how to scale brand storytelling
DESCRIPTION
It’s getting more difficult for brands to share their stories with their audiences. Brands have been sharing their stories for centuries, but the number of platforms to share content across is vastly greater than just radio and television. On May 8th, Scripted’s CEO, Sunil Rajaraman, and Percolate’s VP of Business Development, Shik Sundar, discussed how modern marketers are addressing these challenges and the most effective ways to scale your storytelling.TRANSCRIPT
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HOW TO SCALE YOUR
STORYTELLING
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1.0 STORYTELLING
Why Original Storytelling Matters
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1.1 GOALS
Brand Storytelling Goals
Brand AwarenessCustomer AcquisitionCustomer Retention
Engagement
B2B B2C
Brand AwarenessLead Generation
Customer AcquisitionThought Leadership
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1.2 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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1.3 SUCCESS
Success for Scripted’s Content
EngagementQualified Leads
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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 Guideline
s
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? T
hought-leadership
Long-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
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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 GONE WRONG
How Scaling Can Go Wrong
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4.1 SCALING GONE WRONG
Create Original Content With Organic Links
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5.0 SCALING SYNDICATION
Scaling Syndication
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5.1 SCALING SYNDICATION
Syndication Is Key To Growth
Brand Website
Brand Social Media
SponsoredSocialMedia
Syndication
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6.0 GUEST POSTS
Scaling Guest Posts
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6.1 GUESTS POSTS
Have Exclusive Content Ready
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7.0 CONTENT TEAM
Scaling Your Content Team
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7.1 CONTENT TEAM
Current State of Content Teams
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.
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7.2 CONTENT TEAM
Strategy, Writing, and Editing Are Different
Planning
Writing
Editing
Publishing
Promoting Content strategists
needs to focus on core audience and maintain editorial calendar.
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8.0 MESSAGING
Scaling Your Message
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8.1 MESSAGING
How To Scale An Integrated Message
YOUR BRAND
LATE STAGEMID STAGEEARLY STAGE
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8.2 MESSAGING
Brand Style Guide
