THE TOOLS YOU NEED TO BE A BETTER CONTENT MARKETER YOUR HOSTS Director of Content & Social Media Tasia Potasinski Influence & Co Content Marketing Manager at Scripted, Inc Tweet: @MayaSLuke Tweet: @tasiapotasinski #ContentTools16 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 writers in their industry The Problem Big content goals, small team #1 CHALLENGE FOR MARKETERS “CREATING ENGAGING CONTENT” The Solution? Become an efficient content marketer Succeeding in Content Marketing + TRUST = TOP-OF-MIND
 MARKETING OPPORTUNITY 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 External Content [Insert survey on ready talk] • How much content you produce per month? • 0-1 • 2-5 • 6-11 • 12+ To Brainstorm To Write To Edit To Distribute • Webinars • Twitter chats • Videos • SlideShare To Spice Up Your Content To Publish To Track Data/Analyze One more survey question! • What is the biggest barrier to creating content? • Budget • Team size/capacity • Finding the right expertise • Topic ideation Writing high-quality content consistently is hard… But you don’t have to it all yourself Tools for Saving Time + Money Once Your Content Is Created 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 » Yoast settings: Use WordPress as a cheat sheet! ...YOUR HOSTS Director of Content & Social Media Tasia Potasinski Influence & Co Content Marketing Manager at Scripted, Inc Tweet: @MayaSLuke Tweet: @tasiapotasinski #ContentTools16 Matt Kamp... company is an ideal solution to the problem External Content Create Mini Campaigns The Key to Streamlining and Improving Content Creation Creating Effective Content It Starts With You — Share Your... 12+ To Brainstorm To Write To Edit To Distribute • Webinars • Twitter chats • Videos • SlideShare To Spice Up Your Content To Publish To Track Data/Analyze One more survey question! • What is the