[WEBINAR] The Tools You Need to Be a Better Content Marketer
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Transcript of [WEBINAR] The Tools You Need to Be a Better Content Marketer
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THE TOOLS YOU NEED TO BE A BETTER CONTENT MARKETER
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Director of Content & Social Media
Influence & Co.
Tweet: @MayaSLuke
#ContentTools16
Tasia Potasinski
Content Marketing Manager at Scripted, Inc.
Tweet: @tasiapotasinski
YOUR HOSTS
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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.
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The ProblemBig content goals, small team
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CHALLENGE FOR MARKETERS#1
“CREATING ENGAGING CONTENT”
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The Solution?Become an efficient content marketer
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+ =
TRUST TOP-OF-MINDMARKETING
OPPORTUNITY
Succeeding in Content Marketing
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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
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External Content
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Create Mini Campaigns
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The Key to Streamlining and Improving Content Creation
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Creating Effective Content
It Starts With You — Share Your Knowledge
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PROCESS = SAVING TIME
CONTENT STRATEGY
KNOWLEDGE EXTRACTION
CONTENT CREATION
PUBLICATION & DISTRIBUTION
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• 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
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THE DIFFERENTIATING FACTOR
PASSION/CUSTOMER
PAIN POINTS
KNOWLEDGE/SKILL
DIFFERENTIATING FACTOR
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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.
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Tools for Saving Time + Money While Scaling Content Creation
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A WELL-ROUNDED CONTENT TEAM
CONTENT STRATEGIST
SUBJECT MATTER EXPERTS
CONSUMABLE EDITOR
DISTRIBUTION SPECIALIST
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What editors of the top publications had to say:
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92% of editors prefer contributed content from industry experts and
leaders over journalists.
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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
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I’M HERE TO HELPTo 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 [email protected].
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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
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[Insert survey on ready talk]
• How much content do you produce per month?
• 0-1
• 2-5
• 6-11
• 12+
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To Brainstorm
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To Write
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To Edit
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To Distribute
• Webinars
• Twitter chats
• Videos
• SlideShare
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To Spice Up Your Content
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To Publish
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To Track Data/Analyze
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One more survey question!
• What is the biggest barrier to creating content?
• Budget
• Team size/capacity
• Finding the right expertise
• Topic ideation
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Writing high-quality content consistently is hard…
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But you don’t have to do it all yourself.
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Tools for Saving Time + Money
Once Your Content Is Created
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» 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
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