Outsource Content the Smart Way: An Interview with Scripted’s Marketing Team

scriptedscripted(left to right) Miles Gotcher, Nicole Karlis, Eric MacColl

They have a new office.

They have a dog.

They have not one, but two kegs in the kitchen (“But be careful with that one–it’s not beer. It’s really strong, cold coffee.”).

We met up with Scripted’s marketing team at their office in San Francisco to talk about smart ways to outsource content, how they test titles, and their Valentine’s campaign that (mostly) backfired by being way too creepy.

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How to Perfect a Content Development Process That Really Works

how to perfect a content development process that really works

So you just published an awesome piece of content. That’s great! Now it’s on to the next big thing.

Whoa, easy there, cowboy. Is your content development process is as good as it possibly can be?

In our Better Blogger Survey at CoSchedule, you told us:

  • 22% of you say your biggest challenge is finding time to create content.
  • 20% find it most difficult to plan content ahead of time.
  • 16% say it’s super hard to create awesome content.

So let’s chalk that up to 58% of you who find it super difficult to plan and create awesome content.

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We cut our bounce rate by 85% and increased demo-requests by 190%. Here is what we did.

Like pretty much every company out there, we’re constantly trying to optimize our website. And like every other marketing team out there, we release iterations that suck and versions that rock. Our newest website is one of the latter and below is our ‘secret sauce’.

Here are the numbers —comparing the first week of December 2014 to the first week of March 2015. Let me walk you through what we did, step by step.

TL;DR: We released a very effective and highly performing website. To do it, we took time to go through market research and customer feedback, adjusted our voice to match what we are–young, fun and clever–removed all unnecessary industry jargon, excluded boring feature lists from the public site, and trusted our awesome designer to turn it all into a visually appealing product. Look at the screenshot above–it worked for us!

Continue reading We cut our bounce rate by 85% and increased demo-requests by 190%. Here is what we did.