Promoting Content to Get More Views and Leads

Nobody Views Your Content (Here’s How to Fix This)

A Fireside Discussion with Taboola and Scripted

Who We AreEric MacCollMarketing DirectorScripted.com

Andrew MilkDirector of Sponsored ContentTaboola.com

The new way to create original content

Distribution Challenges

• Cost• Scale• Measurement

YouTube channels

Brand microsites

Distribution through Content Discovery

Blogs

Articles/Blogs

Pictures/Slideshows

• Tips & tricks• Ordered lists• Industry secrets• Earned media• Positive reviews• Before & after

• Celebrity • Food recipes• Fashion & style ideas• Funny/unbelievable

• How-to…• Behind-the-scenes• Exclusive interviews• Authentic, funny

What Kind of Content Works Best?

Videos

DESKTOP TV MOBILETABLET

Design Content for Mobile Consumption

Increase CTR -- Creative Optimization

Increase CTR -- Creative Optimization

Headlines Are (Almost) Everything

The new way to create original content

1. Who Else Wants [blank]?

2. The Secret of [blank]

3. Here is a Method That is Helping [blank] to [blank]

4. Little Known Ways to [blank]

5. [Do something] like [world-class example]

Headlines Are (Almost) Everything

The new way to create original content

Achieving Scalability -- KPIs & Measurement

Content Marketing Challenges

The new way to create original content

The new way to create original content

Content Marketing is More Than Creation

Planning

Creating

PromotingMeasuring

Optimizing

B2B Success Metrics

The new way to create original content

Good: Web Traffic + Social Shares + SEO Rankings

Best: Lead Quality, Opportunity Quantity, and Pipeline

The Layers of Written ContentThought-

leadershipLong-form

content

Newsworthy/trend content

Evergreen content

The new way to create original content

Data-driven articles, eBooks, webinars

Expert Interviews, case studies

ExOp-Ed, day-of articles

How-to articles, Liscticles, 5 Ways to...

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Content Matrix Defined

Who

Why

What

When

Scripted’s Themes

The new way to create original content

November: Audience Development

Content Types

The new way to create original content

“We all have different appetites

and different attention spans.”- Andy Smith, The Dragon Fly Effect

2014 and Content

The new way to create original content

• Social media is most common content (87%)

• Blog content (76%)

• Case studies (73%)

Distribution Channels 1. Organic Social Media2. Syndication Partners3. Guest Publications4. Newsletter/Email5. Sponsored Syndication6. Paid Social Media7. Paid Content Discovery

The new way to create original content

Questions?Eric MacCollMarketing [email protected]@marketingeric

The new way to create original content

Andrew MilkDirector of Sponsored [email protected]