How Scripted Uses Scripted to Outsource Written Content
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As marketers, we want to focus on reaching the right audience, promoting our content, and building partnerships. Managing a team of writers can be time consuming and writing consistent content can very time consuming for a small team. In this webinar, we'll dive into detail on how we plan, order, edit, and publish our content. Watch this webinar here: http://cc.readytalk.com/play?id=9btnj0
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How Scripted Uses Scripted to Outsource Written Content
- 1. How Scripted Uses How we scale our own content initiatives with a small team The new way to create original content
- 2. Who We Are Eric MacColl Marketing Director eric@scripted.com Nicole Karlis Content Strategist nicole@scripted.com The new way to create original content
- 3. What We’re Covering 1. Setting goals for your content marketing. 2. Determining what content to outsource. 3. Order high-quality content through the Scripted dashboard and the WordPress plugin. The new way to create original content
- 4. WHY YOU’RE HERE! Writing is hard. You don’t have time. You don’t have the resources. The new way to create original content
- 5. You Want to Succeed Drive more leads and sales Educate customers Create thought leadership Offer valuable content The new way to create original content
- 6. What Are Your Content Goals? The new way to create original content
- 7. Knowing What to Write Awareness Validate Close The new way to create original content
- 8. Develop Topics + Themes November: Audience Development December: Content Planning January: Content & Sales The new way to create original content
- 9. Timeline Editorial calendar meeting/brainstorm Order Content on Scripted 3 weeks The new way to create original content Edit, add images, links, formatting Publish articles!
- 10. Outsourcing Content The new way to create original content
- 11. The Pyramid of Written Content Thought Leadership Long-Form Trends/Newsworthy Evergreen The new way to create original content Ideas, research, and theme must come from internal team, CEO, founders. Expand/Edit piece can be outsourced. White Papers and ebooks can be outsourced, but require more outlines and structure from brands. Responding to news is essential. Outsource for latest trends; day-of responses need quicker turnaround. Most content can be written and researched by outsourced writers.
- 12. How to Use Scripted Dashboard Let’s take a tour! The new way to create original content
- 13. Results from Using Scripted The new way to create original content
- 14. Build Our Distribution The new way to create original content
- 15. Build Our Distribution The new way to create original content
- 16. Interview Thought Leaders The new way to create original content
- 17. Grow Your Subscribers 35% growth per month The new way to create original content
- 18. Better SEO + Indexing The new way to create original content
- 19. Better SEO + Indexing The new way to create original content
- 20. Summary/Conclusion! 1. It saves us time. 2. It helps us focus on higher-level goals. 3. It allows us to focus more on promoting content. Using Scripted is an essential tool to our content program. The new way to create original content
- 21. Contact Eric MacColl eric@scripted.com Nicole Karlis nicole@scripted.com @getscripted The new way to create original content
Notas del editor
- Introduction
- What we’re covering.
- [POLL ON CONTENT TEAM SIZE]ERIC: Writing well is a skill and talented writers can make the most simple ideas into compelling stories. Many of us marketers know what we need to write about, we know who our clients are and what content is valuable to them. However, we have a lot of responsibilities and spending a few hours each day writing is not something that we have time to do.NICOLE: So why are we here today? You’re obviously interested in learning more about how you can manage and execute your content strategy as seamlessly as possible. You might be feeling overwhelmed with limited resources, but if you are on a small content team that doesn’t mean you can’t have big and rewarding results.
- NICOLE: Well, we want you to succeed. Here at Scripted, Eric and I are the only ones who manage Scripted content and the Scripted blog. Even though we’re a small team, we manage to post content on the blog at least once a day, expert interviews once a week and create syndication partnerships, in addition to publishing guest blog posts on various publications to reach a wider audience. We still do all of this and focus on higher level marketing goals such as customer acquisition, driving leads, promoting our content across the right channels, and interviewing thought leaders. We don’t have a large content team because we outsource a majority of our content – and we’re going to discuss how we use our own platform specifically today. [POLL ON CONTENT GOALS – Thought leadership, traffic, leads, educate?
- Eric on goals: change to that slide on your new blog post that covers goals based on stages of content level.Creating content and promoting your content can be time consuming, so understand what it is that you’re trying to achieve. Your goals will also be determined by what stage you are with your content development. For brands just getting started in content marketing, focus more on engagement and awareness before tying your efforts to revenue. If you already have a high volume of traffic, you may be less concerned with engagement and more focused on having that audience convert. Either way, set realistic goals with your team before investing in content.At Scripted, we decided to focus first on building an audience, growing our reach, and building our subscriber base. This will probably be our primary focus over the couple of months as we continue to educate our clients on content writing and content marketing.
- When you’re getting ready to scale your brand’s content, you need to figure out what do you need to create? Are you trying to build out a ton of early stage content such as topical blog content? Or do you need to clarify what makes your product different from your competitors? Or, are you getting customers through the funnel, but you need to build out more case studies and white papers?
- NICOLEAfter understanding what type of content you want to focus on, you need to brainstorm content themes, topics, and titles. Setting weekly, monthly or quarterly themes are a great way to streamline your content and keep you organized. They also help you join industry conversation and help you think of specific topics more narrowly so you never run out of story ideas. Here at Scripted we have monthly themes. As you can see here these are some of our themes and examples of articles we wrote in January. [POLL: Do you have a content calendar or editorial calendar?]
- NICOLE: The way this process works is we get together about 2 and half weeks before the next month to discuss the theme and story ideas. From there, we develop every story idea and article we’re going to publish the following month and it only takes about an hour or two.
- NICOLE: So you’ve decided what your goals are, where you need to create content, and what the topics are for your blog posts/white papers/tweets, etc. Now it’s time to figure out how the heck you’re going to get this all written.What we also do in this meeting is decide what we’re going to outsource and what we’re going to keep in-house. We outsource about 70 percent of our content and keep 30 percent of it in-house. So how do we decide what to outsource and what to keep in-house?
- That’s where the pyramid of written content comes in. Each month - or however long your content cycle lasts- you have to maintain a healthy balance of content. The hypothesis behind the pyramid is the more involvement and effort your content requires, the higher your return on investment is. So let’s start at the base of the pyramid.POLLS? Evergreen content is a necessity because it answers basic questions and it’s engaging. While it’s the biggest bulk of content you’ll create, it shouldn’t be the most involved content to create. So with that being said, you should outsource all of it. Newsworthy/trend content – that’s more responsive and timely. It’s more relevant and time sensitive, but not necessarily longer. It keeps you in the conversation and contributes to thought-leadership and participating in industry conversation. Even though it’s time sensitive, that doesn’t mean you can’t outsource. You can have a few articles in the pipeline to be ready the day-of in case industry news breaks. For example, order a post or two on the history and build-up of Google’s algorithm changes, so next time there’s a change you just have to write what the changes are and how that related to your audience because you already have the background information prepared for you. Trending content is best for outsourcing content as you’re covering relevant themes. However, if you need to respond to day-of news, you can write a shorter response in-house, and a longer and more researched piece that can be written with the help of outsourced writers. Quick turnaround time: Sunil’s response to the Odesk vs. Elance mergerTrend repsonse: Google authorship, or prepare research ahead of time.Long-form content are longer, more in-depth pieces of content. They provide more value to the reader due to the information provided – for example interviews and case studies are part of their tier. These can also be recycled and segmented and re-used for shorter pieces of content. If you’re doing an interview, you or whoever is in charge of your content will conduct the interview, but you can always outsource the audio file to be transcribed (which is what we do with Castingwords) and then outsource the written transcription to Scripted writers to pull out quotes and write a story around it. Thought-leadership. As Jay Z would say, this is the holy grail of content. These pieces of content – which can range from ebooks to data-driven articles – take the most time and research to put together. With that being said, like long-form content you can always outsource the research and general background for the piece of content. Or if it’s research you’ve conducted internally, you can outsource that to our writers to write an article about. It’s hard to outsource communications with clients or partners – that’s a personal relationship that your brand builds. State of the Union plug with President Obama.
- Alright, let’s get started on how to get all of this content created. Let’s turn your editorial calendar into original content. TourHave our content calendar, time to order content. (show our create a job tab)Current Jobs (theme is simple and doesn’t take a lot of time, be specific, upload guidelines, brand guidelines, show by example)Finished Jobs (review in dashboard, or if you have a Wordpress CMS, you can have your content directly uploaded to your blog or website. Just create a draft and edit or publish!)Social media posts? FB?Edits (remember to highlight in-line edited, webinar tomorrow will go over this in more detail)Wordpress (done)As you noticed throughout our tour we used the Scripted Wordpress plugin. It’s an incredibly useful tool if WordPress is your blog’s CMS. First it eliminates the whole copy and paste act from your process. It will create a finished draft for you right in your content management system. 2. You can also review, accept and submit edits right in WordPress. 3. Overall makes managing outsourced content a very simple and organized process. We have a blog post on how to download it and use its features which we’ll provide you all with in an email later today or tomorrow. PublishedPromoted
- Using Scripted allows us to focus on bigger items and strategies.
- Using Scripted allows us to focus on bigger items and strategies. One large part of your strategy should be reach and awareness. Build your syndication partners and guest blogging network.Syndication partnerships + results from exposure (ROI blog)
- Using Scripted allows us to focus on bigger items and strategies. One large part of your strategy should be reach and awareness. Build your syndication partners and guest blogging network.Syndication partnerships + results from exposure (ROI blog)
- Have time to interview thought leaders
- Grown subscriber rate.Posting new articles on a regular basis means that you have a more engaged audience. You can also leverage these posts in a weekly newsletter. Our current newsletter has grown at a rate of 35% per month.
- Grown subscriber rate
- Grown subscriber rate
- Add contact info?
- Add contact info?