the tools you need to be a better content marketer

THE TOOLS YOU
NEED TO BE A
BETTER CONTENT
MARKETER


YOUR HOSTS

Director of Content & Social
Media

Tasia Potasinski

Influence & Co.

Content Marketing Manager at
Scripted, Inc.

Tweet: @MayaSLuke

Tweet: @tasiapotasinski

#ContentTools16


Matt Kamp is the director of strategic
partnerships at Influence & Co., a
content marketing firm that specializes
in helping companies showcase their
expertise through thought leadership.
Influence & Co.’s clients range from

venture-backed startups to Fortune
500 brands.

Ryan Buckley, Co-Founder
and Head of Partnerships at
Scripted, a content creation
platform that connects
companies to the best
writers in their industry.


The Problem
Big content goals, small team


#1

CHALLENGE FOR
MARKETERS

“CREATING ENGAGING CONTENT”


The Solution?
Become an efficient content marketer


Succeeding in Content Marketing

+

TRUST

=

TOP-OF-MIND

MARKETING

OPPORTUNITY


Content Marketing Funnel
Top of the Funnel
Awareness
Content here should largely be educational and
help the individuals connect the dots from the
problem to how they may be able to solve it.
Example: An educational e-book explaining
more about your industry.

Middle of the Funnel
Consideration
Our goal is to present them with the
solution and show them the complexities
and expertise involved in doing it well,
which will overwhelm them and convince
them that they want help implementing the
solution.
Example: Guides, and best practices

Bottom of the Funnel
Decision
Content focused on truly identifying
your company as the best solution is
ideal here.
Example: Case studies, comparison
documents, and trial offers focused
on why your company is an ideal
solution to the problem


External Content




Create Mini Campaigns


The Key to Streamlining and
Improving Content Creation


Creating Effective Content
It Starts With You — Share Your Knowledge


PROCESS = SAVING TIME

CONTENT

STRATEGY

KNOWLEDGE
EXTRACTION

CONTENT
CREATION

PUBLICATION
& DISTRIBUTION


Elements of a Document
Content Strategy
•

Value Proposition

•

Competitive Analysis

•

Brand Voice

•

Personas

•

Pain Points (i.e. topics)

•

Mediums of Distribution (Hint: work backwards)

•

Goals/Metrics


THE DIFFERENTIATING
FACTOR
PASSION/
CUSTOMER
PAIN POINTS

KNOWLEDGE/
SKILL

DIFFERENTIATING
FACTOR


To Harness Your Company’s
Expertise: Knowledge Banks
1. Update it regularly.
2. Keep your audience in

mind.
3. Crowdsource the
knowledge.
4. Organize your info by
category & keyword.
5. Make it accessible.


Tools for Saving Time + Money
While Scaling Content Creation


A WELL-ROUNDED
CONTENT TEAM

CONTENT SUBJECT MATTER CONSUMABLE
STRATEGIST
EXPERTS
EDITOR

DISTRIBUTION
SPECIALIST


What editors of the top publications had to say:


92% of editors prefer contributed
content from industry experts and
leaders over journalists.

Quote from Our Editor Survey

“It’s imperative to get direct content and insights from key
players in the industry, whether they are peers of our readers or
general colleagues.”

— Editor surveyed in the State of Contributed Content Report


I’M HERE TO HELP
To download the resources I mentioned, visit
www.influenceandco.com/resource-library.
Tweet your questions to me: @theMattKamp.
Connect with me on LinkedIn.
Email me at