Embed Size (px)
Citation preview
Content Marketing Secrets from Modern Marketers
A collection of content marketing advice from experts LQ�6FULSWHGȇV�Content Influencer series.
The Current State of Content
Content marketing has become one of the most popular marketing buzzwords to
date. Whether content marketing is a fad or not is unclear, but one thing is for sure:
high quality, original content is vital to any marketing strategy.
Original content can help brands improve their credibility, raise awareness, create
trust with customers, drive traffic, and ultimately generate high-quality leads. At
Scripted, we believe at the core of any marketing strategy is relevant and quality
FRQWHQW�ZKLFK�LV�ZK\�ZHȇYH�VSHQW�WLPH�interviewing Content Influencers about
KRZ�WKH\ȇUH�XVLQJ�FRQWHQW�WR�UHDFK�WKHLU�PDUNHWLQJ�JRDOV���ΖQ�WKLV�JXLGH��ZHȇYH�
curated the most valuable secrets from this select group of marketers. Enjoy!
Captora
On thought leadership
Dayna Rothman
Director of Content
The eBook Process Ȋ:KHQ�I write eBooks I make them as easy to understand as possible ȃ headings, lists,
bullets ȃ then do multiple rounds of editing. If a subject matter expert is used, I will send the ebook to them to make sure I have the content right, then send it to design. Then once
LWȇV�GHVLJQHG��Ζ�UHYLHZ�WKH�GHVLJQ��WR�PDNH�VXUH�DOO�WKH�LPDJHV�DUH�ULJKW��WKH�GHVLJQ�PDNHV�sense and the ebook is templated properly. Lots of review is the key to success�ȋ
ȊΖ�like to create a wide funnel to attract people through thought leadership. By covering general marketing topics like content marketing, demand generation, and inbound marketing, I can help marketers be better at their job, in hope that they will trust us and eventually become a customer. It is also important to map content to your funnel so that you have content that is applicable to your customers at each step in their buying journey�ȋ
Content from Captora:
Captora Blog
Captora Content Marketing Resources
Atomic Reach
On connecting with your audience
Ira Haberman
Director of Marketing
Ȋ)RU�our audience it really is around content that speaks to them about making their content creation experience better. We do a lot of things around how to create better audience centric content. How to write to the level of sophistication of your audience? How GR�\RX�XVH�HPRWLRQ�ZKHQ�\RXȇUH�ZULWLQJ"�7KH�themes of our thought leadership position on content marketing, blogging, audience and content creation all resonate with our audience�ȋ
ΖWȇV�JUHDW�WKDW�WKHUHȇV�PRUH�FRQWHQW��DQG�LWȇV�JUHDW�WKDW�WKH�TXHVWLRQ�LV�DURXQG�LI�ZH�
have too much content, instead of ȆGR�we have enough content"ȇ�)RU�PH��LWȇV�DERXW�
honing in on the appropriate content for the audience�ȋ
³
Content from Atomic Reach:
Atomic Reach Blog
Atomic Reach Resource Hub
42 Floors
On content for lead gen ȊWe have an education center in which case we get a good chunk of our content from brokers who voluntarily ask to write articles to be in the education center. We give them exposure and linkage, and how to show their domain expertise in commercial real estate. It also helps build RXW�FRQWHQW�DURXQG�OLNH��Ȇ+RZ�GR�\RX�UHQW�office space? Should you go with a broker, should you not go with a broker?
Bernard Huang,
Growth Hacker
What defines rentable square feet footage as opposed to available square footage? How do you negotiate your lease? What things you have to look out for if you're trying to build out your space versus getting the landlord to build it out�ȇ
Content from 42 Floors:
Real Estate Education
42 Floors Blog
That content is a lot more commercial real estate specific, in which case, we've had
that around for a while. Our current plan is to expand that and make it into an e-book which we can use it as a lead-generation tactic."
LearnVest
On measuring content Ȋ:HȇUH�ORRNLQJ�LQ�PXFK�WKH�ZD\�WKDW�DQ\�SXEOLVKHU�LV��DW�WRWDO�VLWH�WUDIILF��:HȇUH�DOVR�looking at the number of new unique visits WKDW�DUH�FRPLQJ�LQ��:HȇUH�ORRNLQJ�DW�WLPH�RQ�VLWH��:HȇUH�DOVR�ORRNLQJ�DW�WKH�VRFLDO�numbers�ȋ
Carries Sloan
Editor-in-Chief
On the most valuable content for readers ȊΖWȇV�WKH�personal stories of seeing how other people are struggling with money, or KRZ�WKH\ȇUH�PDNLQJ�SURJUHVV�RQ�PRQH\��3HRSOH�ZDQW�WR�NQRZ�KRZ�RWKHU�SHRSOH�GLG�it. The other thing that I can point to is FRQWHQW�WKDW�OHWȇV�\RX�FRPSDUH�DQG�contrast��)RU�H[DPSOH��ZH�GLG�D�VWRU\��Ȇ:KDWȇV�\RXU�UHWLUHPHQW�QXPEHU"ȇ
Ȋ7KHUHȇV�VRPHWKLQJ�DERXW�VHHLQJ�WKRVH�QXPEHUV�LQ�EODFN��white; and thinking about \RXU�RZQ�DFFRXQW�EDODQFH��WKDWȇV�UHDOO\�HQJDJLQJ�IRU�SHRSOH�ȋ
Content from LearnVest:
Learnvest Life & Money Blog
Learnvest Knowledge Center
Zendesk
On the future of content
Monica Norton
Senior Director of Content Marketing
Ȋ:HȇUH�still hyper-focused on quality. We feel comfortable publishing less, as ORQJ�DV�LWȇV�KLJKHU�TXDOLW\��YDOXDEOH�content. Especially now that I feel like ZHȇYH�UHDOO\�KLW�RXU�VWULGH��:H�KDYH�D�ORW�RI�really good content, evergreen content out there already�ȋ
Ȋ:H�have an analytics team in marketing, which is really helpful, so they can help
XV�NLQG�RI�XQGHUVWDQG�KRZ�ZH�VKRXOG�EH�WKLQNLQJ�DERXW�LW��ZKDWȇV�ZRUNLQJ�ZLWKLQ�
VRFLDO��ZKDWȇV�SRSXODU�RQ�7ZLWWHU�DQG�)DFHERRN��ZKDW�SHRSOH�DUH�SDVVLQJ�DURXQG��
>:HȇUH@�QRZ�WDNLQJ�D�VWHS�EDFN�DQG�JHWWLQJ�D�GHHSHU�DQG�EHWWHU�XQGHUVWDQGLQJ�RI�
KRZ�WR�PHDVXUH�WKHVH�WKLQJV��DQG�ZKDWȇV�ZRUNLQJ��Ζ�WKLQN�WKDWȇV�WKH�IRFXV�IRU�RXU�
future.
Analytics and Content
Content from Zendesk:
Zendesk Resources
Zendesk Blog
GeckoBoard
On your customers ȊWe talk to customers every single day.
We have regular conversations on Skype,
which is a big part of my role. I try to talk to
as many customers as possible to
understand what they like about us, what
WKH\�GRQȇW�OLNH��Ȋ Sofia Quintero
Growth Firestarter
What are the stories around the product, how we can help them in different ways?
Ζ�WKLQN�LW�LV�LPSRUWDQW�WR�FUHDWH�FRQWHQW�DQG�FRQWLQXRXVO\�DVN�\RXUVHOI��ȆIs this going to be helpful for anybody, is it going to be insightful, is it going to change
DQ\WKLQJ"ȇȋ
³
Content from Geckoboard:
Geckoboard Blog
Geckoboard Resources
Uberflip
On the importance of
headlines Ȋ:HȇYH�UHFHQWO\�JRWWHQ�PXFK�PRUH�QLWSLFN\��:H�
took a page out of 8SZRUWK\ȇV book. They do
this 25 headlines exercise and they brainstorm 25 headlines for every post. So we do the
same. We meet every Friday and throw out
ideas for upcoming posts, webinars and
eBooks. The first time it took forever�ȋ
Hana Abaza
Director of Marketing
$GYLFH�IRU�JHWWLQJ�VWDUWHGȐ
Number one: Figure out your goal and what you want to try and get out of it. Most
companies know they want to use it as an acquisition channel.
Be realistic. In the first six months of launching you should write the most DPD]LQJ�FRQWHQW�WKDW�GRHVQȇW�WDON�D�ORW�DERXW�\RX��EXW�\RXU�DXGLHQFH��<RXȇUH�JRLQJ�
to attract visitors and retain them�ȋ
³
Content from Uberflip:
Uberflip Hub
Content Marketing Hub
Creative Market
On advice for growing
traffic for your blog Ȋ7KHUHȇV�QR�VLOYHU�EXOOHW�WKDWȇV�JRLQJ�WR�
start driving traffic to your blog right
away. Start out by building relationships with other bloggers and writers in your space. Ask them
to mention your site or content on their
blog. See what you can do to write on
their blog or ask them to write on your
blog�ȋ
ȊFinally, optimize the content in the
body of your post so that when people
read the headline and view the shared
image in their feed, they are compelled
to re-share it. Over time, if you are
carefully monitoring your experiments
DQG�RSWLPL]LQJ��\RXȇOO�VHH�WKH�UHVXOWV�RI�
your hard work and your traffic will
compound and grow�ȋ
Zack Onisko
Chief Growth Officer
On the biggest challenge ȊI think the challenge is coming up with
fresh, new, interesting content. I think at
WKH�YROXPH�WKDW�ZHȇUH�SURGXFLQJ�FRQWHQW�
ZHȇYH�FDXJKW�RXUVHOYHV�UHKDVKLQJ�ROG�
LGHDV��ΖI�ZHȇUH�QRW�ZULWLQJ�JUHDW�FRQWHQW��LWȇV�
QRW�JRLQJ�WR�JHW�UHDG�DQG�LWȇV�QRW�JRLQJ�WR�
EH�VKDUHG�ȋ
Content from Creative Market:
Creative Market Blog
Storefront
On making your content
stand out Ȋ:H�keep it fun, personal and passionate, as
well as helpful. :H�GRQȇW�QHHG�WR�VHOO�people, but simply provide the LQIRUPDWLRQ�WKDW�WKH\ȇUH�ORRNLQJ�IRU��ΖWȇV�
UHDOO\�OLNH�OLVWHQLQJ��:HȇOO�OLVWHQ�WR�ZKDW�RXU�
XVHUV�DUH�DVNLQJ�DERXW�DQG�ZHȇOO�FKDQJH�WKDW�
in the content and product to make it easier�ȋ
Tristan Pollack,
Co-Founder/COO
2Q�DGYLFH�RQ�ZKDWȇV�PRVW�LPSRUWDQW Ȋ7KDW�ZHȇUH�DEOH�WR�WHOO�RXU�RZQ�VWRULHV�ȃ stories of our members and how they have
evolved. When we launched the Storefront site in March of 2013, we had renters and
space owners, but they were in a different place.
Now we can share how our members have used Storefront to sell their products
better, connect with their customers, and growth their business. Ȋ
Content from Storefront:
Storefront Blog
Storefront Success Stories
Udemy
2Q�EORJJLQJ�DV�D�OHDG�JHQHUDWLRQ�VWUDWHJ\Ȑ ȊOur blog content is, in essence, lead generation for our paid online courses. We capture email addresses on the blog and provide opportunities for users to click over to relevant paid courses.
We look for a three month pay back on our blog content. Basically, three months after we publish the blog posts we want the leads we capture from our blog posts to cover the cost of creating the blog posts.
2YHU�WKH�ODVW�HLJKW�PRQWKV�ZHȇYH�VHHQ�����SHUFHQW�WUDIILF�JURZWK��ΖW�ZDV�MXVW�D�PDWWHU�RI�DFWXDOO\�FUHDWLQJ�KLJK�TXDOLW\�FRQWHQW�DQG�SXWWLQJ�LW�RXW�WKHUH�ȋ
On driving ROI ȊAny content PDUNHWLQJ�ZHȇUH�GRLQJ�GULYHV�sales and drives users��:HȇUH�WDNLQJ�D�YHU\�52Ζ�approach to how we think about our content development. For instance, we might write a piece of content about Excel formulas. I want to JLYH�LW�WR�SHRSOH�ZKR�DUH�VHDUFKLQJ�IRU�Ȋ+RZ�WR�XVH�([FHO�EHWWHU�ȋ�EXW�DW�WKH�VDPH�WLPH��ZHȇUH�DOVR�able to promote our content, our long form courses for pay. Ȋ
Archie Abrams
Director of Growth
Content from Udemy:
Udemy Blog
Andy Smith
On defining quality content
ȊEvery audience has different goals or different
definitions. It's a danger to try to apply the rules of
one audience against another.
Quality can be one of those things where people
can spend a lot of time delivering too high quality
content to an audience that doesn't go appreciated.
Maybe they aren't able to deliver enough content.
Andy Smith
Author
The Dragonfly Effect
Top 10 lists, generally people
click on them. There's
something in there. I find,
probably, one every couple of
days that I actually bookmark.
The fact that people have this
almost pre-chewed content
out there, that doesn't make it
poor, by definition. It's a
question of how you present it,
and how you blend it�ȋ
You can overemphasize quality, but each
publisher would do well if they try to understand
-- just as they understand what their audiences'
needs are, in terms of problems that they solve -
- what their expectations are for the content they receive.
³
Content from Andy Smith:
The Dragonfly Effect
Tablo
On B2B companies
SXEOLVKLQJ�H%RRNVȐ� Ȋ&RPSDQLHV�DUH�writing about their industry or
their market to boost their own profiles and
generate leads. Publishing a book makes
someone an expert in their field. One thing we
see a lot is people using a book as a lead generation tool, so when you type in a topic, it
FRPHV�XS�DW�WKH�WRS�RI�*RRJOH�EHFDXVH�LWȇV�DQ�
Amazon result for your book. People find the
ERRN�DQG�ILQG�WKH�FRPSDQ\��ΖWȇV�D�UHDOO\�VWURQJ�
WRRO�IRU�WKHP�ȋ
Ash Davis,
Founder
On the future of self-SXEOLVKLQJȐ ȊΖ�think LWȇV�VRFLDO. I think the entire publishing model is going to be flipped around. It
ZRQȇW�EH�D�FDVH�DQ\PRUH�RI�\RX�KDYH�WR�ZULWH�VRPHWKLQJ��WKHQ�VXEPLW�D�PDQXVFULSW��
then get rejected, and then have small commissions for someone else to sell your
ERRN��Ζ�WKLQN�LWȇV�JRLQJ�WR�EH�FRPSOHWHO\�UHYHUVHG.
<RXȇOO�start publishing the day you start writing. People will start reading and following
\RXU�ZRUN�ZKLOH�LWȇV�LQ�SURJUHVV�ȋ
Content from Tablo:
Tablo Website
Outbrain
2Q�2XWEUDLQȇV�FRQWHQW�VWUDWHJ\ Ȋ2QH�RI�WKH�PRVW�VXFFHVVIXO�WKLQJV�ZHȇYH�launched is an email newsletter called
%UDLQSRZHU��:KDW�ZHȇUH�GRLQJ�LV�ZHȇUH�DFWXDOO\�VKDULQJ�WKH�UHVXOWV�RI�ZKDWȇV�
trending and different aspects of the content marketing industry.
:HȇUH�QRW�WDONLQJ�DERXW�RXU�SURGXFW��ZHȇUH�QRW�WDONLQJ�DERXW�2XWEUDLQ�RU�WU\LQJ�WR�
VD\��Ȋ%X\�2XWEUDLQ�ȋ�EXW�UDWKHU�ZHȇUH�sharing really interesting industry trends,
ZKLFK�LV�YHU\�HIIHFWLYH��7KHQ�WKHUHȇV�DOVR�WKH�SURFHVV�RI�FXUDWLQJ��RI�ILQGLQJ�JUHDW�
FRQWHQW�WKDWȇV�RXW�WKHUH��DQG�GLUHFWLQJ�RXU�FRQVXPHUV�WR�WKDW�FRQWHQW�ȋ
On trends in content
distribution ȊOne trend is that consumers really are embracing this notion of discovery at the
bottom of the article. I think the second
major trend, is that a lot of publishers are
starting to look at content marketing
outside of the historical Outbrain widget, so
folks like Slate.com, they have a really
LQWHUHVWLQJ�GHSOR\PHQW��LWȇV�PXFK�PRUH�
pervasive than simply at the bottom of the
DUWLFOH�ȋ
Greg Freishtat
SVB Strategic Alliances
Content from Outbrain:
Outbrain Blog
Canva
On leveraging content
as education
Zach Kitschke
Head of Communications
Ȋ0RVW�of our marketing is centered around education. There are a lot of
people who want to learn graphic design,
and are keen to improve their social
media skills. Sharing tips and tricks that
are useful to users helps to get Canva
out into the world, but also provides
great value to our users�ȋ
We also invest a lot of energy into our weekly design tutorials and blog content. We write about topics that interest our
audience, including social media, marketing and graphic
design�ȋ
³
Content from Canva:
Canva Blog
99designs
On building a community
Kaitlyn Ellison
Editor
Ȋ:H�are always trying to create content that can continuously be circulated for the inspiration or education of the community. We want designers to be referring one another to blog content for help Ȃ in our support of GHVLJQHUV�ZH�XVH�LW�DV�D�NLQG�RI�ȊKHOS�SDJHȋ�ourselves, as well. We also want the designers we feature on the site to feel excited and proud of their own work and participation on the site, so any time a designer we featured gets excited or shares their article with friends, WKDWȇV�GHILQLWHO\�D�VXFFHVV�ȋ
Ȋ2XU�strategy is about figuring out what our on-site community needs most, and creating it for them. We have almost 300,000 designers on the site so naturally there are a lot of different kinds of designers with different levels of experience. Our goal is to provide them with educational resources and inspiration regardless of what OHYHO�WKH\ȇUH�DW��:H�DOVR�XVH�WKH�EORJ�WR�FXUDWH�DQG�SURPRWH�WKH�EHVW�XVHUV�LQ�RXU�FRPPXQLW\�ȋ
Content from 99designs:
99designs Customer Blog
99designs Designer Blog
