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.

The Tools You Need to Be A Better Content Marketer

Do you have big content goals, but only a small team? No problem. With a better understanding of how to create engaging content and the keys to streamlining the process, your team can start building an effective content machine in no time.

  • Be the first to comment

  • Be the first to like this

The Tools You Need to Be A Better Content Marketer

  1. 1. THE TOOLS YOU NEED TO BE A BETTER CONTENT MARKETER
  2. 2. Director of Content & Social Media Influence & Co. Tweet: @MayaSLuke #ContentTools16 Tasia Potasinski Content Marketing Manager Scripted, Inc. Tweet: @tasiapotasinski YOUR HOSTS
  3. 3. Ryan Buckley, Co-Founder and Head of Partnerships at Scripted, a content creation platform that connects companies to the best writers in their industry. 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.
  4. 4. The Problem Big content goals, small team
  5. 5. CHALLENGE FOR MARKETERS#1“CREATING ENGAGING CONTENT”
  6. 6. The Solution? Become an efficient content marketer
  7. 7. + = TRUST TOP-OF-MIND MARKETING OPPORTUNITY Succeeding in Content Marketing
  8. 8. Top of the Funnel Awareness Content Marketing Funnel 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 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 Bottom of the Funnel Decision
  9. 9. Create Mini Campaigns
  10. 10. The Key to Streamlining and Improving Content Creation
  11. 11. Creating Effective Content It Starts With You — Share Your Knowledge
  12. 12. PROCESS = SAVING TIME CONTENT STRATEGY KNOWLEDGE EXTRACTION CONTENT CREATION PUBLICATION & DISTRIBUTION
  13. 13. • Value Proposition • Competitive Analysis • Brand Voice • Personas • Pain Points (i.e. topics) • Mediums of Distribution (Hint: work backwards) • Goals/Metrics Elements of a Document Content Strategy
  14. 14. THE DIFFERENTIATING FACTOR PASSION/CUSTO MER PAIN POINTS KNOWLEDGE/SKI LL DIFFERENTIATIN G FACTOR
  15. 15. 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.
  16. 16. Tools for Saving Time + Money While Scaling Content Creation
  17. 17. A WELL-ROUNDED CONTENT TEAM CONTENT STRATEGIST SUBJECT MATTER EXPERTS CONSUMABLE EDITOR DISTRIBUTION SPECIALIST
  18. 18. What editors of the top publications had to say:
  19. 19. 92% of editors prefer contributed content from industry experts and leaders over journalists.
  20. 20. 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
  21. 21. I’M HERE TO HELP To download the resources I mentioned, visit www.influenceandco.com/resource-library. Tweet your questions to me: @theMattKamp. Connect with me on LinkedIn. Email me at matt@InfluenceandCo.com.
  22. 22. Ryan Buckley, Co-Founder and Head of Partnerships at Scripted, a content creation platform that connects companies to the best writers in their industry. @rbucks
  23. 23. To Brainstorm
  24. 24. To Write
  25. 25. To Edit
  26. 26. To Distribute • Webinars • Twitter chats • Videos • SlideShare
  27. 27. To Spice Up Your Content
  28. 28. To Publish
  29. 29. To Track Data/Analyze
  30. 30. Writing high-quality content consistently is hard…
  31. 31. But you don’t have to do it all yourself.
  32. 32. » 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! SEO Checklist Read the full blog here: https://scripted.com/seo-content-marketing- 2/seo-checklist/
  33. 33. Thank you!

×