Blog – ScribbleLive http://www.scribblelive.com ScribbleLive is the leading end-to-end platform for content marketing engagement. Wed, 21 Sep 2016 21:53:43 +0000 en-US hourly 1 http://s3.amazonaws.com/scribblelive-com-prod/wp-content/uploads/2016/06/favicon-150x150.png Blog – ScribbleLive http://www.scribblelive.com 32 32 The Content Marketer’s Guide to Beating Writer’s Block http://www.scribblelive.com/blog/2016/09/21/the-content-marketers-guide-to-beating-writers-block/ http://www.scribblelive.com/blog/2016/09/21/the-content-marketers-guide-to-beating-writers-block/#respond Wed, 21 Sep 2016 21:37:36 +0000 http://www.scribblelive.com/?p=29121 Content marketers don't have time for writer’s block. There are too many demanding deadlines for blog posts, whitepapers, newsletters, and all of the other content formats. So what’s a content marketer to do to squash writer’s block?

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Some writers wait for inspiration to strike before they take pen to paper – or keyboard to word processor. Must be nice. As content marketers, we don’t have the luxury of waiting around for the magic to happen; and we definitely cannot let writer’s block – the dreaded ailment/productivity-killer – stop us from meeting the never-ending deadlines that blog posts, whitepapers, newsletters, and all of the other formats demand from us on a daily basis. So what’s a content marketer to do to squash writer’s block?

Adopt Preventative Methods

Prioritize Writing > Everything Else (During Regularly Scheduled Writing Days + Times)

There are many J.K. Rowling quotes to fangirl (or fanboy) over – but my favorite isn’t one about lightning bolt scars or Patronus Charms. It’s about writing:

“Be ruthless about protecting writing days, i.e., do not cave in to endless requests to have “essential” and “long overdue” meetings on those days. The funny thing is that, although writing has been my actual job for several years now, I still seem to have to fight for time in which to do it. Some people do not seem to grasp that I still have to sit down in peace and write the books, apparently believing that they pop up like mushrooms without my connivance. I must therefore guard the time allotted to writing as a Hungarian Horntail guards its firstborn egg.”

Turning writing into a habit, one that pulls rank over all other distractions, is really the only “inspiration” you need to write effectively. This is how you do it:

  • First, set specific days for writing that make the most sense for your schedule – it’s Monday to Friday for me
  • Then, pick your recurring time slot(s) for writing during these days – treat them as you would a meeting with an actual person (book the time off in your calendar and don’t be late!)
  • Find a routine that will, in time, evolve into a stimulus that sparks creativity – this can be things like making a cup of coffee before sitting down to write, setting up in a specific room or pressing play on your favorite playlist
  • Lastly, as Rowling stated, “be ruthless about protecting writing days” to ensure that your habit sticks – don’t schedule any meetings during this time, turn off email notifications, close Slack and hide your phone

Creating a writing habit is essential to keep up with your marketing team’s content needs. Once writing becomes a habit, and you can train your brain to write during regularly scheduled intervals, writer’s block becomes a smaller and smaller threat to your productivity.

Prepare Tomorrow’s Content Today

The day before you need to write a heavier piece of content, get as much of the preparation done the day before.

This mainly includes picking topics and any research you need to complete before writing can begin, but also includes smaller tasks like:

  • Crafting title/headlines
  • Writing any taglines, meta descriptions, excerpts, etc.
  • Sourcing and creating graphics

Getting the small stuff out of the way will allow you to focus on your creativity and get your words out.

What to do When Writer’s Block Sneaks up on You

Ditch the Keyboard

My personal favorite block-buster is a notebook and pen. I start by jotting down the main points I want to get across in my content and then flesh out each idea.

I find this to be an effective technique because it a.) forces me to write in a more natural tone of voice and less precious with words (backspacing is not so easy) and b.) provides a great editing opportunity once I bring the keyboard back to start typing out what I’ve written out.

Make New Connections on Slack

Slack is great for connecting with colleagues, but it’s also great for meeting new people and sourcing content ideas, especially if you are a B2B marketer.

There are tons of professional communities dedicated to different topics of interests (I’ve personally joined a few marketing communities like #CreativeTribes.)

Do a quick Google search to find out if there are any Slack channels for your target audience (please note that some communities do have application processes) and start asking questions. Slack-ers are generally very responsive and like helping other professionals. You can ask questions regarding the relevance of the content you’re creating, what direction you should take and you can even ask for direct quotes to include in the final product.

Edit Somebody Else’s Work

When you’re struggling with your content, ask a colleague if they have any content that needs to be reviewed and proofread. Editing someone else’s content allows you to still be productive and flex the muscles you would be using to write. It gets your brain back it in writing mode and  may even spark new ideas and creativity.

 

So, now that you know how to beat writer’s block – happy writing!

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Join us in San Francisco for Cocktails and Content on Sept. 29th http://www.scribblelive.com/blog/2016/09/19/cocktails-and-content-san-francisco/ http://www.scribblelive.com/blog/2016/09/19/cocktails-and-content-san-francisco/#respond Mon, 19 Sep 2016 12:09:26 +0000 http://www.scribblelive.com/?p=28916 It's not always easy to prep and plan content for the future, but we've gathered a panel of experienced marketers that know how to build robust and sustainable content engines.

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The end of 2016 is sneaking up on us, and you’re probably preparing your editorial calendar and campaign strategy for 2017. It’s not always easy to prep and plan content for the future, but we’ve gathered a panel of experienced marketers that know how to build robust and sustainable content engines. We’re making them available to you – via a panel discussion – so that you can pick their brains and learn how to create an effective content marketing plan for 2017.

When? Thursday, September 29th @ 5:30pm – 8:30pm

Where? Mezzanine – 444 Jessie Street, San Francisco, CA, United States

You will:

  • Explore how to tackle emerging visual content trends
  • Learn how to adapt to the evolving customer journey
  • Walk away with actionable optimizations for your 2017 marketing plans
  • Network with peers over cocktails and tastes

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Save your seat!

Meet Our Panel

Mark Goines – Chief Marketing Officer & Chief Strategy Officer @ Personal Capital 

Mark leads the growth initiatives for Personal Capital, an innovative financial advisor that combines award-winning technology and professional advisors to help households know and grow their worth.

Nanneke Jansen – Senior Manager, Marketing Programs @ Demandbase 

Nanneke oversees four primary channels at Demandbase: webinars, direct mail, advertising and website personalization. She is constantly partnering with Corporate Marketing, Sales and Marketing Operations to create/execute programs that drive awareness, engage prospects and convert leads.

Rich Pearson – SVP Marketing and Categories @ Upwork

Rich leads the talented Marketing, Categories and Customer Success teams at the world’s largest freelancing website – Upwork.com.

Elliot Brown – Head of Content @ Gusto

Elliot drives Gusto’s content development to capture and nurture customers. His team experiments with all channels, including SEO, social media, and paid demand generation strategies.

Matt Cooper (Moderator) – GM of Visually and SVP Corporate Development @ ScribbleLive 

Matt is responsible for ScribbleLive’s Visually business unit; he oversees corporate development and strategic partnerships. Matt will be moderating the “Cocktails and Content” panel discussion on September 29th.

 

We hope to see you there!

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The Line Between Data-Driven Marketing and Creative Content Marketing http://www.scribblelive.com/blog/2016/09/18/the-line-between-data-driven-marketing-and-creative-content-marketing/ Mon, 19 Sep 2016 04:00:00 +0000 http://www.scribblelive.com/?p=29076 Effective content marketing is about walking the line between data and creativity. Here are a few tips to help you execute your strategy.

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The term data-driven marketing is a popular buzzword used to reinforce how strategy and planning are critical to developing great content. David Welch, former VP of Marketing Insights & Operations, once summarized the future of marketing in six words.

“Creative thrills but data pays the bills.”

Is it that simple? In regards to a strategic planning perspective, absolutely! Data allows you to analyze the market, segment your audience, develop a positioning strategy, and create customized messages for targeted prospects.

The question becomes – how do you make the best use of all your data? Once you have your strategy in place and understand your target prospective clients, how do you reach them? Here are a few ways to align your creative instincts with the data you have on hand.

Analyze Your Customer Journey

analyze-the-customer-journey

The customer journey is the path a client navigates between awareness to purchase and advocacy. In simple terms, the customer journey should answer four key questions in the prospective client’s mind:

  • What do I need to achieve my business goals?
  • Why is this product or service better than other options on the market?
  • How will purchasing this product or service improve my business?
  • What is the ROI of making this purchase?

When people search for solutions to their problems, they want easy-to-digest answers. Content marketers learn a lot about the people in their target audience by reviewing their online behavior. This means analyzing keyword searches, search intent, average time spent on web pages, and where prospects dropped off your site.

This type of data helps you and your team develop buyer personas to summarize the needs of your ideal clientele. Once you have these personas, you can create customized content that speaks directly to the questions and concerns of your target audience.

Rebecca Lieb, a strategic advisor on digital marketing innovation, has discussed in length the importance of aligning content with the various phases of the consumer journey. In her report “The Eclipse of Online Ads” — which is downloadable here — Rebecca shares insights from 17 fellow influencers about how to develop more valuable content, and move prospective clients through the conversion funnel.

Support the data with real conversations

have-conversations-with-clients

Solely relying on data to develop a strategy can actually be detrimental to your long-term marketing and business objectives. Numbers and insights are your foundation to help brainstorm new and creative ideas, but it takes more than just data to bring people towards your brand.

At this year’s Content Marketing World, one of the biggest topics raised was the need to connect with prospective customers. This theme was repeatedly raised in sessions and seminars by some of the most influential content marketers in the industry. The takeaway from those discussions – companies are struggling to connect to their audiences.

I believe that part of this problem is an over-reliance on data to make decisions about what content to create. It’s easy and all too common to assume that one successful campaign with impressive numbers will resonate with people again and again.

If that were true, there would be no need to engage with existing clientele.

One of my favourite things about content marketing is that, by definition, the practice encourages marketers to move away from the old ways of traditional advertising. Whereas mass advertising disseminated one message that would hopefully appeal to a large audience, content marketing is about creating custom messages for a select niche of prospective clientele.

Nowadays the successful marketing team takes the time to:

  • Understand clients and their buying triggers
  • Identify the real challenges that obstruct customer objectives for growth
  • Engage in an open dialogue with customers
  • Complete original research reflected within targeted buyer personas

All of these points are crucial to becoming an effective content marketer. Who better to acquire feedback about the most interesting and engaging types of content than the people who are already engaged with the content you create?

Use these conversations to develop content that directly addresses the needs of your clients. Remember that customers are more likely to advocate for your brand if they feel connected to your organization. Reading and receiving content that speaks directly to their concerns inspires people to share that content with others in their networks. This process is an organic and natural way to increase the reach and visibility of your brand.

To attract like-minded prospective clients, the content should be bold, make a definitive statement and most importantly, be unique from other types of content. Many thought leadership pieces are similar in style and context, but the way those messages are communicated within your marketing materials should be easy to differentiate from other marketers.

As a content marketer, it’s my opinion that this creative process of collaboration and development is what draws so many personalities towards content marketing as a career.

Focus on what you can give rather than what you can get

focus-on-giving-over-receiving

Content Marketing World had many great sessions, but one of my favourite written pieces came after the event. This content discussed the work of comedian Michael Jr., one of the celebrities invited by Content Marketing World Founder Joe Pulizzi to speak to the audience of 600+ attendees.

In a post-event story written by Janet H. Cho of the Plain Dealer in Cleveland, Michael discussed his philosophy towards comedy and how marketers should apply the same principle towards the content they create. He brought up a story about performing at a centre for neglected and abused children in Colorado. After completing part of his routine, one little boy with significant facial burns shared how he was delighted by both the material and the presence of a comedian.

Michael said this experience changed his whole outlook on what he does and how he does it.

“If we could just stop asking the question ‘What can I get for myself?’ and start asking the question ‘What can I give from myself?’ I think people would learn that they don’t have to be a comedian to deliver a punchline.”

During his performance at Content Marketing World, Michael encouraged marketers to think about what their content is ultimately providing to the people who are reading the material. I think this perspective is a very bold one and relates back to the biggest theme at the event. Marketers are too focused on what other people say are best marketing practices, and too hesitant to go outside the box by developing content that is completely unique and creative.

Remember that creativity has led to some of the most astounding products and innovative brands in history (Apple, for example). The companies behind these innovative movements took the time to analyze the market, develop their buyer personas, conduct primary research, accept customer feedback (positive and negative), and even learn a few lessons from past failures. In the end, companies like Apple learned how to put the needs of their customers ahead of their own business objectives, which led to scalable and sustainable profitability.

Innovation + collaboration = compelling, creative content

innovation-and-creation

Deloitte recently published their second annual Business Confidence Report that highlights innovation within organizations. The key takeaways of the report are also presented within an infographic.

Jonathan Copulsky, CMO of Deloitte Consulting, discussed the findings of the report in an interview with Mobile Marketing Watch. When asked about how marketers prioritize innovation within their organizations, Jonathan encouraged all members of a marketing team to embrace collaboration with other marketers and influencers.

“Effective marketers understand that great, innovative ideas and capabilities can sometimes come from outside their own walls or can come from combining the expertise of their own people with new ideas or approaches from elsewhere – other individuals or organizations, business models, geographies or industries.”

Contacting other marketers opens the door to collaboration, which you can then communicate to your audience. Collaborating with others brings the best of the best from both teams together to produce a visionary piece of content that stands out from the competition. This is a great opportunity to expand the visibility of your brand as both teams are more than willing to promote the co-produced content to their own networks and databases.

Take the time to find the right partners whose objectives and messages align with your own strategy. This way you can tap into a whole new pool of potential clients while maintaining the best practices and thought leadership that your existing clientele has come to expect from you.

Walk the line between data and creativity

walk-the-line-between-data-and-creativity

Creativity doesn’t need to take a back seat to data, and a data-driven marketing strategy shouldn’t prevent you as a content marketer from flexing your creative muscles. As with many things in life, there’s a thin line between the two practices that you must walk to achieve success.

Consult with your team from the C-levels to your fellow producers in order to find an agreement on the line between data and creativity. It’s best to keep your entire team on the same page. Then you can feel comfortable expressing your creative ideas when new demands are placed on the table.

Use your data to conduct the background research and determine who you need to reach. Analyze what triggers led existing clients to purchase your products, and what messaging brought them into the fold. Then you can brainstorm creative ideas with your team and extend the reach of your content to a whole new pool of potential buyers.

This process will take time to pay off but remember that your primary job as a content marketer is not to sell. Your job is to build awareness, gain respect, develop trust, and establish authority to help convince those who are interested in your solutions become users of your solutions.

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Does Live Video Make Sense for Your Content Marketing Strategy? http://www.scribblelive.com/blog/2016/09/14/does-live-video-make-sense-for-your-content-marketing-strategy/ http://www.scribblelive.com/blog/2016/09/14/does-live-video-make-sense-for-your-content-marketing-strategy/#respond Wed, 14 Sep 2016 21:00:06 +0000 http://www.scribblelive.com/?p=28878 The rising popularity of live video has given companies an opportunity to get creative and produce content experiences that can’t be missed. Is this new trend right for you?

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You can find a ton of stats about the rise of live video. They’re all impressive. We spend hours upon hours thumbing through Snapchat Stories every week, and Facebook Live is great at distracting hard-working, focused employees during business hours. I personally spent more time than I’m willing to admit watching BuzzFeed find out how many elastic bands can be wrapped around a watermelon before it explodes (I wasn’t the only one hypnotized by the fruit hijinks – at its peak, 800,000 people were tuned into the 45-minute live event, and the video has since surpassed 10 million views).

Why? FOMO. Fear of missing out. We live in a generation obsessed with how horrible it is to feel left behind or disenfranchised. Live streams and vanishing videos tap into our collective need to feel part of something – even if that “something” is an exploding watermelon.

The rising popularity of live video has given companies an opportunity to get creative and produce content experiences that can’t be missed. They’re using live video to connect with their audiences, boost awareness, and have fun with branding – but while a handful of companies have added live video to their content arsenals, there are more companies that haven’t.

So, to stream or not to stream? Before experimenting with live video, it’s a good idea to consider how it will help you get to your overall content marketing goals. Like with all good content marketing, you need to be intentional with the content that you create and distribute.

To help you out, I’ve listed out my three favorite examples of live video campaigns and the types of content marketing goals that got a boost from their success.

Grow Your Audience, Literally & Digitally

Did you know that out of the 650 million plus people that call themselves Manchester United fans, less than 1% of them actually live in the U.K.? It’s a little heartbreaking that most fans will never get to visit Old Trafford Stadium to witness a live match.

Enter live video.

Manchester United cleverly used Google+ to boost “attendance” for a match against Liverpool and gave a handful of fans the opportunity to watch a match from the front row without having to step outside their front door.

manchester-united-google-front-row_campaigns

The team asked fans to post the hashtag #MUFrontRow on their own Google+ Pages along with a photo that captured their team spirit. The 22 best entries were selected, and the lucky fans were then projected, via Google+ Hangouts, onto the stadium’s digital advertising boards that run along the field.

100 million people watched the Front Row Live, #MUFrontRow was the top trending topic on Google+ the day it launched and Manchester United saw an 250% increase of followers on the social network.

Inject Some Personality into Your Brand

People love interacting with other people. With brands? Not so much.

Live video provides the perfect medium to give your brand a voice – and face – as well as an interactive platform to talk to audiences, instead of talking at them, in real-time.

Benefit, a cosmetics brand known for its quirky personality, launched a weekly livestream talk show, “Tipsy Tricks with Benefit” in early 2016 on Facebook Live. Each installment features the host and a guest discussing a beauty topic and fielding live viewer questions – while sipping some wine. Check out an episode.

It’s a fun way to showcase products, build a sense of community and get audiences on a content calendar.

The live events pull in 40,000 – 50,000 views each, and post-event viewership stays high with an average of 2,000 people watching at any given time.

Show Off What You’re Best At

I check in with Tastemade on Snapchat every single day, usually when my stomach starts to remind me that it’s dinner time. Their recipe videos are every food lover’s dream. They’re the best at everything related to food, and they used Facebook Live to show that off with an awesome campaign to engage with the people, like me, that prioritize food over everything.

Earlier this year, Tastemade streamed, on Facebook Live, a video some impressive latte art being created in real-time. Watch it here.

As part of their #FoodArtFriday series, the brand asked viewers to submit requests for what they wanted to see come to life on top of the lattes. The video received over 90,000 comments and almost 5,000 shares.

 

For more about how live video can fit into your content marketing strategy, check out this post from Convince and Convert for more success stories.

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Your 6 Step Guide to Creating a Holiday Marketing Campaign http://www.scribblelive.com/blog/2016/09/07/7-step-guide-creating-effective-holiday-marketing-campaign/ http://www.scribblelive.com/blog/2016/09/07/7-step-guide-creating-effective-holiday-marketing-campaign/#respond Wed, 07 Sep 2016 19:38:38 +0000 http://www.scribblelive.com/?p=28747 It’s starting to look a lot like Christmas… okay, not really — or, rather, not yet. The holiday season is just around the corner, and (if you haven’t already) it’s time to start thinking about what you and your marketing team will be doing to celebrate.

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It’s starting to look a lot like Christmas… okay, not really — or, rather, not yet. The holiday season is just around the corner, and (if you haven’t already) it’s time to start thinking about what you and your marketing team will be doing to celebrate.

T’is the season of giving, and the most effective holiday marketing campaigns are crafted in this generous spirit. For example, offering special incentives to make a purchase or providing helpful, timely content to your audience are both effective options.

Whatever you choose to gift wrap as part of your holiday marketing campaign, it’s not a good idea to leave planning and execution to the last minute — much like ticking items off of your holiday shopping list. To help you out, we’ve created a six-step guide for building a festive and effective holiday marketing campaign.

Step 1: Determine Your Campaign Goals and Audience

The very first thing that you need to do is figure out what you want to achieve. Is your ideal outcome more leads, subscribers, transactions or something else entirely?

Once you’ve answered this question, you can create goals that will later be used to benchmark the performance of your campaign.

Goals should be very specific. Make them:

1.) Attainable

2.) Measurable

3.) Time-bound

For example, your goal may look like this: “Generate 1,000 downloads of our holiday shopping eGuide by December 10, 2016.”

Once your goals have been determined, it’s time to define the target audience of your campaign. It’s beneficial to find out as many details about your target audience as possible. Consider things like preferred social networks and peak usage times, mobile vs. desktop habits, etc. Ultimately, more information will result in better decision-making when it comes to content creation and promotion.

It’s likely that your marketing team already has personas in place. If so, this is where you can decide to segment your personas for more specific targeting.

Step 2: Create Your Holiday Offer

Your offer is the most important aspect of your holiday marketing campaign. There are so many types of content that you can choose from to bring your campaign to life: gated videos, webinars, podcasts, ebooks, whitepapers, templates, courses, apps — the list goes on and on. Alternately, you can offer holiday discounts, deals and other types of incentives to spend some money.

The type of offer that’s right for you really depends on what your audience wants or needs, and the type of goal(s) that you have already determined. For example, if you find out that your intended audience isn’t big into downloading whitepapers but spend hours plugged into podcasts every week, why not create a podcast series?

Step 3: Build Your Landing Page

Your offer needs a home — a compelling and convincing landing page. When building a home for your offer, the following elements are must-haves:

  • An eye-catching headline to get your audience’s attention the moment the page loads
  • Clear and concise bulleted benefits of your offer to convey what your audience will get out of it
  • Visuals that are pleasing to the eye, provide context and break up text
  • A form to get information from your audience in exchange for the offer

Step 4: Design Your Nurture

If your landing page includes a form (it should), it would really help your sales pipeline (and sales team) to set up lead nurture paths before you launch your holiday marketing campaign.

Use your marketing automation platform to set up email nurtures to stay in contact, top of mind and engaged with your leads.

You’ll need to determine a goal for your lead nurture — do you want contacts to view specific content, reach out to a sales rep or maybe make a purchase? From here, you can write the copy and CTAs for each email within your lead nurture and set up a schedule.

Step 5: Set Up Your Promotion Plan

Now it’s time to figure out how you’re going to deliver your holiday marketing campaign to your target audience. A successful promotion plan aligns all marketing channels around your specific offer and message. A handful of promotion ideas are below.

Blog: There are a few different ways to utilize blog posts as effective promotion components.

One option is to keep it short and sweet by creating a simple blog post that briefly describes what your holiday offer is, outlines its value and ends with a CTA that pushes people to your landing page.

You can also take the long-tail blogging approach for your promotion plan. You can create a series of fully-formed unique blog posts that are all related to your offer’s topic — just remember to include appropriate and relevant CTAs within each post.

Another option is to go back into your blog archive and find posts that relate to your holiday offer. Drop some brand new CTAs into these posts that push readers to your landing page.

Email: You may already have a list of people that you want to send your off to — if so, great! If you want to create segments out of that list for more specific targeting, even better. The holiday season is chaotic for most inboxes because of the inundation of seasonal promotions, so being very specific with your segments and relevancy will boost your open rate.

While creating your email, it’s important to craft a subject line that effectively describes your offer and its value. To-the-point body copy is also essential because you want to get recipients to your CTA as quickly as possible.

Social Media: Sharing links to your landing page and related blog content is an easy way to get your offer in front of a wider audience. Changing up messaging for each Tweet and Facebook post, etc. is important to prevent your promotion plan becoming stale. Also — tailoring content to each social platform is a great idea. Videos work well for Instagram promotion and colorful images, like infographics, work really well on Twitter.

There is a big opportunity to have fun on social during the holiday season and to experiment with things like tone of voice and visual content. Generally, there’s a lightheartedness associated with the holidays and social promotion as these platforms serve as places to find inspiration for gifts, decor, party ideas, etc.

Pinterest, in particular, has become the online go-to for all things holiday-related. Millions upon millions of holiday pins find their way to pinboards every year — so if your brand and holiday offer are pinnable, take advantage of Pinterest.

If you have the budget, it also wouldn’t hurt to boost some of your social posts with a little PPC action.

Step 6: Launch Your Campaign and Measure Performance

It’s time to go live with your holiday campaign now that all the grunt work is done! Launch your landing page, flick the switch on your offer, turn on your lead nurture, schedule your emails and start your social promotion.

Once your campaign has been live for a while you can start checking in on metrics and reporting on performance. Stack up results to the goal you set for yourself way back in step one.

If you find that a particular asset, like a blog post or email, isn’t working as well as you had anticipated you can experiment with copy and other elements of your campaign.

At the end of your campaign if you hit your goal, congrats! If you fell short, take this as an opportunity to learn and apply takeaways to your next campaign. Analyze all elements, comb through all assets and make note of where people fell off (then relax and enjoy your holiday break).

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Visit ScribbleLive at Content Marketing World for a Free Strategy Consultation http://www.scribblelive.com/blog/2016/08/31/visit-scribblelive-at-content-marketing-world-for-a-free-strategy-consultation/ http://www.scribblelive.com/blog/2016/08/31/visit-scribblelive-at-content-marketing-world-for-a-free-strategy-consultation/#respond Wed, 31 Aug 2016 12:39:38 +0000 http://www.scribblelive.com/?p=28730 Anni Murray, ScribbleLive’s content strategist, knows how to develop effective content — and we'll be making her available at CMW for free consultations.

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ScribbleLive is looking forward to this year’s Content Marketing World — the annual event that brings together the industry’s best and brightest to learn, network and have some fun. The four-day event will provide attendees with the know-how and materials to craft and execute robust content marketing strategies — and we’re excited to offer an invaluable resource this year.

Come to Booth #47 to Meet Anni Murray

Anni Murray, ScribbleLive’s highly creative and experienced content strategist, knows how to develop effective content and campaigns for brands. ScribbleLive will be making Anni available to CMW attendees for free 30-minute consultations. During these one-on-one sessions, Anni will work with attendees to discover current content successes, shortcomings, goals and competitive advantages. After the event, each participant will receive a unique and tailored content calendar in their inbox.

Anni’s areas of expertise include:

  • Content audits
  • Persona development
  • Brand voice and messaging development
  • Editorial calendaring
  • Out-of-the-box ideation for successful, influential content campaigns

Her strategic expertise comes from 12 years of content creation, curation, and guerilla marketing. From creating (writing, producing and starring in) an early podcast that achieved one million downloads in the first year, to strategic ideation for brands like LinkedIn, Morton Salt, Oracle, and Forbes, Anni can assess your current strategy quickly, and come up with creative content solutions that convert.

Anni is also an award-winning writer (her script for Morton Salt’s 100th Anniversary video won Silver and Gold at Cannes in 2015). She has written creative content for companies like LinkedIn, Spotify, Snapple, Kia, The World Bank, UNICEF, Gerber, and American Express, among many others.

To book your free consultation at Content Marketing World visit booth #47 and pencil yourself into an available time slot using our signup sheet.

ScribbleLive will also be giving away a pair of custom Nike sneakers! Sign up for a chance to win while visiting our booth to schedule your free consultation.

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ScribbleLive Spark: Automate Content Research with Watchlists http://www.scribblelive.com/blog/2016/08/28/scribblelive-spark-automate-content-research-with-watchlists/ Mon, 29 Aug 2016 04:00:00 +0000 http://www.scribblelive.com/?p=28713 The latest content in our ScribbleLive Spark series discusses the benefits of creating watch lists within our Insights product.

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Welcome back to our ScribbleLive Spark series, where we outline tips and best practices to use our products for effective results. The first post in the series outlined how marketers can improve their workflows using ScribbleLive Plan. This week we dive inside ScribbleLive Insights and discuss how to use influencer research to fuel your content ideation. Enjoy!

TLDR (Too Long; Didn’t Read)

In ScribbleLive Insights, our content ideation and research engine, there is a section called ‘watchlists.’ This is where you can monitor influencers of interest and receive automated notifications when influencers publish impactful opinions. This allows you to keep your finger on the pulse of topics of interest, and make informed decisions in your content ideation process.

The Full Story

Why Watchlists are Important

Marketers know that bad content is costly and ineffective. They also know that with the current profusion of online content, it is increasingly challenging to stand out. This poses a few questions: how can brands stay relevant? How can marketers avoid producing redundant noise?

One solution is extensive research. By studying which themes and opinion-holders are already gaining attention, you can identify unique opportunities to differentiate your own content. And that’s exactly what our ‘watchlists’ accomplish in ScribbleLive Insights.

What/How

Using Insights’ influencer analysis, you can organize influencers into watchlists. These are most commonly used to segment influencers into focused groups.

If you were interested in studying the automotive market, for example, you may have a watchlist for automotive bloggers, and another for automotive business leaders, or potentially automotive analysts. This allows you to focus your analysis on the most relevant influencers.

Insights Influencer List

 

 

Once you set up your watchlists, influencer activity can be closely monitored against topics of interest. For example, it may be interesting to see which automotive brand leaders are most influential for the topic of ‘car technology.’

 

Automate Insights Watch List

 

The final and most popular element of watchlists is our ability to send automatic daily summaries of influencer activity directly to your inbox. Just click ‘subscribe’ on the watchlist, and you’ll receive daily emails summarizing the most impactful opinions. This feature simplifies your research process and allows you to be as quick and agile as possible in your content ideation.

Emailed Watch List

Bottom Line

Watchlists are a useful way to keep your finger on the pulse of markets of interest. By monitoring what influencers are saying within your topics of interest, and receiving daily summary updates, you can ensure that you and your team will be more knowledgeable, data-driven, and ultimately relevant when ideating great content.

If you’re interested in learning more about how we can help you with content ideation and influencer analysis, give us a shout for a customized walkthrough!

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ScribbleLive Acquires Linkdex, The Enterprise SEO Platform http://www.scribblelive.com/blog/2016/08/23/scribblelive-acquires-linkdex-enterprise-seo-platform/ Tue, 23 Aug 2016 11:30:00 +0000 http://www.scribblelive.com/?p=28698 ScribbleLive is proud to acquire Linkdex, the Enterprise SEO platform that will amalgamate search engine optimization with the leading content marketing software.

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There are roughly 4.75 billion indexed pages across the world wide web, and an estimated 3.5 billion daily Google searches. Businesses that are serious about improving their digital visibility need solutions to create the best content for both their audiences and search engines like Google.

Merging Content Marketing With SEO

Content marketing and SEO have never been more co-dependent, but both disciplines tend to live separately at an operational level. That’s why we’re excited to announce that we’ve acquired Linkdex, the Enterprise SEO Platform, which is the first major alignment of organic search and content marketing software.

ScribbleLive combines predictive analytics with content planning, creation, and distribution technologies. ScribbleLive’s data-driven approach to content marketing compliments Linkdex, which measures the organic search performance of billions of web pages. Linkdex also maintains a unique author database combined with reporting and productivity tools, helping marketers earn the most value out of their content marketing efforts.

What The Acquisition Means

This acquisition streamlines content marketing and SEO software to empower an all-in-one marketing platform. Marketers can now operationalize their strategies, create beautiful content, target the right audiences, and measure the organic impact of their efforts. By reaffirming a commitment to data-driven processes, marketers can measure the direct effects of their work and map out how to produce content to complete the customer journey. This convergence of content marketing and SEO technology brings marketing teams one step closer to becoming the most effective revenue drivers in their organization.

Linkdex has also developed strong relationships with some of the world’s largest brands and agencies, which will be a tremendous addition to the ScribbleLive network.

Mark Smith, CEO of Linkdex, will continue to lead the division’s growth, and directly report to ScribbleLive CEO Vince Mifsud in the role of Managing Director. We’re also excited to bring on top SEO product and engineering experts, including Matt Roberts and Martin Armstrong.

To read the press release click here

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The Difference Between Native Advertising and Content Marketing http://www.scribblelive.com/blog/2016/08/14/the-difference-between-native-advertising-and-content-marketing/ Mon, 15 Aug 2016 04:00:00 +0000 http://www.scribblelive.com/?p=28688 In order to adapt to an oversaturated market, advertisers have come up with smarter, stealthier and subliminal ways to sneak past the defences of their target consumer -- like native advertising and content marketing.

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Most of you are exposed to hundreds, maybe thousands, of ads in the span of just one day. In a world that is always switched-on and plugged-in, messages like “buy now” and “subscribe here” are difficult to escape. It shouldn’t come as a surprise that many people have developed natural “adblockers” to tune out and turn off ads. In order to adapt to an oversaturated market, advertisers have come up with smarter, stealthier and subliminal ways to sneak past the defences of their target consumer — like native advertising and content marketing.

What is Native Advertising?

Native Advertising is the practice of disguising an ad via the strategic placement to make it appear “native” and non-disruptive within its environment.

CMI says “Native advertising spots must be placed with the audience in mind.

Matt Cohen, CEO of OneSpot used the example of promoted tweets on Twitter: “Promoted tweets are native to the Twitter browsing experience. These advertisements aren’t asking you to do something other than what you’ve come to the website to do already.

Why the Confusion?

Unfortunately, the term “Native Advertising” is often used interchangeably with “Content Marketing” — even though there are immense differences between the two practices.

In addition, both terms are incredibly buzz-worthy at the moment. Buzzwords tend to be used often by so many people that definitions can get a little muddled.

What’s the Difference?

Although native advertising isn’t as upfront and in-your-face as more traditional methods, the consumer is still being sold a product or service — and this is where content marketing differentiates itself.

While the goal of a content marketer is to ultimately increase sales, he/she accomplishes this by building a trusting, lasting relationship with their target consumer (and eventually converting them into a customer). They do so with content — content that doesn’t sell a product or service. Instead, the content offered is meant to benefit the consumer in some way, whether its purpose is to educate, entertain, etc. It’s a slow burn approach to marketing.

Additionally, the two practices differ because native advertisements, although they “fit” where they’re placed, are paid for. The only money involved in content marketing is the cost of labour that goes into creating it.

If you’re paying to put your content somewhere, it’s advertising, not marketing.

The Processes

The processes of both practices differ from each other, too. In Native Advertising, there are generally three steps:

  1. Create the content.
  2. Place the content in its “native” home.
  3. Sell the product/service to the consumers who were directed from the native advertisement.

The steps themselves are similar for Content Marketing – but the timing is very different:

  1. Create the content.
  2. Publish the content.
  3. Sell the product/service to people who were directed from the content.

In Native Advertising, each step comes after each other, in order and in quick succession. However, in Content Marketing steps one and two are repeated over and over again to establish an intimate connection with the potential customer.

The consumer will ideally return to the website/new content many times before thinking about the possibility of converting. A consumer likely won’t make it to step three until they have gone through the first two steps multiple times. Rand Fishkin, founder of Moz said that “At Moz it’s on average 7.5 visits (to the website) before someone takes a free trial.

The Perfect Match

Content marketing will always take longer than native advertising, but it can be more effective depending on your goals. Nonetheless, to be a fully effective content marketer, you can take advantage of native advertising.

By paying to put your content in more locations, you can widen its reach and increase its impact. By financially sponsoring your content you can:

  1. Give your audience a boost, and reach consumers you haven’t yet.
  2. Extend the shelf life of your content by promoting older/repurposed pieces.

If you decide to adopt native advertising to contribute to your content marketing plan or vice versa, the practices can pair very well. Providing relevant and meaningful content to a large audience will always be beneficial to your business.

Just remember: When promoting your content on various channels, make sure you keep your buyer personas and publishing locations in mind to avoid any outrage.

Recap

If you’re paying to display your content, it’s advertising.

If the ads inform the consumer and sell your product in a subtle manner, it’s native advertising.

If you’re creating content that is published on a blog or another property that you own, and the primary goal is to inform a reader without convincing them directly to purchase, it’s content marketing.

Whichever route you decide works best for your business, don’t forget that you can make use of both strategies in order to promote your brand.

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ScribbleLive Spark: Use Checklists to Ensure Brand Consistency http://www.scribblelive.com/blog/2016/08/10/scribblelive-spark-use-checklists-ensure-brand-consistency/ Thu, 11 Aug 2016 04:00:00 +0000 http://www.scribblelive.com/?p=28668 We're excited to announce the launch of a new blog series called ScribbleLive Spark. This is a product focused series that will outline some of the best ways to use our products to their full capacity.

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Introducing ScribbleLive Spark

We’re excited to announce the launch of a new blog series called ScribbleLive Spark. This is a product focused series that will outline some of the best ways to use our products to their full capacity. For both existing and new customers, this series will provide a glimpse into how ScribbleLive can help you do content marketing more effectively.

We will begin the series by explaining how marketing teams can manage their workflows and establish brand consistency across various initiatives by using our Plan product. Enjoy!

ScribbleLive Spark: Use Checklists to Ensure Brand Consistency

 

TLDR (too long; didn’t read)

In the Strategy section of ScribbleLive Plan, there is an option to establish ‘checklists’. You can use this feature to outline lists of to-dos that will apply to every piece of content created by your team. This is a great way to ensure critical tasks are always completed such as SEO keyword mapping, proofreading/editing, aligning to strategic goals, ensuring consistent messaging, and even reminders to internally promote the content.

The Full Story

 

Why

One characteristic that separates great marketing teams from good marketing teams is attention to detail. Great marketing teams are very conscientious of the end product. This means reviewing the messaging within the content, ensuring the design is optimal, and incorporating the proper keywords for SEO visibility.

Maintaining this attention to detail, however, as marketing teams scale and face increasing content demands, can be challenging. How can a marketing leader engrain detail-specific thinking and processes across an entire team? How can a leader ensure a unified brand voice applies to all of their content efforts, across different team silos and promotional channels?

We’ve listened to marketers and built functionality that addresses this challenge: checklists. Checklists help teams implement consistent workflows, break down silos, and ensure all the details are addressed. In essence, checklists help marketing teams optimize their resources and work more effectively.

What / How

Access your ScribbleLive Plan account and select the ‘Strategy’ section along the left rail. You will see an option to create and manage checklists.

ScribbleLive Spark Plan Checklists

Within your checklist, assign lists of tasks that you want included on every initiative that your team will work on. You are given a blank slate to develop as you see fit but we’ve seen teams optimize their workflow by including reminders about SEO, proofreading, design guidelines, as well as internal and external promotion via social media or other channels.

ScribbleLive Spark Checklist Tasks

Once your checklists are built into your strategy, you can easily apply every task on your list to each piece of content within your project. Each member of your team can review these lists and check off the tasks as they are completed.

Bottom Line

Checklists are a great way to implement detailed-oriented processes and tasks across your marketing team and organization, leading to consistent brand practices, and more effective marketing.

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