What do we mean by "The Dark Side" of content marketing? Not all content is created equal and some strategies can actually be harmful to your business. Join the Scripted marketing team for the live webinar: The Dark Side of Content Marketing to discuss how to avoid detrimental content practices.

2. Who We Are
Eric MacColl
Marketing Director
Nicole Karlis
Content Manager
Miles Gotcher
Lead Gen Manager

3. @GetScripted
#ContentDarkSide
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16. 60%
32%
0%
10%
20%
30%
40%
50%
60%
70%
Documented Strategy Not Documented Strategy
% Highly Effective at Content Marketing

18. Develop Content Around These Personas

20. Scripted’s Editorial Calendar

22. Buyer
Persona
Editorial
Calendar
Create
Content

23. Content Marketing Generates 3X More Leads Per Dollar
source: Demand Metric

26. Segmentation
Demographics Behaviors
Geography Personality
Stage

27. The Buyer Journey

28. Keep Testing!

29. “Only 21% of marketers
think that they are
successful at measuring the
ROI of their content
marketing efforts.”

30. Step Back: What Are Your Goals?

33. ROI Is More Than ‘Sales’

34. Focus on Engagement and
Quality First

35. “The one metric I really look at is
comments per post. It tells me how
engaged an audience is. No matter
how much traffic you have, if you can’t
cultivate an engaged audience you
won’t be able to convert those visitors
into customers.”
- Neil Patel, Founder of Quick Sprout

36. How Evernote Focuses on Engagement

37. Can You Answer These Questions?
Are people sharing your content?
Are people commenting on your posts?
Are people liking your content?
Do people read your content?

38. Can You Answer These Questions?
Are people sharing your content?
- Buffer, Sharedcount.com, SimpleReach, Buzzsumo
Are people commenting on your posts?
- Disqus, Livefyre, Google+, Facebooks
Are people liking your content?
- Facebook, LinkedIn
Do people read your content?
- Google Analytics, Kapost, CrazyEgg, Scroll Depth Plugins

39. Stats to Measure Engagement
• Traffic
• Time on Site
• Bounce Rate
• Social Shares per Post
• Pages Per Visit

40. Time to Grow Subscribers, Leads, and
Sales

41. Fill Top Of Funnel Through Content
Traffic
Leads
MQLs
Opps
Wins

42. Fill Top Of Funnel Through Content
Traffic
Leads
MQLs
Opps
Wins

43. B2C Content
Traffic
Sales

44. Turning Traffic to Leads
1. Newsletters
1. Overlay
2. Top right sign up
3. SumoMe Bar
2. Gated Content
1. eBooks
2. WhitePapers
3. Webinars

45. How HubSpot Turns Traffic To Leads

46. How Udemy Turns Traffic To Signups

47. Cost of Content Creation
Cost of Content Promotion
Traffic Generated
Leads Acquired
Sales Opportunities
Pipeline Generated
Sales and Revenue

48. B2B Metrics for Content Marketing Success

49. B2C Metrics for Content Marketing Success

50. Takeaways
1.Document Your Content Strategy
2.Know Your Audience
3.Segment Your Audience
4.Test!
5.Measure Your ROI

51. Questions?