how to scale your content strategy: original and curated content
TRANSCRIPT
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Original and Curated Content: How to Scale
your Content Marketing Strategy
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Who We Are
Ryan Buckley, Scripted.com co-founder & Head of Partnerships
[email protected] [email protected]
Gabe Bevilacqua, Rallyverse co-founder & COO
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The Content Marketing ChallengeBe relevant to your audience and your brand:…multiple times per day,…on multiple networks, …for multiple accounts,…with finite resources.
In a word:
Scale
Two Strategies To Scale:
Use Curated Content
Maximize Original Content
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Use Curated Content
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What is curation?
For content marketers, curation means assembling content around your brand and the
themes and topics that matter to you.
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That means:
Sharing and posting third-party content
alongside your original content to
fill out your content calendar — and
keep your audience engaged.
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Brand’s Original Content
Algorithm reviews thousands of sources to create content
recommendations from publisher-approved, fair-use sources, all tuned
to your marketing objectives
Popular 3rd-Party Content
Trending Social Network Content
How Rallyverse Handles Curation
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Why does Curated Content Work?
1. Allows you to participate in a broader discussion
2. Adds surface area to your brand
3. Allows you to meet expectations of your audience
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Our data shows that marketers big and small rely on curated content – for over half their
social media posts
Source: Rallyverse research, June 2014
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Content Curation best practices:
Honor your brandUse proper attribution
Add your voice and POV
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Maximize Original Content
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You’ve spent time, effort and maybe money to create original
content.
Make sure that you’re getting the most out of that investment.
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That means:
Don’t be shy about posting your original content to
social media more than
once.
Brand’s Original Content
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Why Reposting Original Content Works?
Opportunity to capture different audience segments at different
times
Same content is relevant in different contexts
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Our data shows that you can post the same URL more than once to social media without a
decline in clicks:
Source: Rallyverse research, July 2014
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Reposting best practices:
Focus on Evergreen ContentBe Relevant
Adapt Messaging And Delivery
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Why Original Storytelling Matters
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Brand Storytelling Goals
Brand AwarenessCustomer Retention
Customer AcquisitionEngagement
B2B B2C
Brand AwarenessLead Generation
Customer AcquisitionThought Leadership
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How Do You Define Success?
Web TrafficDirect Sales
Social Media SharingQualitative Feedback from
CustomersSEO Ranking
Time Spent on WebsiteB2B B2C
Web TrafficSales Lead Quality
Social Media SharingSales Lead Quantity
SEO RankingTime Spent on Site
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Success for Scripted’s Content
EngagementQualified Leads
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Scaling Content With Scripted
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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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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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Efficiency of External Writing Teams
Editorial Calendar
Submit Guidelines
Content Written
Review Content
Publish/Promote
Measure
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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Original Content That Is Easiest To ScaleThought-
leadershipLong-form
content
Newsworthy/trend content
Evergreen content
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Idea Generation
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Your Brand
Don’t Create Content Just To Create Content
Content Creation
Timing
Your Audience
Know This First:
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Content Manager
Industry Writers
Social Media Employees
Monthly Themes
Customer Stories
FAQ
Industry News
Competitors
GA Keyword
Tool
Editorial Calendar
