S C R I P T E D . C O M

S I L LY C O N T E N T M A R K E T I N G M I S TA K E S Y O U C A N P R O B A B LY AV O I D

R y a n B u c k l e y

C o f o u n d e r, e t c .

r y a n @ s c r i p t e d . c o m

S C R I P T E D . C O M

S C R I P T E D . C O M

A G E N D A

 In  order:  

1.  No  capture  or  CTA  2.  Bad  SEO  

3.  Outsourcing  too  early  4.  Paying  for  distribuCon  too  early  

5.  Outsourcing  too  cheaply  

S C R I P T E D . C O M

N O C TA

•  NewsleGer  signup  

•  Gated  content  

•  Popup  box  

 Grow  your  (opt-­‐in)  email  list  

S C R I P T E D . C O M

N O C TA

•  NewsleGer  signup  

S C R I P T E D . C O M

N O C TA

•  Gated  content  

S C R I P T E D . C O M

N O C TA

•  Popup  box  

S C R I P T E D . C O M

•  Title  tags,  meta  tags,  etc:  read  some  SEO  blog  posts  •  Good  URLs  

 No  leaky  buckets  

B A D S E O

S C R I P T E D . C O M

•  Title  tags,  meta  tags,  H1  tags,  etc:  read  some  SEO  blog  posts  

B A D S E O

S C R I P T E D . C O M

•  Good  URLs  

B A D S E O

S C R I P T E D . C O M

K N O W Y O U R A U D I E N C E

•  Write  the  first  month  or  two  of  blog  posts  yourself  •  Don’t  outsource  this  •  Keep  tesCng  unCl  you  figure  it  out  

 Know  your  audience  

S C R I P T E D . C O M

K N O W Y O U R A U D I E N C E

•  Write  the  first  month  or  two  of  blog  posts  yourself  

S C R I P T E D . C O M

K N O W Y O U R A U D I E N C E

•  Don’t  outsource  this  

S C R I P T E D . C O M

K N O W Y O U R A U D I E N C E

•  Keep  tesCng  unCl  you  figure  it  out  

S C R I P T E D . C O M

T RY B E F O R E Y O U B U Y

•  Measure  your  traffic  •  Before  using  AdWords/Outbrain/Taboola  

 Try  before  you  buy  

S C R I P T E D . C O M

T RY B E F O R E Y O U B U Y

•  Measure  your  traffic  

h"p://blog.hubspot.com/insiders/does-­‐blogging-­‐work  

HubSpot’s  results  from  posCng  daily  to  their  blog  for  one  year  

S C R I P T E D . C O M

T RY B E F O R E Y O U B U Y

•  Before  using  AdWords/Outbrain/Taboola  

S C R I P T E D . C O M

D O N ’ T B E C H E A P

•  Size  maGers  •  Outsource  what  you  can’t  do  in-­‐house  

 Don’t  be  cheap  with  content  

S C R I P T E D . C O M

D O N ’ T B E C H E A P

•  Size  maGers  

S C R I P T E D . C O M

D O N ’ T B E C H E A P

•  Outsource  what  you  can’t  do  in-­‐house  

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