How To Create Blog Posts Your Readers Will Want To Share
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On January 21, Scripted's Chief Revenue Officer — J.D. Peterson — and InboundWriter's CEO, Skip Besthoff, teamed up to talk about how marketers can make their articles more shareable. From discussing idea generation to debunking common content myths, the two provided actionable ways marketers can get their content ready for their readers to share today.
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How To Create Blog Posts Your Readers Will Want To Share
- 1. SCRIPTED.COM How To Create Blog Posts Your Readers Will Want To Share SCRIPTED.COM
- 2. SCRIPTED.COM Who We Are JD Peterson, Scripted.com SVP of Marketing jd@scripted.com skip@inboundwriter.com Skip Besthoff, InboundWriter CEO
- 3. SCRIPTED.COM InboundWriter – Know Before You Write Our Vision InboundWriter predicts content traffic performance before the content is written, based on the topic and target website Our Software To simplify creating content that engages target audiences and drives superior performance Industry Recognition Our Customers • Content Marketers: enterprises & digital agencies • Launched in Sept ’14; approaching 50 accounts • Commonalities: content and performance
- 4. SCRIPTED.COM According to a recent report 90 percent of B2C organizations use content marketing. Yet only 34 percent of these B2C marketers consider themselves effective. A 66 percent failure rate might work in baseball batting averages, but boardrooms won't tolerate this level of performance for very long. Cold, Hard Reality - Most Content Doesn’t Work
- 5. SCRIPTED.COM New Research - Performance is Driven by Topics • ‘What’ you write about is as, or more, important than ‘how’ you write it
- 6. SCRIPTED.COM A Typical Scenario • A pet e-commerce company has a big investment in online content (4 blogs, 1 to 2 posts / week in each) • The company has explicit content marketing goals, mostly focused on traffic (search, social, referral), engagement and conversion • It knows most content doesn’t work and is looking to improve these metrics • As an example, they wanted to write about: “How Pets Keep Us Healthy”
- 7. SCRIPTED.COM Guesswork is the Status Quo • Nothing on the surface suggests this topic won’t work • However, we know this content would not drive traffic or hit the target audience (thus engage / convert as expected) – People don’t search for ‘how pets keep us healthy’ – The term that will drive the most traffic to this content is ‘healthy pets’; not aligned with the topic • Bottom line: very low probability of success in terms of both traffic and engagement
- 8. SCRIPTED.COM Many Factors Impact Traffic and Sharing How competitive is your website versus the websites publishing on the same topic Competition Does the topic overlap with content already on the target website Uniqueness Is your topic tapping into a large online audienceAudience Size Which terms will drive traffic to that content, and what is the relevancy of those terms to the topic Terms / Relevancy Is your website known for the type of content (text, news, video, etc.) that the target audience seeks Match to Content Types
- 9. SCRIPTED.COM What To Do - Let Data Guide You • By analyzing search / social data you can remove guesswork, generate related topic ideas and hit your objectives
- 10. SCRIPTED.COM Search and Social Clearly Overlap
- 11. SCRIPTED.COM Typical InboundWriter Case Study • B2B Customer; ~350k pg views / mo • Green / Yellow outperform Red by 4.5x (organic), 3.5x (pg views) • Green content – top 10 pages on the site • G / Y vs control group •3.2x in organic •2.6x in pg views
- 12. SCRIPTED.COM Parting Thoughts … • Guesswork will not yield the results you seek • Define goals (traffic, social, engagement, etc.) and create a content strategy based off them • “Measure twice, cut once” (i.e. research is very important) • Measure -> Analyze -> Refine • Give yourself some time – content marketing has a significant ROI but needs 3 to 6 months to kick in (if you’re doing it right)
- 13. SCRIPTED.COM JD Peterson, Scripted.com Chief Revenue Officer @jd_peterson
- 15. SCRIPTED.COM Crow ded Playing Field Inbound Marketing
- 16. SCRIPTED.COM Who Are You Trying To Reach? Inbound Marketing
- 17. SCRIPTED.COM Don’t Create Content Just To Create Content! Content Creation Your Audience What They Value Know This First: Know Your Audience
- 18. SCRIPTED.COM Start With Human Behavior Inbound Marketing
- 19. SCRIPTED.COM Start With Human Behavior Inbound Marketing “The most fundamental component to keep in mind is that when people share content, they are getting some sort of reward for it” http://www.searchenginejournal.com/20-ways-make-content-shareable/114975/
- 20. SCRIPTED.COM The Decision To Share Inbound MarketingShould I? How will this reflect on me? Does it make me look good?
- 21. SCRIPTED.COM What Makes Someone Share? Inbound Marketing • Positive articles are more likely to be shared • People like to share articles that inspire a sense of “awe” • Sharing content is used as a way to establish emotional connections with others • People share content on topics that define who they are and supports their beliefs • People are more likely to share articles they perceive as being from a trustworthy source
- 22. SCRIPTED.COM What Makes Someone Share? Inbound Marketing
- 23. SCRIPTED.COM Be Wary Of The Myths Inbound Marketing
- 24. SCRIPTED.COM CONTENT MYTH #1: WRITTEN CONTENT IS DEAD! IT’S ALL ABOUT THE VISUALS Content Myth #1
- 25. SCRIPTED.COM But Visuals Are Important!
- 26. SCRIPTED.COM CONTENT MYTH #2: THE HEADLINE IS THE ONLY COPY THAT MATTERS Content Myth #2 • 8 out of 10 people will read your headline • But only 2 out of 10 will read the rest
- 27. SCRIPTED.COM CONTENT MYTH #3: PEOPLE ONLY WANT SHORT “SOUND BYTE” STYLE POSTS Content Myth #3 • Cat pictures and short lists do well but everyone is doing them! • Stand out from the crowd by going where there is less competition • 16X more content created in 2014 with <1000 words • People like sharing, intellectually stimulating long-form content
- 28. SCRIPTED.COM Team • Content Manager Volume • 30+ pieces of content published per month Content Creation Scripted Writers In-House 20% 80% Content Myth #4 CONTENT MYTH #4: IT TAKES A BIG TEAM TO CREATE THIS STUFF!
- 29. SCRIPTED.COM Scripted Case Study • Speaks directly to an area of concern for our target audience • One of our longer posts; more details than a standard list • Straight-forward headline • Use of images • Trust builders: • Byline with pic • Clear branding • Mention competition
- 30. Q & A
- 31. THANK YOU!
Editor's Notes
- Nicole will introduce both JD and Michael, who will go deeper into who they are and what they’ll be talking about.
- Nicole will introduce both JD and Michael, who will go deeper into who they are and what they’ll be talking about.
- Blog posts are the second most used tactic of content marketing. Blog posts serve many different purposes – you want to make them great.
- Some marketers say the only things that matters is coming up with a good headline. Stats from Copyblogger. Reiterate the goal of a quality blog post is to keep the reader engaged the entire time! You want them to finish it, share it, comment on it and more! A catchy headline helps, but it’s not a golden ticket.