Do you have big content goals, but only a small team? No problem. With a better understanding of how to create engaging content and the keys to streamlining the process, your team can start building an effective content machine in no time. On Thursday, February 18 join Ryan Buckley, Co-Founder and Head of Partnerships at Scripted, and Matt Kamp, Director of Strategic Partnerships at Influence & Co. to learn how to build a content machine in your company, while also getting an inside look at how these two companies create and distribute content. Specifically, this webinar will cover: - Tips and tricks on how to be a successful content marketer, regardless of budget or team size - How to grow your team without needing to hire more - Surprising tools you may not know you have at your disposal - and more!

1. THE TOOLS YOU
NEED TO BE A
BETTER CONTENT
MARKETER

2. Director of Content & Social
Media
Influence & Co.
Tweet: @MayaSLuke
#ContentTools16
Tasia Potasinski
Content Marketing Manager at
Scripted, Inc.
Tweet: @tasiapotasinski
YOUR HOSTS

3. Ryan Buckley, Co-Founder
and Head of Partnerships at
Scripted, a content creation
platform that connects
companies to the best
writers in their industry.
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.

4. The Problem
Big content goals, small team

5. CHALLENGE FOR
MARKETERS#1“CREATING ENGAGING CONTENT”

6. The Solution?
Become an efficient content marketer

7. + =
TRUST TOP-OF-MIND
MARKETING
OPPORTUNITY
Succeeding in Content Marketing

8. Top of the Funnel
Awareness
Content Marketing Funnel
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
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
Bottom of the Funnel
Decision

9. External Content

12. Create Mini Campaigns

13. The Key to Streamlining and
Improving Content Creation

14. Creating Effective Content
It Starts With You — Share Your Knowledge

15. PROCESS = SAVING TIME
CONTENT
STRATEGY
KNOWLEDGE
EXTRACTION
CONTENT
CREATION
PUBLICATION
& DISTRIBUTION

16. • Value Proposition
• Competitive Analysis
• Brand Voice
• Personas
• Pain Points (i.e. topics)
• Mediums of Distribution (Hint: work backwards)
• Goals/Metrics
Elements of a Document
Content Strategy

17. THE DIFFERENTIATING
FACTOR
PASSION/
CUSTOMER
PAIN POINTS
KNOWLEDGE/
SKILL
DIFFERENTIATING
FACTOR

18. To Harness Your Company’s
Expertise: Knowledge Banks
1. Update it regularly.
2. Keep your audience in
mind.
3. Crowdsource the
knowledge.
4. Organize your info by
category & keyword.
5. Make it accessible.

19. Tools for Saving Time + Money
While Scaling Content Creation

20. A WELL-ROUNDED
CONTENT TEAM
CONTENT
STRATEGIST
SUBJECT MATTER
EXPERTS
CONSUMABLE
EDITOR
DISTRIBUTION
SPECIALIST

21. What editors of the top publications had to say:

22. 92% of editors prefer contributed
content from industry experts and
leaders over journalists.

24. Quote from 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.”
— Editor surveyed in the State of Contributed Content Report

25. I’M HERE TO HELP
To download the resources I mentioned, visit
www.influenceandco.com/resource-library.
Tweet your questions to me: @theMattKamp.
Connect with me on LinkedIn.
Email me at matt@InfluenceandCo.com.

26. Ryan Buckley, Co-Founder
and Head of Partnerships at
Scripted, a content creation
platform that connects
companies to the best
writers in their industry.
@rbucks

27. [Insert survey on ready talk]
• How much content do you produce per month?
• 0-1
• 2-5
• 6-11
• 12+

29. To Brainstorm

30. To Write

31. To Edit

32. To Distribute
• Webinars
• Twitter chats
• Videos
• SlideShare

33. To Spice Up Your Content

34. To Publish

35. To Track Data/Analyze

36. One more survey question!
• What is the biggest barrier to creating content?
• Budget
• Team size/capacity
• Finding the right expertise
• Topic ideation

37. Writing high-quality content
consistently is hard…

38. But you don’t have to do it all
yourself.

39. Tools for Saving
Time + Money
Once Your
Content Is Created

40. » 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
» Yoast settings: Use WordPress as a cheat sheet!
SEO Checklist