How to Create Quality Content & Measure Its Success
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For many content marketers, the return on investment (ROI) from blog content isn’t as obvious as a click-to-conversion, but its success can be measured in other ways. On June 19, Sunil Rajaraman (CEO, Scripted) and Edward Kim (CEO, Simple Reach) discussed the following with actionable take-home learnings: • How to scale you storytelling • Defining “high-quality content” • Metrics content marketers should pay attention to • How to measure content’s success
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How to Create Quality Content & Measure Its Success
- 1. SCRIPTED.COM HOW TO CREATE QUALITY CONTENT & MEASURE ITS SUCCESS SCRIPTED.COM & SIMPLEREACH SCRIPTED.COM
- 2. SCRIPTED.COM 1.0 SPEAKERS SPEAKERS EDDIE KIM SUNIL@SCRIPTED.COM EDDIE@SIMPLEREACH.COM SUNIL RAJARAMAN
- 3. SCRIPTED.COM 1.1 STORYTELLING Why Original Storytelling Matters
- 4. SCRIPTED.COM 1.2 GOALS Brand Storytelling Goals Brand Awareness Customer Acquisition Customer Retention Engagement B2B B2C Brand Awareness Lead Generation Customer Acquisition Thought Leadership
- 5. SCRIPTED.COM 1.3 DEFINE SUCCESS How Do You Define Success? Web Traffic Social Media Sharing Time Spent on Website Direct Sales Qualitative Feedback from Customers SEO Ranking B2B B2C Web Traffic Sales Lead Quality Social Media Sharing Sales Lead Quantity SEO Ranking Time Spent on Site
- 6. SCRIPTED.COM 1.4 SUCCESS Success for Scripted’s Content EngagementQualified Leads
- 7. SCRIPTED.COM 2.0 SCALING SCRIPTED Scaling Content With Scripted
- 8. SCRIPTED.COM 2.1 SCRIPTED SCALING Small Team, Big Content Team • Content Manager Volume • 50+ pieces of content published per month Content • Blog Posts • Guest Posts • White Papers • Slideshares • Webinars Content Creation Scripted Writers In-House 20% 80%
- 9. SCRIPTED.COM 2.2 SCRIPTED SCALING Efficiency of External Writing Teams Editorial Calendar Submit Guidelines Content Written Review Content Publish/Promote Measure Plan content 4 weeks in advance 30+ pieces of content written in 5 to 10 days 3 to 5 days of review and editing Promote across relevant channels immediately Measure and optimize
- 10. SCRIPTED.COM 2.3 SCRIPTED SCALING What Type Of Content Is Easiest To Scale? Thought- leadership Long-form content Newsworthy/trend content Evergreen content
- 11. SCRIPTED.COM 3.0 SCALING IDEAS Scaling Idea Generation
- 12. SCRIPTED.COM 3.1 IDEA GENERATION Your Brand Don’t Create Content Just To Create Content Content Creation Timing Your Audience Know This First:
- 14. SCRIPTED.COM 3.3 EMPLOYEE ACTIVATION Employee Activation “Your greatest stories may not come from marketing.” Written by a Scripted Engineer 15,000+ views
- 15. SCRIPTED.COM 4.0 SCALING SYNDICATION Scaling Syndication
- 16. SCRIPTED.COM 4.1 SCALING SYNDICATION Syndication Is Key To Growth Brand Website Brand Social Media Sponsored Social Media Syndication
- 17. SCRIPTED.COM 5.0 GUEST POSTS Scaling Guest Posts
- 18. SCRIPTED.COM 5.1 GUESTS POSTS Have Exclusive Content Ready
- 20. SCRIPTED.COM 7.0 ENGAGEMENT Engaged time isn’t correlated with social sharing
- 22. SCRIPTED.COM 7.2 ENGAGEMENT Average Engaged Time per Pageview
- 23. SCRIPTED.COM 7.3 ENGAGEMENT To fully optimize social, you must identify content with the greatest potential to trend ARTICLES REFERRALS 10% 90% THE TOP 10% OF CONTENT DRIVES 90% OF TOTAL SOCIAL TRAFFIC
- 24. SCRIPTED.COM 8.0 CONTENT DISCOVERY How do you discover your top 10%
- 25. SCRIPTED.COM 8.0 CONTENT DISCOVERY Identify opportunities on the right network at the right time for greatest efficiencies
- 26. SCRIPTED.COM 8.1 CONTENT DISCOVERY Investing in trending content extends its shelf life, increases earned media, and lowers overall eCPC
- 27. SCRIPTED.COM 8.2 CONTENT DISCOVERY Intelligent amplification promotes social sharing, so you can reach your audience at scale Organic Traffic Paid Traffic
- 28. SCRIPTED.COM 8.3 CONTENT DISCOVERY Target content to the right audience, in the right channel, at the right time
- 29. SCRIPTED.COM 9.0 AUDIENCE Develop an audience by telling a narrative
- 30. SCRIPTED.COM 9.1 AUDIENCE The full stack for content
- 31. SCRIPTED.COM 10.0 SPEAKERS SPEAKERS EDDIE KIM SUNIL@SCRIPTED.COM EDDIE@SIMPLEREACH.COM SUNIL RAJARAMAN
Editor's Notes
- The reach of your brand’s website and social media followers are limited. Although you may be getting organic traffic and shares with your content, in order to scale your reach you must invest in syndication. There are organic syndication partners where you share your RSS feed with the publication and if you’re approved you’re content will be distributed to their audience. We started with Business2Community, Social Media Today, HuffPo, Multibriefs, Medium – and looking to be featured more in publication. There is also paid syndication that allows your content to get guaranteed reach and leads in your target audience. Companies such as eMedia, eMarketer, and the AMA all offer these services.
- Also think of scale in terms of guest posts. Talk here about having several pre-written guest posts that are brand-relevant. Not all publications are going to accept your guest posts, but you should have them in your back pocket and be willing/ready to reach out to dozens of relevant outlets to get distribution
- Not all publications are going to accept your guest posts, but you should have them in your back pocket and be willing/ready to reach out to dozens of relevant outlets to get distribution. Technorati story. Publishers want exclusive content.