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How to Boost Your Content Marketing Efforts

More companies are turning to content marketing to generate awareness, trust, and ultimately new customers. However, setting your company and team up for success takes a lot of work – starting with a clear strategy. In this webinar, Scripted’s CRO, JD Peterson, spoke on how companies can boost their content marketing. Focusing on four key areas, listeners learned about how to know their audience, set their team up for success, determine publishing quantity, and measure results.

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How to Boost Your Content Marketing Efforts

  1. 1. Boost Your Content Marketing Efforts
  2. 2. Your Host J.D. Peterson, Chief Revenue Officer Scripted @jd_peterson
  3. 3. We provide original written content for thousands of companies through our curated community of high quality freelance writers & editors Content creation made easy
  4. 4. The State of Content Marketing Today
  5. 5. Building Buyer Personas Background: 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?
  6. 6. 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?
  7. 7. Building Buyer Personas Title: Account Manager/Executive, Client Manager, Project Manager, Tech Specialist Agency Size: 5 - 100 Scene: 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 for 2. I’ve struggled with freelancing to find the right level of quality 3. I don’t have time to find and manage writers
  8. 8. Get Info On Your Audience Customer interviews Interview your customer facing teams (Sales & CS) Market Surveys 3rd party research
  9. 9. 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
  10. 10. 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
  11. 11. Setting Your Team Up For Success
  12. 12. There is so much content to create One sheets Sales decks Case studies Blog posts eBooks White Papers Social Media posts Articles Webinars Demos Newsletters Emails Infographics
  13. 13. Content Marketing Roles
  14. 14. You’re Gonna Need One Of These…
  15. 15. Writing Content Is More Than Just Writing Planning Writing EditingPublishing Promoting
  16. 16. Leverage Tools and Services
  17. 17. Efficiency of External Writing Teams 20% 80% Editorial Calendar Submit Guidelines 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
  18. 18. Small Team, Big Content Team • Content Manager Volume • 30+ pieces of content published per month Content • Blog Posts • Guest Posts • White Papers • Slideshares • Webinars Content Creation Scripted Writers In-House 20% 80%
  19. 19. Quantity or Quality…It Takes BOTH!
  20. 20. 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
  21. 21. What is Quality Original & Professional Relevant to Audience Helpful & Thought- Provoking
  22. 22. 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
  23. 23. 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
  24. 24. Publishing Frequency
  25. 25. 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
  26. 26. 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”
  27. 27. Time To Measure
  28. 28. Content Marketing Goals • Drive traffic • SEO • Brand awareness • New leads • Customer acquisition • Thought Leadership • Education
  29. 29. Reach our clearly defined audience Provide relevant & valuable info. Drive audience through the funnel
  30. 30. JD’s Five Simple Questions
  31. 31. 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)?
  32. 32. 1. Is our target audience reading it? Consumption Metrics: • Views & downloads • Time on page & scroll mapping • User profiles
  33. 33. 2. Is it helpful? • Customer feedback • Media/influencer coverage
  34. 34. 3. Are people sharing and/or discussing it? Engagement Metrics • Shares & likes • Comments & feedback
  35. 35. 4. What do people do after they read it? • Multiple views / reads per visit • Return visits / views • Conversion events
  36. 36. 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
  37. 37.