How to Scale Your Content Strategy: Original and Curated Content
•Descargar como PPTX, PDF•
2 recomendaciones•2,152 vistas
Due to the rise in content marketing, many are depending on content efforts — like a regularly publishing to company blogs, creating eBooks and more — to drive leads and traffic. But without a team of in-house writers, how can marketers consistently scale their strategies? Ryan Buckley, Cofounder of Scripted, and Gabe Bevilacqua, Founder of Rallyverse, discuss how marketers can scale their content strategies through original and curated content. This presentation covers: • Why scaling your strategy is important in content marketing • How to scale your strategy with original content • How to use curated content to build your brand and community • How to optimize your distribution and traffic acquisition from your content assets
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Similar a How to Scale Your Content Strategy: Original and Curated Content
Similar a How to Scale Your Content Strategy: Original and Curated Content (20)
Más de Scripted.com
Más de Scripted.com (20)
Último
Último (20)
How to Scale Your Content Strategy: Original and Curated Content
- 1. Original and Curated Content: How to Scale your Content Marketing Strategy SCRIPTED.COM SCRIPTED.COM
- 2. Who We Are Ryan Buckley, Scripted.com co-founder SCRIPTED.COM & Head of Partnerships ryan@scripted.com Gabe Bevilacqua, Rallyverse co-founder & COO gabe@rallyverse.com
- 3. The Content Marketing Challenge Be relevant to your audience and your brand: …multiple times per day, …on multiple networks, …for multiple accounts, …with finite resources. 3
- 4. In a word: Scale
- 5. Two Strategies To Scale: Use Curated Content Maximize Original Content
- 6. Use Curated Content SCRIPTED.COM
- 7. What is curation? For content marketers, curation means assembling content around your brand and the themes and topics that matter to you. SCRIPTED.COM
- 8. SCRIPTED.COM That means: Sharing and posting third-party content alongside your original content to fill out your content calendar — and keep your audience engaged.
- 9. How Rallyverse Handles Curation Popular 3rd-Party Content SCRIPTED.COM Brand’s Original Content Trending Social Network Algorithm reviews thousands of sources to create content recommendations from publisher-approved, fair-use sources, all tuned to your marketing objectives Content
- 10. Why does Curated Content Work? 1. Allows you to participate in a broader SCRIPTED.COM discussion 2. Adds surface area to your brand 3. Allows you to meet expectations of your audience
- 11. Our data shows that marketers big and small rely on curated content – for over half their social media posts Source: Rallyverse research, June 2014 SCRIPTED.COM
- 12. Content Curation best practices: Honor your brand Use proper attribution Add your voice and POV SCRIPTED.COM
- 13. Maximize Original Content SCRIPTED.COM
- 14. You’ve spent time, effort and maybe money to create original content. Make sure that you’re getting the most out of that investment. SCRIPTED.COM
- 15. SCRIPTED.COM That means: Don’t be shy about posting your original content to social media more than once. Brand’s Original Content
- 16. Why Reposting Original Content Works? Opportunity to capture different audience segments at different times Same content is relevant in different contexts SCRIPTED.COM
- 17. Our data shows that you can post the same URL more than once to social media without a decline in clicks: Source: Rallyverse research, July 2014 SCRIPTED.COM
- 18. Reposting best practices: Focus on Evergreen Content Be Relevant Adapt Messaging And Delivery SCRIPTED.COM
- 19. Why Original Storytelling Matters SCRIPTED.COM
- 20. Brand Storytelling Goals SCRIPTED.COM Brand Awareness Customer Retention Customer Acquisition Engagement Brand Awareness Lead Generation Customer Acquisition Thought Leadership B2B B2C
- 21. How Do You Define Success? SCRIPTED.COM Web Traffic Direct Sales Social Media Sharing Qualitative Feedback from Customers SEO Ranking Time Spent on Website Web Traffic Sales Lead Quality Social Media Sharing Sales Lead Quantity SEO Ranking Time Spent on Site B2B B2C
- 22. Success for Scripted’s Content Qualified Leads Engagement SCRIPTED.COM
- 23. Scaling Content With Scripted SCRIPTED.COM
- 24. Current State of Content Teams SCRIPTED.COM 44% of B2B marketers say they have a documented content marketing strategy 73% of B2B organizations have someone in place to oversee content marketing strategy.
- 25. Small Team, Big Content SCRIPTED.COM Team • Content Manager Volume • 50+ pieces of content published per month Content • Blog Posts • Guest Posts • White Papers • Slideshares • Webinars Content Creation Scripted Writers In-House 20% 80%
- 26. Efficiency of External Writing Teams Editorial Calendar SCRIPTED.COM Submit Guidelines Content Written Review Content Measure and optimize Measure Publish/Promote 30+ pieces of content written in 5 to 10 days 3 to 5 days of review and editing Promote across relevant channels immediately
- 27. Original Content That Is Easiest To Scale Thought-leadership Long-form content Newsworthy/trend content Evergreen content SCRIPTED.COM
- 29. Don’t Create Content Just To Create Content SCRIPTED.COM Know This First: Your Brand Content Creation Your Audience Timing
- 30. Content Manager SCRIPTED.COM Industry Writers Social Media Employees Monthly Themes FAQ Customer Stories Industry News GA Keyword Tool Competitor s Editorial Calendar
Notas del editor
- Nicole will introduce both Ryan and Todd, who will go deeper into who they are and what they’ll be talking about.
- Presenter: Gabe
- Allow as many idea opportunities to influence your editorial calendar. Don’t limit this process to one content manager or writer. Though you should NOT ignore your competition - use tools like sharedcount to analyze the success of not only your own stories, but benchmark against your competitors (try putting together a draft of this, I can help iterate). I also want to give a primer on Google Keyword planner here.