It’s getting more difficult for brands to share their stories with their audiences. Brands have been sharing their stories for centuries, but the number of platforms to share content across is vastly greater than just radio and television. On May 8th, Scripted’s CEO, Sunil Rajaraman, and Percolate’s VP of Business Development, Shik Sundar, discussed how modern marketers are addressing these challenges and the most effective ways to scale your storytelling.

1. SCRIPTED.COM
HOW TO SCALE
YOUR
STORYTELLING
SCRIPTED.COM

2. SCRIPTED.COM
1.0 STORYTELLING
Why Original Storytelling
Matters

3. SCRIPTED.COM
1.1 GOALS
Brand Storytelling Goals
Brand Awareness
Customer Acquisition
Customer Retention
Engagement
B2B B2C
Brand Awareness
Lead Generation
Customer Acquisition
Thought Leadership

4. SCRIPTED.COM
1.2 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

5. SCRIPTED.COM
1.3 SUCCESS
Success for Scripted’s Content
EngagementQualified Leads

6. SCRIPTED.COM
2.0 SCALING SCRIPTED
Scaling Content With
Scripted

7. 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%

8. 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

9. SCRIPTED.COM
2.3 SCRIPTED SCALING
What Type Of Content Is Easiest To Scale?
Thought-
leadership
Long-form
content
Newsworthy/trend content
Evergreen content

10. SCRIPTED.COM
3.0 SCALING IDEAS
Scaling Idea Generation

11. SCRIPTED.COM
3.1 IDEA GENERATION
Your
Brand
Don’t Create Content Just To Create Content
Content
Creation
Timing
Your
Audience
Know This First:

12. SCRIPTED.COM
3.2 IDEA GENERATION
Content
Manager
Industry
Writers
Social
Media
Employees
Monthly
Themes
Customer
Stories
FAQ
Industry
News
Competitor
s
GA
Keyword
Tool
Editorial
Calendar

13. SCRIPTED.COM
3.3 EMPLOYEE
ACTIVATION
Employee
Activation
“Your greatest stories may not come from marketing.”
Written by a Scripted Engineer
15,000+ views

14. SCRIPTED.COM
4.0 SCALING GONE WRONG
How Scaling Can Go
Wrong

15. SCRIPTED.COM
4.1 SCALING GONE
WRONG
Create Original Content With Organic Links

16. SCRIPTED.COM
5.0 SCALING SYNDICATION
Scaling Syndication

17. SCRIPTED.COM
5.1 SCALING SYNDICATION
Syndication Is Key To Growth
Brand
Website
Brand
Social Media
Sponsored
Social
Media
Syndication

18. SCRIPTED.COM
6.0 GUEST POSTS
Scaling Guest Posts

19. SCRIPTED.COM
6.1 GUESTS POSTS
Have Exclusive Content Ready

20. SCRIPTED.COM
7.0 CONTENT TEAM
Scaling Your Content Team

21. SCRIPTED.COM
7.1 CONTENT TEAM
Current State of Content Teams
44%
of B2B marketers say they
have a documented content
marketing strategy
73%
of B2B organizations have
someone in place to oversee
content marketing strategy.

22. SCRIPTED.COM
7.2 CONTENT TEAM
Strategy, Writing, and Editing Are Different
Planning
Writing
EditingPublishing
Promoting Content strategists needs
to focus on core audience
and maintain editorial
calendar.

23. SCRIPTED.COM
8.0 MESSAGING
Scaling Your Message

24. SCRIPTED.COM
8.1 MESSAGING
How To Scale An Integrated Message
YOUR BRAND
LATE STAGEMID STAGEEARLY STAGE

25. SCRIPTED.COM
8.2 MESSAGING
Brand Style Guide