how to create quality content & measure its success
DESCRIPTION
For many content marketers, the return on investment (ROI) from blog content isn’t as obvious as a click-to-conversion, but its success can be measured in other ways. On June 19, Sunil Rajaraman (CEO, Scripted) and Edward Kim (CEO, Simple Reach) discussed the following with actionable take-home learnings: • How to scale you storytelling • Defining “high-quality content” • Metrics content marketers should pay attention to • How to measure content’s successTRANSCRIPT
SCRIPTED.COM
HOW TO CREATE QUALITY CONTENT
& MEASURE ITS SUCCESS
SCRIPTED.COM & SIMPLEREACH
SCRIPTED.COM
SCRIPTED.COM
1.1 STORYTELLING
Why Original Storytelling Matters
SCRIPTED.COM
1.2 GOALS
Brand Storytelling Goals
Brand AwarenessCustomer AcquisitionCustomer Retention
Engagement
B2B B2C
Brand AwarenessLead Generation
Customer AcquisitionThought Leadership
SCRIPTED.COM
1.3 DEFINE SUCCESS
How Do You Define Success?
Web TrafficSocial Media Sharing
Time Spent on WebsiteDirect Sales
Qualitative Feedback from Customers
SEO RankingB2B B2C
Web TrafficSales Lead Quality
Social Media SharingSales Lead Quantity
SEO RankingTime Spent on Site
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1.4 SUCCESS
Success for Scripted’s Content
EngagementQualified Leads
SCRIPTED.COM
2.0 SCALING SCRIPTED
Scaling Content With Scripted
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2.1 SCRIPTED SCALING
Small Team, Big ContentTeam• Content Manager
Volume• 50+ pieces of content
published per month
Content• Blog Posts• Guest Posts• White Papers• Slideshares• Webinars
Content Creation
Scripted Writers
In-House20%
80%
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2.2 SCRIPTED SCALING
Efficiency of External Writing Teams
Editorial Calendar
Submit Guidelines
Content Written
Review Content
Publish/Promote
Measure
Plan content 4 weeks in advance
30+ pieces of content written in 5 to 10 days
3 to 5 days of review and editing
Promote across relevant channels immediately
Measure and optimize
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2.3 SCRIPTED SCALING
What Type Of Content Is Easiest To Scale?
Thought-
leadershipLong-form
content
Newsworthy/trend content
Evergreen content
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3.0 SCALING IDEAS
Scaling Idea Generation
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3.1 IDEA GENERATION
Your Brand
Don’t Create Content Just To Create Content
Content Creation
Timing
Your Audience
Know This First:
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3.2 IDEA GENERATION
Content Manager
Industry Writers
Social Media Employees
Monthly Themes
Customer Stories
FAQ
Industry News
Competitors
GA Keyword
Tool
Editorial Calendar
SCRIPTED.COM
3.3 EMPLOYEE ACTIVATION
EmployeeActivation
“Your greatest stories may not come from marketing.”
Written by a Scripted Engineer15,000+ views
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4.0 SCALING SYNDICATION
Scaling Syndication
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4.1 SCALING SYNDICATION
Syndication Is Key To Growth
Brand Website
Brand Social Media
SponsoredSocialMedia
Syndication
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5.0 GUEST POSTS
Scaling Guest Posts
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5.1 GUESTS POSTS
Have Exclusive Content Ready
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7.0 ENGAGEMENT
Engaged time isn’t correlated with social sharing
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7.1 ENGAGEMENT
Social Drives Scale
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7.2 ENGAGEMENT
Average Engaged Time per Pageview
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7.3 ENGAGEMENT
To fully optimize social, you must identify content with the greatest potential to
trend
ARTICLES REFERRALS10% 90%
THE TOP 10% OF CONTENT DRIVES 90% OF TOTAL SOCIAL TRAFFIC
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8.0 CONTENT DISCOVERY
How do you discover your top 10%
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8.0 CONTENT DISCOVERY
Identify opportunities on the right network at the right time for greatest efficiencies
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8.1 CONTENT DISCOVERY
Investing in trending content extends its shelf life, increases earned media, and lowers overall eCPC
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8.2 CONTENT DISCOVERY
Intelligent amplification promotes social sharing, so you can reach your audience at scale
Organic Traffic Paid Traffic
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8.3 CONTENT DISCOVERY
Target content to the right audience, in the right channel, at the right time
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9.0 AUDIENCE
Develop an audience by telling a narrative
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9.1 AUDIENCE
The full stack for content
