the tools you need to be a better content marketer

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NEED TO BE A

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YOUR HOSTS

Director of Content & Social Tasia Potasinski

Media

Content Marketing Manager at

Influence & Co Scripted, Inc

Tweet: @MayaSLuke Tweet: @tasiapotasinski

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Matt Kamp is the director of strategic partnerships at Influence & Co., a

content marketing firm that specializes in helping companies showcase their expertise through thought leadership

Influence & Co.'s clients range from

venture-backed startups to Fortune

500 brands

Ryan Buckley, Co-Founder

and Head of Partnerships at Scripted, a content creation

platform that connects companies to the best

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The Problem

Big content goals, small team

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H X CHALLENGE FOR MARKETERS

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Content Marketing Funnel

Top of the Funnel

Awareness

Content here should largely be educational and

help the individuals connect the dots from the

problem to how they may be able to solve it Example: An educational e-book explaining

more about your industry

Middle of the Funnel Consideration

Our goal is to present them with the

solution and show them the complexities

and expertise involved in doing it well,

which will overwhelm them and convince

them that they want help implementing the solution Example: Guides, and best practices Bottom of the Funnel Decision

Content focused on truly identifying your company as the best solution is

ideal here

Example: Case studies, comparison

documents, and trial offers focused on why your company is an ideal

solution to the problem

ee

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External Content

= Forbes Top 20 Stocks for 2016

2 FEB 20, 2014 @ 11:15 AM 15,284 views

2 LinkedIn Opens Its Publishing Platform To Users

When I heard that LinkedIn was opening its publishing ¬ platform to all users, I had mixed feelings The notion of a flood

of terrible content on LinkedIn worried me However, after Dale Carnegie® Training's

DIPLOMACY AND TACT careful consideration, I recognized the level of foresight behind COMMUNICATION this new feature ASSESSMENT John Hall ¬ CONTRIBUTOR The Benefits of an Open Publishing Platform preneu DALE CA _

_ The advantages of an open publishing platform aren’t one- 4: one

a “ sided A setup like this offers benefits to a wide range of

FOLLOW ON FoRBES (430) Contributors — and provides even more people with

Và ft = opportunities to increase their knowledge

FULL BIO >

1 Everybody now has a platform through which they

Opinions expressed by Forbes

Contnbutors are thelr own can contribute In one of my first articles published on 4 LinkedIn, I wrote about the importance writing has for every

+ leader_It was amazing to have more than 200 comments

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Gated Content Influences Discover the Power of Thought “*t’ "se "™erspe: Foe Nore’ Now Leadership | cat Nene The proces of becoming 6 thought leader i achieved tung the œuecu®ion gf ð pơgonsfi lòng |

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DOWNLOAD YOUR WHITEPAPER NOW TO START LEVERAGING CONTENT AND THOUGHT LEADERSHIP

TODAY

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reate Mini Campaigns “ 2 Gated Content Download “Insert Title” ` TH + 9 ^ô * emsđ8 Blog Post “Insert Title" “Insert Title" Blog Post Blog Post “Insert Title” `

Guest Contributed Content Guest Contributed Content “Insert Title” “Insert Title"

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The Key to Streamlining and

Improving Content Creation

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Creating Effective Content

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PROCESS = SAVING TIME

CONTENT KNOWLEDGE CONTENT PUBLICATION

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e Brand Voice e Personas Elements of a Document Content Strategy ¢ Value Proposition ¢ Competitive Analysis

¢ Pain Points (i.e topics)

¢ Mediums of Distribution (Hint: work backwards)

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To Harness Your Company's

Expertise: Knowledge Banks

Influence&C Q | Search names or tags O New Ht 53 Tesks

Update it regularly eee - |

Keep your audience in

mind

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knowledge ¬

4 Organize your info by ———

category & keyword

5 Make it accessible Am

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Tools tor Saving Time + Money

While Scaling Content Creation

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A WELL-ROUNDED CONTENT TEAM

CONTENT SUBJECT MATTER CONSUMABLE © DISTRIBUTION

STRATEGIST EXPERTS EDITOR SPECIALIST

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What editors of the top publications had to say:

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Which contributor type do you prefer?

@ Industry experts

C) Journalists

Other

92% of editors preter contributed

content trom industry experts and

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What is the most common problem you see with contributed content submissions? 48% Promotional content Unoriginal insights 20%

Not a fit for our audience

Not professionally edited

No data/research

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Quote trom Our Editor Survey

“It's imperative to get direct content and insights from key

players in the industry, whether they are peers of our readers or general colleagues.”

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MM HERE TO HELP

XI

` To download the resources | mentioned, visit

www.influenceandco.com/resource-library Tweet your questions to me: @theMattKamp

Connect with me on LinkedIn

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Ryan Buckley, Co-Founder

and Head of Partnerships at Scripted, a content creation

platform that connects companies to the best

writers in their industry

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[Insert survey on reaay talk]

¢ How much content do you produce per month?

°« 0-1 e 2-5

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To Edit COPYSCAPE x „ B || I =|] = 1E «œ H3 | i et B= Hemingway Read what's new | Write Help Hemingway App makes your writing bold and clear : Readability

The app highlights long, complex sentences and common errors; if 1

2 you see a yellow sentence, shorten or split it If you see a red highlight, Grace 6

Just Raleasens your sentence is so dense and complicated that your readers will get

N«eve^ lost trying to follow its meandering, splitting logic — try editing this +

sentence to remove the red voc IES)

47K

You can utilize a shorter word in place of a purple one Mouse over it oft is hard to for hints read

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To Spice Up Your Content

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To Publish

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To Track Data/Analyze

& PARSE.LY va

Google Analytics

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One more survey question!

What is the biggest barrier to creating content? ¢ Budget

¢ Team size/capacity

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Writing high-quality content consistently is hard

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But you don't have to do it all yourselt

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SEO Checklist

» URL Structure: focus on primary keyword

» Title Tag: Begin your title with your keyword phrase:

“Example Title Article | Brand”

» Meta Description: 160 characters or less

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Robert Rose

@Robert_ Rose

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