the tools you need to be a better content marketer

Ryan Buckley, Co-Founder and Head of Partnerships at Scripted, a content creation platform that connects companies to the best writers in their industry... The Problem Big content goal

NEED TO BE A

BERRER CONTENT MARKETER

YOUR HOSTS

Media

Content Marketing Manager at

#ContentTools16

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

Ryan Buckley, Co-Founder

and Head of Partnerships at Scripted, a content creation platform that connects companies to the best

writers in their industry.

The Problem

Big content goals, small team

H X CHALLENGE FOR

MARKETERS

Become an efticient content marketer

Succeeding in Content Marketing

Content Marketing Funnel

Top of the Funnel

Awareness

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

Example: Case studies, comparison

documents, and trial offers focused

on why your company is an ideal

solution to the problem

ee

Influence&CO

External Content

= Forbes Top 20 Stocks for 2016

2 FEB 20, 2014 @ 11:15 AM 15,284 views

When I heard that LinkedIn was opening its publishing ¬ platform to all users, I had mixed feelings The notion of a flood

of terrible content on LinkedIn worried me However, after Dale Carnegie® Training's

DIPLOMACY AND TACT careful consideration, I recognized the level of foresight behind

ASSESSMENT

John Hall ¬

CONTRIBUTOR The Benefits of an Open Publishing Platform

_ The advantages of an open publishing platform aren’t one- 4: one

a “ sided A setup like this offers benefits to a wide range of

FOLLOW ON FoRBES (430) Contributors — and provides even more people with

Và ft = opportunities to increase their knowledge

FULL BIO >

1 Everybody now has a platform through which they

Opinions expressed by Forbes

Contnbutors are thelr own can contribute In one of my first articles published on

4 LinkedIn, I wrote about the importance writing has for every

+ leader_It was amazing to have more than 200 comments

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reate Mini Campaigns

Guest Contributed Content Guest Contributed Content

“Insert Title” “Insert Title"

The Key to Streamlining and

Improving Content Creation

@scripted {niluences co

Creating Effective Content

It Starts With You — Share Your Knowledge

PROCESS = SAVING TIME

¢ Pain Points (i.e topics)

¢ Mediums of Distribution (Hint: work backwards)

¢ Goals/Metrics

To Harness Your Company's

Expertise: Knowledge Banks

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Keep your audience in

mind

- Crowdsource the Rens + Rattan eee eee enemas eee en

knowledge ¬

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category & keyword

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Tools tor Saving Time + Money

While Scaling Content Creation

@scripted - ‹

A WELL-ROUNDED CONTENT TEAM

@scripted influences co

What editors of the top publications had to say:

Influence&CO

Which contributor type do you prefer?

@ Industry experts

C) Journalists

Other

92% of editors preter contributed

content trom industry experts and

leaders over journalists.

Not a fit for our audience

Not professionally edited

2014 State of Contributed Content Report | Influence & Co,

Quote trom 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

MM HERE TO HELP

XI

` To download the resources | mentioned, visit

www.influenceandco.com/resource-library Tweet your questions to me: @theMattKamp

Connect with me on LinkedIn

Email me at matt@InfluenceandCo.com.

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

[Insert survey on reaay talk]

¢ How much content do you produce per month?

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Content Creation Too ™

The app highlights long, complex sentences and common errors; if 1

2 you see a yellow sentence, shorten or split it If you see a red highlight, Grace 6

Just Raleasens your sentence is so dense and complicated that your readers will get

N«eve^ lost trying to follow its meandering, splitting logic — try editing this +

sentence to remove the red voc IES)

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@scripted influences C.

To Spice Up Your Content

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To Publish

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To Track Data/Analyze

& PARSE.LY va

simplereach

One more survey question!

What is the biggest barrier to creating content?

¢ Budget

¢ Team size/capacity

¢ Finding the right expertise

¢ Topic ideation

Writing high-quality content

consistently is hard

5

But you don't have to do it all

yourselt

Content Creation

Tools tor Saving

SEO Checklist

» 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 WoraPress as a cheat sheet!

Robert Rose

@Robert_ Rose

Chief Strategist, Content Marketing Institute