Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
SCRIPTED.COM
How To Create
Blog Posts
Your Readers
Will Want To
Share
SCRIPTED.COM
SCRIPTED.COM
Who We Are
JD Peterson, Scripted.com
SVP of Marketing
jd@scripted.com skip@inboundwriter.com
Skip Besthoff, I...
SCRIPTED.COM
InboundWriter – Know Before You Write
Our Vision
InboundWriter predicts content traffic performance
before th...
SCRIPTED.COM
According to a recent report 90 percent of B2C organizations use content marketing. Yet
only 34 percent of th...
SCRIPTED.COM
New Research - Performance is Driven by Topics
• ‘What’ you write about is as, or more, important than ‘how’
...
SCRIPTED.COM
A Typical Scenario
• A pet e-commerce company has a big investment in online
content (4 blogs, 1 to 2 posts /...
SCRIPTED.COM
Guesswork is the Status Quo
• Nothing on the surface suggests this topic won’t work
• However, we know this c...
SCRIPTED.COM
Many Factors Impact Traffic and Sharing
How competitive is your website versus the
websites publishing on the...
SCRIPTED.COM
What To Do - Let Data Guide You
• By analyzing search / social data you can remove guesswork,
generate relate...
SCRIPTED.COM
Search and Social Clearly Overlap
SCRIPTED.COM
Typical InboundWriter Case Study
• B2B Customer; ~350k pg
views / mo
• Green / Yellow outperform
Red by 4.5x ...
SCRIPTED.COM
Parting Thoughts …
• Guesswork will not yield the results you seek
• Define goals (traffic, social, engagemen...
SCRIPTED.COM
JD Peterson, Scripted.com
Chief Revenue Officer
@jd_peterson
SCRIPTED.COM
Who Is Scripted?
SCRIPTED.COM
Crow ded Playing Field
Inbound Marketing
SCRIPTED.COM
Who Are You Trying To Reach?
Inbound Marketing
SCRIPTED.COM
Don’t Create Content Just To Create Content!
Content
Creation
Your
Audience
What They
Value
Know This First:
...
SCRIPTED.COM
Start With Human Behavior
Inbound Marketing
SCRIPTED.COM
Start With Human Behavior
Inbound Marketing
“The most fundamental component to keep
in mind is that when peop...
SCRIPTED.COM
The Decision To Share
Inbound MarketingShould I?
How will this
reflect on me?
Does it make
me look good?
SCRIPTED.COM
What Makes Someone Share?
Inbound Marketing
• Positive articles are more likely to be shared
• People like to...
SCRIPTED.COM
What Makes Someone Share?
Inbound Marketing
SCRIPTED.COM
Be Wary Of The Myths
Inbound Marketing
SCRIPTED.COM
CONTENT MYTH #1:
WRITTEN CONTENT IS DEAD! IT’S ALL ABOUT THE VISUALS
Content Myth #1
SCRIPTED.COM
But Visuals Are Important!
SCRIPTED.COM
CONTENT MYTH #2:
THE HEADLINE IS THE ONLY COPY THAT MATTERS
Content Myth #2
• 8 out of 10 people will read yo...
SCRIPTED.COM
CONTENT MYTH #3:
PEOPLE ONLY WANT SHORT “SOUND BYTE” STYLE POSTS
Content Myth #3
• Cat pictures and short lis...
SCRIPTED.COM
Team
• Content Manager
Volume
• 30+ pieces of content
published per month
Content Creation
Scripted Writers
I...
SCRIPTED.COM
Scripted Case Study
• Speaks directly to an area of
concern for our target audience
• One of our longer posts...
Q & A
THANK YOU!
Upcoming SlideShare
Loading in …5
×

How To Create Blog Posts Your Readers Will Want To Share

2,655 views

Published on

On January 21, Scripted's Chief Revenue Officer — J.D. Peterson — and InboundWriter's CEO, Skip Besthoff, teamed up to talk about how marketers can make their articles more shareable. From discussing idea generation to debunking common content myths, the two provided actionable ways marketers can get their content ready for their readers to share today.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

How To Create Blog Posts Your Readers Will Want To Share

  1. 1. SCRIPTED.COM How To Create Blog Posts Your Readers Will Want To Share SCRIPTED.COM
  2. 2. SCRIPTED.COM Who We Are JD Peterson, Scripted.com SVP of Marketing jd@scripted.com skip@inboundwriter.com Skip Besthoff, InboundWriter CEO
  3. 3. SCRIPTED.COM InboundWriter – Know Before You Write Our Vision InboundWriter predicts content traffic performance before the content is written, based on the topic and target website Our Software To simplify creating content that engages target audiences and drives superior performance Industry Recognition Our Customers • Content Marketers: enterprises & digital agencies • Launched in Sept ’14; approaching 50 accounts • Commonalities: content and performance
  4. 4. SCRIPTED.COM According to a recent report 90 percent of B2C organizations use content marketing. Yet only 34 percent of these B2C marketers consider themselves effective. A 66 percent failure rate might work in baseball batting averages, but boardrooms won't tolerate this level of performance for very long. Cold, Hard Reality - Most Content Doesn’t Work
  5. 5. SCRIPTED.COM New Research - Performance is Driven by Topics • ‘What’ you write about is as, or more, important than ‘how’ you write it
  6. 6. SCRIPTED.COM A Typical Scenario • A pet e-commerce company has a big investment in online content (4 blogs, 1 to 2 posts / week in each) • The company has explicit content marketing goals, mostly focused on traffic (search, social, referral), engagement and conversion • It knows most content doesn’t work and is looking to improve these metrics • As an example, they wanted to write about: “How Pets Keep Us Healthy”
  7. 7. SCRIPTED.COM Guesswork is the Status Quo • Nothing on the surface suggests this topic won’t work • However, we know this content would not drive traffic or hit the target audience (thus engage / convert as expected) – People don’t search for ‘how pets keep us healthy’ – The term that will drive the most traffic to this content is ‘healthy pets’; not aligned with the topic • Bottom line: very low probability of success in terms of both traffic and engagement
  8. 8. SCRIPTED.COM Many Factors Impact Traffic and Sharing How competitive is your website versus the websites publishing on the same topic Competition Does the topic overlap with content already on the target website Uniqueness Is your topic tapping into a large online audienceAudience Size Which terms will drive traffic to that content, and what is the relevancy of those terms to the topic Terms / Relevancy Is your website known for the type of content (text, news, video, etc.) that the target audience seeks Match to Content Types
  9. 9. SCRIPTED.COM What To Do - Let Data Guide You • By analyzing search / social data you can remove guesswork, generate related topic ideas and hit your objectives
  10. 10. SCRIPTED.COM Search and Social Clearly Overlap
  11. 11. SCRIPTED.COM Typical InboundWriter Case Study • B2B Customer; ~350k pg views / mo • Green / Yellow outperform Red by 4.5x (organic), 3.5x (pg views) • Green content – top 10 pages on the site • G / Y vs control group •3.2x in organic •2.6x in pg views
  12. 12. SCRIPTED.COM Parting Thoughts … • Guesswork will not yield the results you seek • Define goals (traffic, social, engagement, etc.) and create a content strategy based off them • “Measure twice, cut once” (i.e. research is very important) • Measure -> Analyze -> Refine • Give yourself some time – content marketing has a significant ROI but needs 3 to 6 months to kick in (if you’re doing it right)
  13. 13. SCRIPTED.COM JD Peterson, Scripted.com Chief Revenue Officer @jd_peterson
  14. 14. SCRIPTED.COM Who Is Scripted?
  15. 15. SCRIPTED.COM Crow ded Playing Field Inbound Marketing
  16. 16. SCRIPTED.COM Who Are You Trying To Reach? Inbound Marketing
  17. 17. SCRIPTED.COM Don’t Create Content Just To Create Content! Content Creation Your Audience What They Value Know This First: Know Your Audience
  18. 18. SCRIPTED.COM Start With Human Behavior Inbound Marketing
  19. 19. SCRIPTED.COM Start With Human Behavior Inbound Marketing “The most fundamental component to keep in mind is that when people share content, they are getting some sort of reward for it” http://www.searchenginejournal.com/20-ways-make-content-shareable/114975/
  20. 20. SCRIPTED.COM The Decision To Share Inbound MarketingShould I? How will this reflect on me? Does it make me look good?
  21. 21. SCRIPTED.COM What Makes Someone Share? Inbound Marketing • Positive articles are more likely to be shared • People like to share articles that inspire a sense of “awe” • Sharing content is used as a way to establish emotional connections with others • People share content on topics that define who they are and supports their beliefs • People are more likely to share articles they perceive as being from a trustworthy source
  22. 22. SCRIPTED.COM What Makes Someone Share? Inbound Marketing
  23. 23. SCRIPTED.COM Be Wary Of The Myths Inbound Marketing
  24. 24. SCRIPTED.COM CONTENT MYTH #1: WRITTEN CONTENT IS DEAD! IT’S ALL ABOUT THE VISUALS Content Myth #1
  25. 25. SCRIPTED.COM But Visuals Are Important!
  26. 26. SCRIPTED.COM CONTENT MYTH #2: THE HEADLINE IS THE ONLY COPY THAT MATTERS Content Myth #2 • 8 out of 10 people will read your headline • But only 2 out of 10 will read the rest
  27. 27. SCRIPTED.COM CONTENT MYTH #3: PEOPLE ONLY WANT SHORT “SOUND BYTE” STYLE POSTS Content Myth #3 • Cat pictures and short lists do well but everyone is doing them! • Stand out from the crowd by going where there is less competition • 16X more content created in 2014 with <1000 words • People like sharing, intellectually stimulating long-form content
  28. 28. SCRIPTED.COM Team • Content Manager Volume • 30+ pieces of content published per month Content Creation Scripted Writers In-House 20% 80% Content Myth #4 CONTENT MYTH #4: IT TAKES A BIG TEAM TO CREATE THIS STUFF!
  29. 29. SCRIPTED.COM Scripted Case Study • Speaks directly to an area of concern for our target audience • One of our longer posts; more details than a standard list • Straight-forward headline • Use of images • Trust builders: • Byline with pic • Clear branding • Mention competition
  30. 30. Q & A
  31. 31. THANK YOU!

×