More companies are turning to content marketing to generate awareness, trust, and ultimately new customers. However, setting your company and team up for success takes a lot of work – starting with a clear strategy. In this webinar, Scripted’s CRO, JD Peterson, spoke on how companies can boost their content marketing. Focusing on four key areas, listeners learned about how to know their audience, set their team up for success, determine publishing quantity, and measure results.

1. Boost Your Content Marketing Efforts

2. Your Host
J.D. Peterson, Chief Revenue Officer
Scripted
@jd_peterson

3. We provide original written content for thousands of
companies through our curated community of high
quality freelance writers & editors
Content creation
made easy

4. The State of Content Marketing Today

11. Building Buyer Personas
Background: 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?

12. 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?

13. Building Buyer Personas
Title: Account Manager/Executive, Client
Manager, Project Manager, Tech Specialist
Agency Size: 5 - 100
Scene: 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 for
2. I’ve struggled with freelancing to find the right level of quality
3. I don’t have time to find and manage writers

14. Get Info On Your Audience
Customer interviews
Interview your customer facing teams (Sales & CS)
Market Surveys
3rd party research

15. 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

16. 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

17. Setting Your Team Up For Success

18. There is so much content to create
One sheets
Sales decks
Case studies
Blog posts
eBooks
White Papers
Social Media posts
Articles
Webinars
Demos
Newsletters
Emails
Infographics

19. Content Marketing Roles

20. You’re Gonna Need One Of These…

21. Writing Content Is More Than Just Writing
Planning
Writing
EditingPublishing
Promoting

22. Leverage Tools and Services

23. Efficiency of External Writing Teams
20%
80%
Editorial
Calendar
Submit
Guidelines
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

24. Small Team, Big Content
Team
• Content Manager
Volume
• 30+ pieces of content published
per month
Content
• Blog Posts
• Guest Posts
• White Papers
• Slideshares
• Webinars
Content Creation
Scripted Writers
In-House
20%
80%

25. Quantity or Quality…It Takes
BOTH!

26. 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

27. What is Quality
Original & Professional
Relevant to Audience
Helpful & Thought-
Provoking

28. 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

29. 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

30. Publishing Frequency

31. 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

32. 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”

33. Time To
Measure

37. Content Marketing Goals
• Drive traffic
• SEO
• Brand awareness
• New leads
• Customer acquisition
• Thought Leadership
• Education

38. Reach our clearly defined audience
Provide relevant & valuable info.
Drive audience through the funnel

39. JD’s Five Simple
Questions

40. 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)?

41. 1. Is our target audience reading
it?
Consumption Metrics:
• Views & downloads
• Time on page & scroll mapping
• User profiles

42. 2. Is it helpful?
• Customer feedback
• Media/influencer coverage

43. 3. Are people sharing and/or
discussing it?
Engagement Metrics
• Shares & likes
• Comments & feedback

44. 4. What do people do after they
read it?
• Multiple views / reads per visit
• Return visits / views
• Conversion events

45. 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

47. https://dashboard.scripted.com/quizzes/planner