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Boost Your Content Marketing Efforts
Your Host
J.D. Peterson, Chief Revenue OfficerScripted
@jd_peterson
We provide original written content for thousands of companies through our curated community of
high quality freelance writers & editors
Content creation made easy
The State of Content Marketing Today
Building Buyer PersonasBackground: Age, gender, job title, role, 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?
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?
Know Their Pain!Key Problems:
• What keeps them up at night?• What will get them promoted or prevents them
from succeeding in their job?• What would make their life/job easier?• Where or how have they struggled with other
products or services?• What are their goals and what challenges do
they face in order to crush them?
Building Buyer Personas
Title: Account Manager/Executive, Client Manager, Project Manager, Tech SpecialistAgency Size: 5 - 100Scene: Owner of client/project. Needs to deliver content to client as part of larger project. Making his client happy is job #1. May have writing resources available but needs to supplement.
Persona: Account Manager Andy
Key Problems:1. I need to provide my client with niche content that I don’t have
a writing resource for2. I’ve struggled with freelancing to find the right level of quality3. I don’t have time to find and manage writers
Get Info On Your Audience
Customer interviews
Interview your customer facing teams (Sales & CS)
Market Surveys
3rd party research
Putting Your Personas To Work!
• Create content that solves their problems & speaks to their pain
• Create multiple, “persona-ized” versions of core pieces
• Publish and distribute to the places they frequent
LATE STAGE
MID STAGE
EARLY STAGE Persona 1
Persona 2
Persona 3
Persona 4
Persona 1
Persona 2
Persona 3
Persona 4
Persona 1
Persona 2
Persona 3
Persona 4
Setting Your Team Up For Success
There is so much content to createOne sheetsSales decksCase studiesBlog postseBooksWhite PapersSocial Media postsArticlesWebinarsDemosNewslettersEmailsInfographics
Content Marketing Roles
You’re Gonna Need One Of These…
Writing Content Is More Than Just Writing
Planning
Writing
EditingPublishing
Promoting
Leverage Tools and Services
Efficiency of External Writing Teams
20%
80%
Editorial Calendar
Submit Guideline
s
Content Written
Review Content
Publish/Promote
Measure
Measure and optimize
Plan content 4 weeks in advance
30+ pieces of content written in 5 to 10 days
3 – 5 days of review and editing
Promote across relevant channels
Small Team, Big ContentTeam• Content Manager
Volume• 30+ pieces of content
published per month
Content• Blog Posts• Guest Posts• White Papers• Slideshares• Webinars
Content Creation
Scripted Writers
In-House20%
80%
Quantity or Quality…It Takes BOTH!
Quality Comes First
• Don’t produce garbage!• Would you be comfortable sharing it?
• Test it -> internally & externally
• Ensure it is on brand, on message, and in your voice
What is Quality
Original & Professional
Relevant to Audience
Helpful & Thought-Provoking
Quality Matters• Represents your brand. Builds
trust & authority• Google cares!• High-quality content has a
longer shelf life• High-quality pieces are easier
to re-purpose
But Quantity Matters Too!• Quantity & quality are not at odds
with each other• Building readership requires a
consistent, ongoing volume of content (think newspapers)
• The more you produce, the more knowledge you will have about your audience and what resonates with them
Publishing Frequency
Late Stage Content:- Create company specific content to help buyers evaluate your
solution- Pricing comparison- Demos- Case studies- Reviews
Mid Stage Content:- Focus around buyers who are looking for your solution
- Buying guides- Definitive guides- Analyst reports- White Papers
Early Stage Content:- Build brand awareness, become a thought leader in the industry
- Blog posts- eBooks- Lists- Infographics- Webinars
LATE STAGEMID STAGEEARLY STAGE
How to create content to boost your marketing.
How the smartest marketers
outsourcing content creation.
How Scripted’s content increased
42Floors’ traffic by 148%
“content marketing” “outsource content” “Scripted’s content”
Time To Measure
Content Marketing Goals
• Drive traffic• SEO• Brand awareness• New leads• Customer acquisition• Thought Leadership• Education
Reach our clearly defined audience
Provide relevant & valuable info.
Drive audience through the funnel
JD’s Five Simple Questions
1. Is our target audience reading it?2. Is it helpful?3. Are people sharing and/or discussing
it?4. What do people do after they read it?5. Which content is resonating most with
our buyers (or other conversion types)?
1. Is our target audience reading it?
Consumption Metrics:• Views & downloads• Time on page & scroll mapping
• User profiles
2. Is it helpful?
• Customer feedback• Media/influencer coverage
3. Are people sharing and/or discussing it?
Engagement Metrics• Shares & likes• Comments & feedback
4. What do people do after they read it?
• Multiple views / reads per visit• Return visits / views• Conversion events
5. Which content is being consumed by our buyers?
• Content Scoring! -> analyze which pieces of content show up most frequently with MQL’s or Wins
https://dashboard.scripted.com/quizzes/planner