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Modern Marketers Secrets To Content Marketing The new way to create original content | A collection of content marketing advice from experts in Scripted’s Interview Series.
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Modern Marketers Secrets to Content Marketing

Aug 26, 2014

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Page 1: Modern Marketers Secrets to Content Marketing

Modern Marketers Secrets To Content Marketing

The new way to create original content |

A collection of content marketing advice from experts in Scripted’s Interview Series.

Page 2: Modern Marketers Secrets to Content Marketing

Content in 2014

   

This year, content marketing

has become one of the most

popular marketing buzzwords

to date. Just take a look at how

the term “content marketing”

has increased in Google search

from 2009 to 2014.

Whether content marketing is

here to stay or not, one thing is

for sure: high quality, original

Google Searches for Content Marketing (2007 – 2013)

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content is important for any marketing or content strategy. Creating original

content allows brands to improve their credibility, raise awareness, create trust

with customers, drive traffic, and ultimately generate high quality leads. At

Scripted, we believe at the core of any content strategy is relevant and quality

content.

We’ve put together a round-up of inspirational quotes from experts we’ve

interviewed across multiple industries about how they’ve used quality content

to better their business. Enjoy!

Page 3: Modern Marketers Secrets to Content Marketing

LearnVest

   

On measuring content’s

success… “We’re looking in much the way that any

publisher is, at total site traffic. We’re also

looking at the number of new unique

visits that are coming in. We’re looking at

time on site. We’re also looking at the

social numbers.”

Carries Sloan, Editor-in-Chief

On the most valuable content for readers… “It’s the personal stories of seeing how other people are struggling with money, or

how they’re making progress on money. People want to know how other people

did it. The other thing that I can point to is content that let’s you compare and

contrast. For example, we did a story, ‘What’s your retirement number?’

“There’s something about seeing those numbers in black & white., and thinking

about your own account balance, that’s really engaging for people.”

Page 4: Modern Marketers Secrets to Content Marketing

Creative Market

   

On advice for

growing traffic for

your blog… “There’s no silver bullet that’s

going to start driving traffic to

your blog right away. Start out by

building relationships with other

bloggers and writers in your space.

Ask them to mention your site or

content on their blog. See what you

can do to write on their blog or ask

them to write on your blog.”

“Finally, optimize the content in

the body of your post so that when

people read the headline and view

the shared image in their feed, they

are compelled to re-share it. Over

time, if you are carefully

monitoring your experiments and

optimizing, you’ll see the results of

your hard work and your traffic

will compound and grow.”

Zack ONisko, Chief Growth Officer

On the biggest

challenge… “I think the challenge is coming up with

fresh, new, interesting content. I think at

the volume that we’re producing content

we’ve caught ourselves rehashing old

ideas. If we’re not writing great content,

it’s not going to get read and it’s not

going to be shared.”

Page 5: Modern Marketers Secrets to Content Marketing

StoreFront

   

On making your content

stand out… “We keep it fun, personal and passionate, as

well as helpful. We don’t need to sell people,

but simply provide the information that

they’re looking for. It’s really like listening.

We’ll listen to what our users are asking

about and we’ll change that in the content

and product to make it easier.”

Tristan Pollack,

Co-Founder/COO

On advice on what’s most important… “That we’re able to tell our own stories — stories of our members and how they

have evolved. When we launched the Storefront site in March of 2013, we had

renters and space owners, but they were in a different place.

Now we can share how our members have used Storefront to sell their products

better, connect with their customers, and growth their business. “

Page 6: Modern Marketers Secrets to Content Marketing

Udemy

   

On blogging as a lead gen strategy… “Our blog content is, in essence, lead generation for our paid online courses.

We capture email addresses on the blog and provide opportunities for users to

click over to relevant paid courses.

We look for a three month pay back on our blog content. Basically, three

months after we publish the blog posts we want the leads we capture from our

blog posts to cover the cost of creating the blog posts.

Over the last eight months we’ve seen 800 percent traffic growth. It was just a

matter of actually creating high quality content and putting it out there.”

On driving ROI from a

blog post… “Any content marketing we’re doing drives

sales and drives users. We’re taking a very

ROI approach to how we think about our

content development. For instance, we might

write a piece of content about Excel

formulas. I want to give it to people who are

searching for “How to use Excel better,” but

at the same time, we’re also able to promote

our content, our long form courses for pay. “

Archie Abrams

Director of Growth

Page 7: Modern Marketers Secrets to Content Marketing

Tablo

   

On B2B companies

publishing eBooks… “Companies are writing about their

industry or their market to boost their

own profiles and generate leads.

Publishing a book makes someone an

expert in their field. One thing we see

a lot is people using a book as a lead

generation tool, so when you type in a

topic, it comes up at the top of Google

because it’s an Amazon result for your

book. People find the book and find

the company. It’s a really strong tool

for them.”

Ash Davis, Founder

On the future of self-

publishing… “I think it’s social. I think the entire

publishing model is going to be

flipped around. It won’t be a case

anymore of you have to write

something, then submit a manuscript,

then get rejected, and then have small

commissions for someone else to sell

your book. I think it’s going to be

completely reversed.

You’ll start publishing the day you

start writing. People will start reading

and following your work while it’s in

progress.”

Page 8: Modern Marketers Secrets to Content Marketing

Andy Smith

   

On defining quality

content… “Every audience has different goals or

different definitions. It's a danger to try

to apply the rules of one audience

against another.

Quality can be one of those things

where people can spend a lot of time

delivering too high quality content to

an audience that doesn't go appreciated.

Maybe they aren't able to deliver

enough content.

Andy Smith, Author The Dragonfly Effect

Top 10 lists, generally people click on

them. There's something in there. I

find, probably, one every couple of

days that I actually bookmark. The

fact that people have this almost pre-

chewed content out there, that

doesn't make it poor, by definition.

It's a question of how you present it,

and how you blend it.”

You can overemphasize quality, but

each publisher would do well if

they try to understand -- just as

they understand what their

audiences' needs are, in terms of

problems that they solve -- what

their expectations are for the

content they receive.

Page 9: Modern Marketers Secrets to Content Marketing

UberFlip

   

On the importance of

headlines… “We’ve recently gotten much more nitpicky.

We took a page out of Upworthy’s book.

They do this 25 headlines exercise and they

brainstorm 25 headlines for every post. So

we do the same. We meet every Friday and

throw out ideas for upcoming posts,

webinars and eBooks. The first time it took

forever.”

Hana Abaza, Director of Marketing

On advice for getting started…

Number one: Figure out your goal and what you want to try and get out of it. Most

companies they want to use it as an acquisition channel.

Be realistic. In the first six months of launching you should write the most amazing

content that doesn’t talk a lot about you, but your audience. You’re going to attract

visitors and retain them.

Page 10: Modern Marketers Secrets to Content Marketing

42 Floors

   

On using content for

lead generation… “We have an education center in which

case we get a good chunk of our content

from brokers who voluntarily ask to write

articles to be in the education center. We

give them exposure and linkage, and how

to show their domain expertise in

commercial real estate. It also helps build

out content around like, ‘How do you rent

office space? Should you go with a broker,

should you not go with a broker?

Bernard Huang, Growth Hacker

What defines rentable square feet footage as opposed to available square footage?

How do you negotiate your lease? What things you have to look out for if you're

trying to build out your space versus getting the landlord to build it out.’

That content is a lot more commercial real estate specific, in which case, we've had

that around for a while. Our current plan is to expand that and make it into an e-

book which we can use it as a lead-generation tactic."

Page 11: Modern Marketers Secrets to Content Marketing

Outbrain

   

On Outbrain’s content strategy… “One of the most successful things we’ve launched is an email newsletter called

Brainpower. What we’re doing is we’re actually sharing the results of what’s

trending and different aspects of the content marketing industry.

We’re not talking about our product, we’re not talking about Outbrain or trying

to say, “Buy Outbrain,” but rather we’re sharing really interesting industry

trends, which is very effective. Then there’s also the process of curating, of

finding great content that’s out there, and directing our consumers to that

content.”

On trends in content

distribution… “One trend is that consumers really are

embracing this notion of discovery at the

bottom of the article. I think the second

major trend, is that a lot of publishers are

starting to look at content marketing outside

of the historical Outbrain widget, so folks

like Slate.com, they have a really interesting

deployment, it’s much more pervasive than

simply at the bottom of the article.”

Greg Freishtat

SVB Strategic Alliances

Page 12: Modern Marketers Secrets to Content Marketing

GeckoBoard

   

On creating valuable

content… “We talk to customers every single

day. We have regular conversations on

Skype, which is a big part of my role. I

try to talk to as many customers as

possible to understand what they like

about us, what they don’t like. “ Sofia Quintero,

Growth Firestarter

What are the stories around the product, how we can help them in different

ways? I think it is important to create content and continuously ask yourself:

‘Is this going to be helpful for anybody, is it going to be insightful, is it going to

change anything?’”

Page 13: Modern Marketers Secrets to Content Marketing

The new way to create original content |

Let’s create original content.

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