THE TOOLS YOU NEED TO BE A BETTER CONTENT MARKETER

Transcription

1 THE TOOLS YOU NEED TO BE A BETTER CONTENT MARKETER

2 YOUR HOSTS Director of Content & Social Media Influence & Co. Tasia Potasinski Content Marketing Manager at Scripted, Inc. #ContentTools16

3 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. Ryan Buckley, Co-Founder and Head of Partnerships at Scripted, a content creation platform that connects companies to the best writers in their industry.

4 The Problem Big content goals, small team

5 #1 CHALLENGE FOR MARKETERS CREATING ENGAGING CONTENT

6 The Solution? Become an efficient content marketer

7 Succeeding in Content Marketing + = TRUST TOP-OF-MIND MARKETING OPPORTUNITY

8 Content Marketing Funnel Top of the Funnel Awareness 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 Bottom of the Funnel Decision 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

9 External Content

10

11

12 Create Mini Campaigns

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 Elements of a Document Content Strategy Value Proposition Competitive Analysis Brand Voice Personas Pain Points (i.e. topics) Mediums of Distribution (Hint: work backwards) Goals/Metrics

17 THE DIFFERENTIATING FACTOR PASSION/ CUSTOMER PAIN POINTS KNOWLEDGE/ SKILL DIFFERENTIATING 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.

23

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 Tweet your questions to Connect with me on LinkedIn. 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

27 [Insert survey on ready talk] How much content do you produce per month?

28

29 To Brainstorm

30 To Write

31 To Edit

32 To Distribute Webinars Twitter chats Videos SlideShare

33 To Spice Up Your Content

34 To Publish

35 To Track Data/Analyze

36 One more survey question! What is the biggest barrier to creating content? Budget Team size/capacity Finding the right expertise Topic ideation

37 Writing high-quality content consistently is hard

38 But you don t have to do it all yourself.

39 Tools for Saving Time + Money Once Your Content Is Created

40 SEO Checklist» 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!

41