In order to succeed in content marketing, you have to give your audience an unforgettable experience. Watch Scripted's webinar with Uberflip to find out how!

2. Who We Are
Eric MacColl
Marketing Director
Nicole Karlis
Content Manager
Hana Abaza
VP of Marketing

3. @GetScripted @Uberflip
#ContentExperience
Tweet With Us!

4. Before you can create an
amazing content experience,
you need to know your
audience.

5. Dinner Party…

6. You need to know what your guests like so they
don’t leave unsatisfied …
The same applies to content marketing

7. In order to find an audience, you
have to first understand them,
learn who they are, what their days
are like, and spend some time in
their shoes.
— Andy Smith, Author of ‘The
Dragonfly Effect’

8. Develop Content & Buyer Personas
Buyers
Segment by Demographics
Cater to Needs and Buyer Stage
Personas Based on Behavior

9. Building Buyer Personas
Background: Age, gender, job title, income.
Information Sources: Where do they get their content? Which formats
do they prefer?
Objections: Where might they object to your product if put through the
sales process?
Pain Points: What are the customer’s frustrations with products and
services in your industries?
Free Time: What are their hobbies, favorite movies and TV shows?
Educational background: What’s their highest level of schooling? What
did they study?
Purchasing Decision Making: How do they rank their preferences
when they’re evaluating a potential purchase? Price? Quality?
Durability?

10. Buyer Personas by Stages

11. Get Info On Your Audience
Who Is Using Your Service (Customers)
Who Is Reading Your Blog (Subscribers)
Who Follows Your Company (LinkedIn & Facebook Fans)
Who Downloads Your Content (Leads From Gated Content)

12. We’ve Found Titles As The Most Important Signal
• Know who’s
interested in your
product
• Know which content
they’re consuming
the most
• Target others like
them

13. Continue to refine who your
target audience is.

14. “People who are trying to hire writers”
“Marketers and Business Owners Who Need Written Content”
“Content Marketers and Business Owners Who Need Help
With Content Marketing and Content Creation”
By specific industries:
Content Marketers, Digital Marketers, Agencies, Business
Owners, and Social Media Marketers Who Need Help With
Content Marketing and Content Creation
2012
2015

15. Develop Content Around These Personas

16. How Did We Evolve Our Content and Audience?
1.Google Analytics
2.Buzzsumo
3.LinkedIn

17. Google Analytics
What industries are people most interested in seeing content for?

18. Google Analytics

19. Google Analytics
What are people searching for on
your site?
What content can you create that
your audience is having a hard
time getting to?

20. Google Analytics
What are your most
visited blog posts?
How did people find
them?

21. Buzzumo

22. LinkedIn
What content
resonates with your
target audience?

23. LinkedIn
Promote the same content to three
different audiences to see what
resonates best.

24. Transition Slide

28. PUBLISH.

29. PUBLISH.
ALL OF THE
TIME.

30. GET LINKS.

31. GET LINKS.
FROM ALL THE
PLACES.

32. There are over
152,000,000 (!)
blogs on the
Internet
Source: WPVirtuose

33. 56,520 free
eBooks were
published
last year
Source: BuzzSumo Search

34. Guides
White Papers
Webinars
Etc. etc. etc…

35. People (and Google) Said “Stop It”

36. We Need Better Content, Not More Content

37. “Great content is useful, inspired
and pathologically empathetic to the
needs of the people you’re
trying to reach .”
Ann Handley, CCO at Marketing Profs
& Author of Everybody Writes
We Need Better Content, Not More Content

38. ( Marketing Existentialism)
If content is published and nobody
shares it, does it exist?

39. “Content is king, but distribution is queen and she wears the pants.”
Jonathan Perelman, Vice President at Buzzfeed

40. You’re smart. You know this.

41. You’re smart. You know this.
You make ridiculously good content.

42. You’re smart. You know this.
You make ridiculously good content.
Your content is EVERYWHERE.

43. You’re smart. You know this.
You make ridiculously good content.
Your content is EVERYWHERE.
People are clicking!

44. And then you
send them to
your backyard.
#fail

45. Lost subscribers
Lost leads
Lost customers
Lost revenue
Wave Goodbye

46. HIGH CONVERTING
KEY ELEMENTS OF A
CONTENT EXPERIENCE

47. Scanable
Actionable
Shareable
Scalable
You-oriented
SASSY

48. SCANABLE
Easy To Read
Well Formatted
Instant value

49. Easy to
read (font /
size)

50. Subheads
Paragraphs
aren’t too
long

51. ACTIONABLE
Create an Engagement Path
Include Calls-to-Action

52.  Learn from Ikea!
 Where should people go next?
 Recommend Content
 Encourage Comments
 Include Call-to-actions
CREATE AN
ENGAGEMENT PATH

53. Calls-to-Action
Clarity
Context
Targeting

54. CLARITY
Is the action and
value obvious?

55. CONTEXT

56. …is everything.

57. 

58. 

59. TARGETING

60.  Generic

61.  Targeted

62. SHARABLE
Is it worth sharing?
Is it easy to share your content?
Are you asking them to share it?

63. Does your content experience scale to any screen size?
SCALABLE

64. No? Feel the
wrath of Google
and sacrifice
conversion rates.

65. Is there value for the individual?
Is it personalized?
Can they find what they want?
Is the experience tailored?
YOU-ORIENTED

66. Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Topic By Type By Vertical
By
Persona
Easy for your audience and
your team to find.

67. KEY TAKEAWAYS
You must know your audience before creating an experience
Scanable, Actionable, Shareable, Scalable, You-Oriented
Clear, Contextual, Targeted CTAs
Organize and Tailor the Content Experience
Optimize (and test) the User Experience

68. Q&A
THANK YOU!