How to Create Quality Content & Measure Its Success
-
Upload
scriptedcom -
Category
Marketing
-
view
200 -
download
0
description
Transcript of How to Create Quality Content & Measure Its Success
![Page 1: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/1.jpg)
SCRIPTED.COM
HOW TO CREATE QUALITY CONTENT
& MEASURE ITS SUCCESS
SCRIPTED.COM & SIMPLEREACH
SCRIPTED.COM
![Page 3: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/3.jpg)
SCRIPTED.COM
1.1 STORYTELLING
Why Original Storytelling Matters
![Page 4: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/4.jpg)
SCRIPTED.COM
1.2 GOALS
Brand Storytelling Goals
Brand AwarenessCustomer AcquisitionCustomer Retention
Engagement
B2B B2C
Brand AwarenessLead Generation
Customer AcquisitionThought Leadership
![Page 5: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/5.jpg)
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
![Page 6: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/6.jpg)
SCRIPTED.COM
1.4 SUCCESS
Success for Scripted’s Content
EngagementQualified Leads
![Page 7: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/7.jpg)
SCRIPTED.COM
2.0 SCALING SCRIPTED
Scaling Content With Scripted
![Page 8: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/8.jpg)
SCRIPTED.COM
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%
![Page 9: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/9.jpg)
SCRIPTED.COM
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
![Page 10: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/10.jpg)
SCRIPTED.COM
2.3 SCRIPTED SCALING
What Type Of Content Is Easiest To Scale?
Thought-
leadershipLong-form
content
Newsworthy/trend content
Evergreen content
![Page 11: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/11.jpg)
SCRIPTED.COM
3.0 SCALING IDEAS
Scaling Idea Generation
![Page 12: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/12.jpg)
SCRIPTED.COM
3.1 IDEA GENERATION
Your Brand
Don’t Create Content Just To Create Content
Content Creation
Timing
Your Audience
Know This First:
![Page 13: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/13.jpg)
SCRIPTED.COM
3.2 IDEA GENERATION
Content Manager
Industry Writers
Social Media Employees
Monthly Themes
Customer Stories
FAQ
Industry News
Competitors
GA Keyword
Tool
Editorial Calendar
![Page 14: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/14.jpg)
SCRIPTED.COM
3.3 EMPLOYEE ACTIVATION
EmployeeActivation
“Your greatest stories may not come from marketing.”
Written by a Scripted Engineer15,000+ views
![Page 15: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/15.jpg)
SCRIPTED.COM
4.0 SCALING SYNDICATION
Scaling Syndication
![Page 16: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/16.jpg)
SCRIPTED.COM
4.1 SCALING SYNDICATION
Syndication Is Key To Growth
Brand Website
Brand Social Media
SponsoredSocialMedia
Syndication
![Page 17: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/17.jpg)
SCRIPTED.COM
5.0 GUEST POSTS
Scaling Guest Posts
![Page 18: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/18.jpg)
SCRIPTED.COM
5.1 GUESTS POSTS
Have Exclusive Content Ready
![Page 20: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/20.jpg)
SCRIPTED.COM
7.0 ENGAGEMENT
Engaged time isn’t correlated with social sharing
![Page 21: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/21.jpg)
SCRIPTED.COM
7.1 ENGAGEMENT
Social Drives Scale
![Page 22: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/22.jpg)
SCRIPTED.COM
7.2 ENGAGEMENT
Average Engaged Time per Pageview
![Page 23: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/23.jpg)
SCRIPTED.COM
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
![Page 24: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/24.jpg)
SCRIPTED.COM
8.0 CONTENT DISCOVERY
How do you discover your top 10%
![Page 25: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/25.jpg)
SCRIPTED.COM
8.0 CONTENT DISCOVERY
Identify opportunities on the right network at the right time for greatest efficiencies
![Page 26: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/26.jpg)
SCRIPTED.COM
8.1 CONTENT DISCOVERY
Investing in trending content extends its shelf life, increases earned media, and lowers overall eCPC
![Page 27: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/27.jpg)
SCRIPTED.COM
8.2 CONTENT DISCOVERY
Intelligent amplification promotes social sharing, so you can reach your audience at scale
Organic Traffic Paid Traffic
![Page 28: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/28.jpg)
SCRIPTED.COM
8.3 CONTENT DISCOVERY
Target content to the right audience, in the right channel, at the right time
![Page 29: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/29.jpg)
SCRIPTED.COM
9.0 AUDIENCE
Develop an audience by telling a narrative
![Page 30: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/30.jpg)
SCRIPTED.COM
9.1 AUDIENCE
The full stack for content
![Page 32: How to Create Quality Content & Measure Its Success](https://reader034.fdocuments.us/reader034/viewer/2022050903/540099318d7f728b408b4947/html5/thumbnails/32.jpg)