HOW TO OUTSOURCE CONTENT CREATION WITHOUT SACRIFICING YOUR

BRAND VOICE

Brittni is a VP at Influence & Co. and loves discussing how content marketing can help any marketing strategy achieve its full potential. She likes her coffee black and her whiskey straight; she also enjoys traveling. 

Brittni Kinney

VP

influenceandco.com

Tweet: @bkblackandgold

Influence & Co. is a content marketing agency that combines

a talented team of content marketing experts with more than 1,000 online publication relationships and innovative software to help companies

strategize, create, and publish content that meets their goals.

ABOUT US

CONTENT MARKETING IS AN UNDERTAKING

• The value of an external content creation team

• How your marketing team and outsourced content team can work in harmony

• How to extract knowledge from your subject matter expert and maintain brand voice

• A list of key players and existing resources to identify

• How your sales process contributes

• The importance of sharing analytics

WHY WE’RE HERE

THE VALUE OF AN EXTERNAL CONTENT CREATION TEAM

HESITATIONS

Cost Time

Understanding the basics

Collaboration

Duplicating efforts

HOW TO WORK IN HARMONY

Lead generation

Sales enablement

Brand awareness

Audience engagement

Click-through conversions

Sales cycle Contract size

Sales

Social metrics Article views

Comments Social metrics

CTR

ESTABLISH YOUR GOALS

CMI has found that companies “with a documented content marketing strategy” are:

• Far more likely to consider themselves effective at content marketing.

• Far less challenged with every aspect of content marketing.

• Generally more likely to consider themselves more effective with every tactic and social media channel.

• Able to justify a higher percentage of the marketing budget to be spent on content marketing.

MAP OUT YOUR CURRENT CONTENT STRATEGY

• An analysis of how consumers are interacting with your content assets

• Key audience personas

• An editorial calendar and set of content guidelines

• Blog content

• Guest-contributed content

• Whitepapers/gated content

• KPIs and budget

MAP OUT YOUR CURRENT CONTENT STRATEGY

KNOWLEDGE EXTRACTION FROM YOUR SUBJECT MATTER EXPERT

SUBJECT MATTER EXPERTS

Content is about connecting with people on a human level. Companies don’t have ideas —

people do.

WHO THEY ARE AND HOW TO LEVERAGE THEIR KNOWLEDGE

Your thought leader

• Hold regular knowledge sessions.

• Put together questions that focus on pulling key insights.

• Focus on the unique stories and lessons your subject matter expert has learned to make your content unique, insightful, and engaging.

HOW TO EXTRACT KNOWLEDGE TO MAINTAIN BRAND VOICE

Editor Content Strategist

Social Media Manager

KEY PLAYERS AND RESOURCES

Publication Relationship Manager

Project Manager

Tailor content to the stage in the buyer’s journey

1. Top of the funnel

• Educational, answer questions

2. Middle of the funnel

• More tactical, start showing them solutions to their problems

3. Bottom of the funnel

• Start being more promotional, show why you are the best solution to their need

HOW YOUR SALES PROCESS CONTRIBUTES

SHARING (ANALYTICS) IS CARING

THE POWER OF TRUST

• Set up a free consultation to talk more about your content marketing strategy. As a bonus, if you sign on to be a client, we are offering $500 off your first month.

• Download our interactive content strategy checklist and get started on your content strategy.

• Use an editorial calendar template to make planning your content easier.

RESOURCES

Visit: offers.influenceandco.com/clearvoice for more info

QUESTIONS?

“Make great content again and again with our easy-to-use, collaborative platform and

integrated talent network.”