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Influence and-co.clearvoice-webinar.final

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Creating consistent content for your company that communicates real thought leadership is quite the undertaking.

With busy schedules and internal teams already dedicated to their own initiatives, securing an outsourced team to tackle content can be an effective solution — but how do you preserve your voice and unique expertise with an outside team?

Published in: Marketing
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Influence and-co.clearvoice-webinar.final

  1. 1. HOW TO OUTSOURCE CONTENT CREATION WITHOUT SACRIFICING YOUR BRAND VOICE
  2. 2. Brittni is a VP at Influence & Co. and loves discussing how content marketing can help any marketing strategy achieve its full potential. She likes her coffee black and her whiskey straight; she also enjoys traveling.  Brittni Kinney VP influenceandco.com Tweet: @bkblackandgold Influence & Co. is a content marketing agency that combines a talented team of content marketing experts with more than 1,000 online publication relationships and innovative software to help companies strategize, create, and publish content that meets their goals. ABOUT US
  3. 3. CONTENT MARKETING IS AN UNDERTAKING
  4. 4. • The value of an external content creation team • How your marketing team and outsourced content team can work in harmony • How to extract knowledge from your subject matter expert and maintain brand voice • A list of key players and existing resources to identify • How your sales process contributes • The importance of sharing analytics WHY WE’RE HERE
  5. 5. THE VALUE OF AN EXTERNAL CONTENT CREATION TEAM
  6. 6. HESITATIONS Cost Time Understanding the basics Collaboration Duplicating efforts
  7. 7. HOW TO WORK IN HARMONY
  8. 8. Lead generation Sales enablement Brand awareness Audience engagement Click-through conversions Sales cycle Contract size Sales Social metrics Article views Comments Social metrics CTR ESTABLISH YOUR GOALS
  9. 9. CMI has found that companies “with a documented content marketing strategy” are: • Far more likely to consider themselves effective at content marketing. • Far less challenged with every aspect of content marketing. • Generally more likely to consider themselves more effective with every tactic and social media channel. • Able to justify a higher percentage of the marketing budget to be spent on content marketing. MAP OUT YOUR CURRENT CONTENT STRATEGY
  10. 10. • An analysis of how consumers are interacting with your content assets • Key audience personas • An editorial calendar and set of content guidelines • Blog content • Guest-contributed content • Whitepapers/gated content • KPIs and budget MAP OUT YOUR CURRENT CONTENT STRATEGY
  11. 11. KNOWLEDGE EXTRACTION FROM YOUR SUBJECT MATTER EXPERT
  12. 12. SUBJECT MATTER EXPERTS Content is about connecting with people on a human level. Companies don’t have ideas — people do. WHO THEY ARE AND HOW TO LEVERAGE THEIR KNOWLEDGE Your thought leader
  13. 13. • Hold regular knowledge sessions. • Put together questions that focus on pulling key insights. • Focus on the unique stories and lessons your subject matter expert has learned to make your content unique, insightful, and engaging. HOW TO EXTRACT KNOWLEDGE TO MAINTAIN BRAND VOICE
  14. 14. Editor Content Strategist Social Media Manager KEY PLAYERS AND RESOURCES Publication Relationship Manager Project Manager
  15. 15. Tailor content to the stage in the buyer’s journey 1. Top of the funnel • Educational, answer questions 2. Middle of the funnel • More tactical, start showing them solutions to their problems 3. Bottom of the funnel • Start being more promotional, show why you are the best solution to their need HOW YOUR SALES PROCESS CONTRIBUTES
  16. 16. SHARING (ANALYTICS) IS CARING
  17. 17. THE POWER OF TRUST
  18. 18. • Set up a free consultation to talk more about your content marketing strategy. As a bonus, if you sign on to be a client, we are offering $500 off your first month. • Download our interactive content strategy checklist and get started on your content strategy. • Use an editorial calendar template to make planning your content easier. RESOURCES Visit: offers.influenceandco.com/clearvoice for more info
  19. 19. QUESTIONS?
  20. 20. “Make great content again and again with our easy-to-use, collaborative platform and integrated talent network.”

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