Download Content Marketing Secrets from Modern Marketers

Content Marketing Secrets
from Modern Marketers
A collection of content marketing advice from experts
Content Influencer series.
The Current State of Content
Content marketing has become one of the most popular marketing buzzwords to
date. Whether content marketing is a fad or not is unclear, but one thing is for sure:
high quality, original content is vital to any marketing strategy.
Original content can help brands improve their credibility, raise awareness, create
trust with customers, drive traffic, and ultimately generate high-quality leads. At
Scripted, we believe at the core of any marketing strategy is relevant and quality
interviewing Content Influencers about
curated the most valuable secrets from this select group of marketers. Enjoy!
Captora
On thought leadership
like to create a wide funnel to attract
people through thought leadership. By
covering general marketing topics like
content marketing, demand generation, and
inbound marketing, I can help marketers
be better at their job, in hope that they will
trust us and eventually become a customer.
It is also important to map content to your
funnel so that you have content that is
Dayna Rothman
Director of Content
applicable to your customers at each step in
their buying journey
The eBook Process
I write eBooks I make them as easy to understand as possible
bullets
headings, lists,
then do multiple rounds of editing. If a subject matter expert is used, I will send
the ebook to them to make sure I have the content right, then send it to design. Then once
sense and the ebook is templated properly. Lots of review is the key to success
Content from Captora:
Captora Blog
Captora Content Marketing Resources
Atomic Reach
On connecting with your
audience
our audience it really is around content
that speaks to them about making their
content creation experience better. We do
a lot of things around how to create better
audience centric content. How to write to the
level of sophistication of your audience? How
Ira Haberman
Director of Marketing
themes of our thought leadership position on
content marketing, blogging, audience and
content creation all resonate with our
audience
have too much content, instead of
we have enough content
honing in on the appropriate content for the audience
Content from Atomic Reach:
Atomic Reach Blog
Atomic Reach Resource Hub
42 Floors
On content for lead gen
We have an education center in which
case we get a good chunk of our content
from brokers who voluntarily ask to write
articles to be in the education center. We
give them exposure and linkage, and how
to show their domain expertise in
Bernard Huang,
commercial real estate. It also helps build
Growth Hacker
office space? Should you go with a broker,
should you not go with a broker?
What defines rentable square feet
footage as opposed to available square
footage? How do you negotiate your
Content from 42 Floors:
Real Estate Education
lease? What things you have to look out
for if you're trying to build out your
42 Floors Blog
space versus getting the landlord to
build it out
That content is a lot more commercial real estate specific, in which case, we've had
that around for a while. Our current plan is to expand that and make it into an ebook which we can use it as a lead-generation tactic."
LearnVest
On measuring content
looking at the number of new unique visits
Carries Sloan
numbers
Editor-in-Chief
On the most valuable content for readers
personal stories of seeing how other people are struggling with money, or
it. The other thing that I can point to is
contrast
white; and thinking about
Content from LearnVest:
Learnvest Life & Money Blog
Learnvest Knowledge Center
Zendesk
On the future of content
still hyper-focused on quality. We
feel comfortable publishing less, as
content. Especially now that I feel like
really good content, evergreen content
Monica Norton
Senior Director of Content Marketing
out there already
Analytics and Content
have an analytics team in marketing, which is really helpful, so they can help
future.
Content from Zendesk:
Zendesk Resources
Zendesk Blog
GeckoBoard
On your customers
We talk to customers every single day.
We have regular conversations on Skype,
which is a big part of my role. I try to talk to
as many customers as possible to
understand what they like about us, what
Sofia Quintero
Growth Firestarter
What are the stories around the product, how we can help them in different ways?
Is this
going to be helpful for anybody, is it going to be insightful, is it going to change
Content from Geckoboard:
Geckoboard Blog
Geckoboard Resources
Uberflip
On the importance of
headlines
took a page out of
book. They do
this 25 headlines exercise and they brainstorm
25 headlines for every post. So we do the
same. We meet every Friday and throw out
ideas for upcoming posts, webinars and
Hana Abaza
Director of Marketing
eBooks. The first time it took forever
Number one: Figure out your goal and what you want to try and get out of it. Most
companies know they want to use it as an acquisition channel.
Be realistic. In the first six months of launching you should write the most
to attract visitors and retain them
Content from Uberflip:
Uberflip Hub
Content Marketing Hub
Creative Market
On advice for growing
traffic for your blog
start driving traffic to your blog right
away. Start out by building
relationships with other bloggers
and writers in your space. Ask them
to mention your site or content on their
Zack Onisko
Chief Growth Officer
blog. See what you can do to write on
their blog or ask them to write on your
blog
Finally, optimize the content in the
body of your post so that when people
read the headline and view the shared
image in their feed, they are compelled
to re-share it. Over time, if you are
carefully monitoring your experiments
your hard work and your traffic will
compound and grow
Content from Creative Market:
Creative Market Blog
On the biggest challenge
I think the challenge is coming up with
fresh, new, interesting content. I think at
Storefront
On making your content
stand out
keep it fun, personal and passionate, as
well as helpful.
people, but simply provide the
Tristan Pollack,
Co-Founder/COO
in the content and product to make it easier
stories of our members and how they have
evolved. When we launched the Storefront site in March of 2013, we had renters and
space owners, but they were in a different place.
Now we can share how our members have used Storefront to sell their products
better, connect with their customers, and growth their business.
Content from Storefront:
Storefront Blog
Storefront Success Stories
Udemy
Our blog content is, in essence, lead generation for our paid online courses. We
capture email addresses on the blog and provide opportunities for users to
click over to relevant paid courses.
We look for a three month pay back on our blog content. Basically, three months
after we publish the blog posts we want the leads we capture from our blog posts
to cover the cost of creating the blog posts.
On driving ROI
Any content
sales and drives users
approach to how we think about our content
development. For instance, we might write a
piece of content about Excel formulas. I want to
able to promote our content, our long form
courses for pay.
Content from Udemy:
Udemy Blog
Archie Abrams
Director of Growth
Andy Smith
On defining quality content
Every audience has different goals or different
definitions. It's a danger to try to apply the rules of
one audience against another.
Quality can be one of those things where people
can spend a lot of time delivering too high quality
content to an audience that doesn't go appreciated.
Maybe they aren't able to deliver enough content.
Andy Smith
Author
The Dragonfly Effect
Top 10 lists, generally people
click on them. There's
You can overemphasize quality, but each
something in there. I find,
publisher would do well if they try to understand
probably, one every couple of
-- just as they understand what their audiences'
days that I actually bookmark.
needs are, in terms of problems that they solve -
The fact that people have this
- what their expectations are for the content
almost pre-chewed content
they receive.
out there, that doesn't make it
poor, by definition. It's a
question of how you present it,
Content from Andy Smith:
The Dragonfly Effect
and how you blend it
Tablo
On B2B companies
writing about their industry or
their market to boost their own profiles and
generate leads. Publishing a book makes
someone an expert in their field. One thing we
Ash Davis,
see a lot is people using a book as a lead
generation tool, so when you type in a topic, it
Founder
Amazon result for your book. People find the
On the future of selfthink
. I think the entire publishing model is going to be flipped around. It
then get rejected, and then have small commissions for someone else to sell your
.
start publishing the day you start writing. People will start reading and following
Content from Tablo:
Tablo Website
Outbrain
launched is an email newsletter called
trending and different aspects of the content marketing industry.
sharing really interesting industry trends,
On trends in content
distribution
One trend is that consumers really are
embracing this notion of discovery at the
bottom of the article. I think the second
major trend, is that a lot of publishers are
Greg Freishtat
SVB Strategic Alliances
starting to look at content marketing
outside of the historical Outbrain widget, so
folks like Slate.com, they have a really
Content from Outbrain:
Outbrain Blog
pervasive than simply at the bottom of the
Canva
On leveraging content
as education
of our marketing is centered
around education. There are a lot of
people who want to learn graphic design,
and are keen to improve their social
media skills. Sharing tips and tricks that
are useful to users helps to get Canva
Zach Kitschke
Head of Communications
out into the world, but also provides
great value to our users
We also invest a lot of energy into our weekly design tutorials
and blog content. We write about topics that interest our
audience, including social media, marketing and graphic
design
Content from Canva:
Canva Blog
99designs
On building a community
are always trying to create content that
can continuously be circulated for the
inspiration or education of the community. We
want designers to be referring one another
to blog content for help
in our support of
ourselves, as well. We also want the designers
we feature on the site to feel excited and
proud of their own work and participation on
Kaitlyn Ellison
Editor
the site, so any time a designer we featured
gets excited or shares their article with friends,
strategy is about figuring out what our on-site community needs most, and
creating it for them. We have almost 300,000 designers on the site so naturally there
are a lot of different kinds of designers with different levels of experience. Our goal is
to provide them with educational resources and inspiration regardless of what
Content from 99designs:
99designs Customer Blog
99designs Designer Blog
original content.
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