Penrocket provides professional writing talent and process to inbound marketing agencies that need to produce the highest quality content for their clients.

1. CMB Partner Office Hours
Today’s Presentation: ―Agency
process for creating quality
content‖
With special Guest Reed Overfelt | Square2Marketing
Every Tuesday & Thursday @3pm Eastern
www.contentmarketingblueprint.com
www.contentmarketingblueprint.com

2. What is the CMB
Community?
A team of inbound marketing agencies that sell and deliver services using the Content
Marketer’s Blueprint.
www.contentmarketingblueprint.com

3. Today’s Schedule
15 minutes: Slide Presentation
45 minutes: CMB Partner Open Q&A
www.contentmarketingblueprint.com

4. After the Webinar
Webinar recording, slides and blog article
www.contentmarketingblueprint.com
www.contentmarketingblueprint.com

5. Today’s Question
How can small agencies create quality blog content for their clients?
www.contentmarketingblueprint.com

6. The Secrets
to
Creating
Amazing
Content

7. Let’s face it! Quality content
matters.
Great content needs to be:
 Professionally edited
 Checked for authenticity
 Based on live interviews with
subject mater experts
 Checked for Plagiarism
 Written by experienced industry
writers.
 Checked for spelling & grammar
 Optimized for search and social
media
8
 Checked for readability
Amazing Content Without The Hassle │ www.penrocket.com
© 2013 FullQuota. All rights reserved.
© 2013 Penrocket

8. Content Dos:
•
Focus on your clients target buyer! Create content that speaks directly to their needs, wants and desires.
•
Find the right SME (it’s harder than you think). The right SME understands your client’s market and their
buyer. Use the SME to guide your content with value-added commentary and feedback.
•
Hire a professional writer. While it’s tempting as a marketers to create your own content — don’t! Hire trained writers
who understand how to ask the right questions, summarize and create the content your client’s target buyers want to read.
•
Know your competition. Who are your clients biggest competitors? Decide if you’ll use articles that mention them. What
about reviews or market comparisons? Will you use those?
•
Know your keywords. Use these keywords to guide ―every‖ piece of content you write – period!
•
Use the right tools. The CMB and Social Ears should be considered ―must have‖ tools for identifying content topics. Look
for other tools that can make this process easier and more successful.
•
Show your unique point of view. You’re clients are experts. They have an answer for their buyers’ business
challenges. Share it!
•
Write simply and plainly.
•
Set deadlines, but be flexible. Creating awesome content takes longer than you think. Schedule times with your
SMEs, set deadlines for your writers to write and then leave yourself some time to review them before you send them to your
clients.
9
Amazing Content Without The Hassle │ www.penrocket.com
© 2013 FullQuota. All rights reserved.
© 2013 Penrocket

9. Content Don’ts:
1.
Don’t be boring.
2.
Don’t forget about grammar. It matters. A lot!
3.
Don’t pick a SME who travels or is just too busy to put time and effort into the project.
4.
Don’t forget to schedule time with your SME each week.
5.
Don’t let the SME decide what kind of content to give you. Be clear – you need at least 2 articles a
week on a variety of topics to have impact.
6.
Don’t just wing it – follow your plan! Set clear expectations with all your key stakeholders at the beginning of the
process.
7.
Don’t use content from the same one or two sources. Mix it up! It’s more interesting for your readers.
8.
Don’t just call your documents “Blog #1” or “Cloud Blog #4.” Set up a naming convention that is
straightforward and easy for everyone to understand and use.
9.
Don’t just start the process and then never critique it again. You have to continually tweak it.
10.
Don’t be afraid to try new things. A new headline style or newsletter category will keep things interesting and
fresh.
10
Amazing Content Without The Hassle │ www.penrocket.com
© 2013 FullQuota. All rights reserved.
© 2013 Penrocket

10. Content Ideas:
Tip Sheets: Create a tip sheet that outlines how people could use your clients product or service to help them
with their problem or need. For example, if you're a plumber you could create a tip sheet on ―How to Troubleshoot
a Clogged Drain.‖
Top 10 Industry Trends: Document the 10 latest trends impacting your clients industry this year. Write a short
summary on 10 new industry developments or write what your SME thinks will be the 10 biggest changes to your
client’s industry during the next year.
Checklists: Create a checklist of steps people could take to solve the problem that your client’s product/service
solves. For example, if you’re a moving service, create a packing checklist visitors can download.
Common Questions: Write down the 10 or 20 most common questions and create a tip sheet or guide that
answers each question.
Question and Answers: Go to LinkedIn Groups and find every question and answer that relates to your
clients industry. Compile them into a blog series and an ebook.
Kits of Materials: Compile some of your related guides, tip sheets and blog articles into a compelling
Downloadable Kit offer.
Case Studies: Show off your client’s leading customers and share their successes with future customers. Video
record their testimonials for even more content and to build credibility.
11
Amazing Content Without The Hassle │ www.penrocket.com
© 2013 FullQuota. All rights reserved.
© 2013 Penrocket

11. 9 Steps to Creating AMAZING Content:
Step 1:
Identify one or more subject matter experts (SMEs). This will be the person that
your editors will interview on to write your blogs and whitepapers.
Step 2:
Set up an orientation call with the SMEs to go over the writing process, the types of
content we’ll cover and answer any questions the SME has.
Step 3:
During the orientation call Schedule the first interview with the SME. These
interviews are usually 30-45 minutes long and cover three to five blog topics. They
are held weekly or monthly depending on the volume of posts.
Step 4:
2-3 days before the interview, have you editor an email to the SME with a list of the
curated articles and the original blog topics that they will discuss on the interview.
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Amazing Content Without The Hassle │ www.penrocket.com
© 2013 FullQuota. All rights reserved.
© 2013 Penrocket

12. Step 5:
Editor and the SME meet for the interview to discuss the curated articles and
original blog topics.
Step 6:
A writer then writes an original blog post using the SME’s commentary and any
relevant secondary sources. They also write the curated blogs, which feature the
SME’s commentary and a summary of the curated article.
Step 7:
A editor edits the blog.
Step 8:
The finished blogs are sent to your customer or account team for approval.
Step 9:
We then rinse and repeat every week or every month!
13
Amazing Content Without The Hassle │ www.penrocket.com
© 2013 FullQuota. All rights reserved.
© 2013 Penrocket

14. Next Session:
rd
Thursday January 23
@3pm
―Creating Consumer-Centric Websites‖
Special Guest: Eduardo Esparza | Market 8
Signup at: www.contentmarketingblueprint.com/webinars
www.contentmarketingblueprint.com