)
LATE STAGE
MID STAGE
EARLY STAGE Persona 1
Persona 2
Persona 3
Persona 4
Persona 1
Persona 2
Persona 3
Persona 4
Persona 1
Persona 2
Persona 3
Persona 4
![Page 17: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/17.jpg)
Setting Your Team Up For Success
![Page 18: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/18.jpg)
There is so much content to createOne sheetsSales decksCase studiesBlog postseBooksWhite PapersSocial Media postsArticlesWebinarsDemosNewslettersEmailsInfographics
![Page 19: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/19.jpg)
Content Marketing Roles
![Page 20: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/20.jpg)
You’re Gonna Need One Of These…
![Page 21: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/21.jpg)
Writing Content Is More Than Just Writing
Planning
Writing
EditingPublishing
Promoting
![Page 22: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/22.jpg)
Leverage Tools and Services
![Page 23: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/23.jpg)
Efficiency of External Writing Teams
20%
80%
Editorial Calendar
Submit Guideline
s
Content Written
Review Content
Publish/Promote
Measure
Measure and optimize
Plan content 4 weeks in advance
30+ pieces of content written in 5 to 10 days
3 – 5 days of review and editing
Promote across relevant channels
![Page 24: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/24.jpg)
Small Team, Big ContentTeam• Content Manager
Volume• 30+ pieces of content
published per month
Content• Blog Posts• Guest Posts• White Papers• Slideshares• Webinars
Content Creation
Scripted Writers
In-House20%
80%
![Page 25: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/25.jpg)
Quantity or Quality…It Takes BOTH!
![Page 26: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/26.jpg)
Quality Comes First
• Don’t produce garbage!• Would you be comfortable sharing it?
• Test it -> internally & externally
• Ensure it is on brand, on message, and in your voice
![Page 27: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/27.jpg)
What is Quality
Original & Professional
Relevant to Audience
Helpful & Thought-Provoking
![Page 28: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/28.jpg)
Quality Matters• Represents your brand. Builds
trust & authority• Google cares!• High-quality content has a
longer shelf life• High-quality pieces are easier
to re-purpose
![Page 29: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/29.jpg)
But Quantity Matters Too!• Quantity & quality are not at odds
with each other• Building readership requires a
consistent, ongoing volume of content (think newspapers)
• The more you produce, the more knowledge you will have about your audience and what resonates with them
![Page 30: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/30.jpg)
Publishing Frequency
![Page 31: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/31.jpg)
Late Stage Content:- Create company specific content to help buyers evaluate your
solution- Pricing comparison- Demos- Case studies- Reviews
Mid Stage Content:- Focus around buyers who are looking for your solution
- Buying guides- Definitive guides- Analyst reports- White Papers
Early Stage Content:- Build brand awareness, become a thought leader in the industry
- Blog posts- eBooks- Lists- Infographics- Webinars
![Page 32: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/32.jpg)
LATE STAGEMID STAGEEARLY STAGE
How to create content to boost your marketing.
How the smartest marketers
outsourcing content creation.
How Scripted’s content increased
42Floors’ traffic by 148%
“content marketing” “outsource content” “Scripted’s content”
![Page 33: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/33.jpg)
Time To Measure
![Page 34: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/34.jpg)
![Page 35: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/35.jpg)
![Page 36: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/36.jpg)
![Page 37: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/37.jpg)
Content Marketing Goals
• Drive traffic• SEO• Brand awareness• New leads• Customer acquisition• Thought Leadership• Education
![Page 38: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/38.jpg)
Reach our clearly defined audience
Provide relevant & valuable info.
Drive audience through the funnel
![Page 39: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/39.jpg)
JD’s Five Simple Questions
![Page 40: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/40.jpg)
1. Is our target audience reading it?2. Is it helpful?3. Are people sharing and/or discussing
it?4. What do people do after they read it?5. Which content is resonating most with
our buyers (or other conversion types)?
![Page 41: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/41.jpg)
1. Is our target audience reading it?
Consumption Metrics:• Views & downloads• Time on page & scroll mapping
• User profiles
![Page 42: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/42.jpg)
2. Is it helpful?
• Customer feedback• Media/influencer coverage
![Page 43: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/43.jpg)
3. Are people sharing and/or discussing it?
Engagement Metrics• Shares & likes• Comments & feedback
![Page 44: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/44.jpg)
4. What do people do after they read it?
• Multiple views / reads per visit• Return visits / views• Conversion events
![Page 45: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/45.jpg)
5. Which content is being consumed by our buyers?
• Content Scoring! -> analyze which pieces of content show up most frequently with MQL’s or Wins
![Page 46: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/46.jpg)
![Page 47: How to Boost Your Content Marketing Efforts](https://reader036.fdocuments.in/reader036/viewer/2022062522/5873bb3b1a28abbc788b55af/html5/thumbnails/47.jpg)
https://dashboard.scripted.com/quizzes/planner