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