1. CMB Partner Office Hours
Today’s Presentation: ―Agency
process for creating quality
content‖
With special Guest Reed Overfelt | Square2Marketing
Every Tuesday & Thursday @3pm Eastern
www.contentmarketingblueprint.com
www.contentmarketingblueprint.com

2. What is the CMB
Community?
A team of inbound marketing agencies that sell and deliver services using the Content
Marketer’s Blueprint.
www.contentmarketingblueprint.com

3. Today’s Schedule
15 minutes: Slide Presentation
45 minutes: CMB Partner Open Q&A
www.contentmarketingblueprint.com

4. After the Webinar
Webinar recording, slides and blog article
www.contentmarketingblueprint.com
www.contentmarketingblueprint.com

5. Today’s Question
How can small agencies create quality blog content for their clients?
www.contentmarketingblueprint.com

6. Amazing Content Without The Hassle
Need content to fuel
your marketing?
Tired of searching through
thousands of freelancers?
Try Penrocket!
It’s AMAZING content without
the hassle.
© 2013 Penrocket . All Rights Reserved.
In today’s world of inbound marketing,
the difference between success and
failure starts with high quality content.
Gain the competitive advantage and
start publishing content your buyers
love with Penrocket.

7. What is GREAT Content?
Let’s face it! Quality content matters.
Great content needs to be:
 Professionally edited
 Checked for authenticity
 Based on live interviews with
subject mater experts
 Checked for Plagiarism
 Written by experienced industry
writers.
 Checked for spelling & grammar
 Optimized for search and social
media
8
 Checked for readability
Amazing Content Without The Hassle │ www.penrocket.com
© 2013 FullQuota. All rights reserved.
© 2013 Penrocket

8. Content Dos:
•
Focus on your target buyer! Create content that speaks directly to their needs, wants and desires.
•
Find the right SME (it’s harder than you think). The right SME understands your market and your buyer.
Use the SME to guide your content with value-added commentary and feedback.
•
Hire a professional writer. While it’s tempting as a marketers to create your own content — don’t! Hire trained writers
who understand how to ask the right questions, summarize and create the content your target buyers want to read.
•
Know your competition. Who are your biggest competitors? Decide if you’ll use articles that mention them. What about
reviews or market comparisons? Will you use those?
•
Know your keywords. Use these keywords to guide your content selection.
•
Use the right tools. A curation tool like Trapit will help you more quickly and easily source content. Look for other tools that
can make this process easier and more successful.
•
Show your unique point of view. You’re an expert. You have an answer for your buyers’ business challenges.
Share it!
•
Write simply and plainly.
•
Set deadlines, but be flexible. Creating awesome content takes longer than you think. Set deadlines for SMEs to give
you articles, for writers to write them and then leave yourself some time to review them before you put them online.
9
Amazing Content Without The Hassle │ www.penrocket.com
© 2013 FullQuota. All rights reserved.
© 2013 Penrocket

9. Content Don’ts:
1.
Don’t be boring.
2.
Don’t forget about grammar. It matters. A lot!
3.
Don’t pick a SME who travels or is just too busy to put time and effort into the project.
4.
Don’t forget to schedule time with your SME each week.
5.
Don’t let the SME decide what kind of content to give you. Be clear – you need at least 5 articles a
week on a variety of topics.
6.
Don’t just wing it – follow your plan! Set clear expectations with all your key stakeholders at the beginning of the
process.
7.
Don’t use content from the same one or two sources. Mix it up! It’s more interesting for your readers.
8.
Don’t just call your documents “Blog #1” or “Cloud Blog #4.” Set up a naming convention that is
straightforward and easy for everyone to understand and use.
9.
Don’t just start the process and then never critique it again. You have to continually tweak it.
10.
Don’t be afraid to try new things. A new headline style or newsletter category will keep things interesting and
fresh.
10
Amazing Content Without The Hassle │ www.penrocket.com
© 2013 FullQuota. All rights reserved.
© 2013 Penrocket

10. Content Ideas:
Tip Sheet: Create a tip sheet that outlines how people could use your product or service to help them with their
problem or need. For example, if you're a plumber you could create a tip sheet on ―How to Troubleshoot a
Clogged Drain.‖
Top 10 Industry Trends: Document the 10 latest trends impacting your industry this year. Write a short
summary on 10 new industry developments or write what you think will be the 10 biggest changes to your industry
during the next year.
Checklist: Create a checklist of steps people could take to solve the problem that your product/service solves.
For example, if you’re a moving service, create a packing checklist visitors can download.
Common Questions: Write down the 10 or 20 most common questions and create a tip sheet or guide that
answers each question.
Question and Answers: Go to LinkedIn Groups and find every question and answer that relates to your
industry. Compile them in an eBook format.
Kits of Material: Compile some of your related eBooks, guides, tip sheets and blog articles into a compelling
Downloadable Kit offer.
Case Studies: Show off your leading customers and share their successes with future customers. Video record
their testimonials for even more content and to build credibility. Offer the case studies as free downloads.
11
Amazing Content Without The Hassle │ www.penrocket.com
© 2013 FullQuota. All rights reserved.
© 2013 Penrocket

11. 9 Steps to Creating AMAZING Content:
Step 1:
Identify one or more subject matter experts (SMEs). This will be the person that
your editors will interview on to write your blogs and whitepapers.
Step 2:
Set up an orientation call with the SMEs to go over the writing process, the types of
content we’ll cover and answer any questions the SME has.
Step 3:
During the orientation call Schedule the first interview with the SME. These
interviews are usually 30-45 minutes long and cover three to five blog topics. They
are held weekly or monthly depending on the volume of posts.
Step 4:
2-3 days before the interview, have you editor an email to the SME with a list of the
curated articles and the original blog topics that they will discuss on the interview.
12
Amazing Content Without The Hassle │ www.penrocket.com
© 2013 FullQuota. All rights reserved.
© 2013 Penrocket

12. Step 5:
Editor and the SME meet for the interview to discuss the curated articles and
original blog topics.
Step 6:
A writer then writes an original blog post using the SME’s commentary and any
relevant secondary sources. They also write the curated blogs, which feature the
SME’s commentary and a summary of the curated article.
Step 7:
A editor edits the blog.
Step 8:
The finished blogs are sent to your customer or account team for approval.
Step 9:
We then rinse and repeat every week or every month!
13
Amazing Content Without The Hassle │ www.penrocket.com
© 2013 FullQuota. All rights reserved.
© 2013 Penrocket

13. Amazing Content Without The Hassle
“Penrocket is for marketers who are "mere mortals" -- normal people who are
just struggling to keep pace with the demands of creating routine, relevant
and quality content.“
Matt Howard
CEO, ZoomSafer
Amazing Content Without the Hassle.
Planned. Targeted. Written. Optimized. Published.
© 2013 Penrocket . All Rights Reserved.

14. Next Session:
rd
Thursday January 23
@3pm
―Creating Consumer-Centric Websites‖
Special Guest: Eduardo Esparza | Market 8
Signup at: www.contentmarketingblueprint.com/webinars
www.contentmarketingblueprint.com