Creating consistent content for your company that communicates real thought leadership is quite the undertaking. With busy schedules and internal teams already dedicated to their own initiatives, securing an outsourced team to tackle content can be an effective solution — but how do you preserve your voice and unique expertise with an outside team?

1. HOW TO OUTSOURCE CONTENT
CREATION WITHOUT SACRIFICING YOUR
BRAND VOICE

2. 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

3. CONTENT MARKETING IS
AN UNDERTAKING

4. • 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

5. THE VALUE OF AN EXTERNAL
CONTENT CREATION TEAM

6. HESITATIONS
Cost Time
Understanding
the basics
Collaboration
Duplicating
efforts

7. HOW TO WORK IN HARMONY

8. 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

9. 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

10. • 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

11. KNOWLEDGE EXTRACTION FROM
YOUR SUBJECT MATTER EXPERT

12. 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

13. • 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

14. Editor Content Strategist
Social Media
Manager
KEY PLAYERS AND RESOURCES
Publication
Relationship Manager
Project Manager

15. 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

16. SHARING (ANALYTICS)
IS CARING

17. THE POWER OF TRUST

18. • 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

19. QUESTIONS?

20. “Make great content again and again with
our easy-to-use, collaborative platform and
integrated talent network.”