content marketing for entrepreneurs with no budget
DESCRIPTION
Artem is an entrepreneur in heart and mind. He talks about online marketing based on his own experiences. He started his business with no marketing budget. He gives an overview of the different opportunities that exist for passionate entrepreneurs willing to focus on creating content. See video of the talk on YouTube: https://www.youtube.com/watch?v=0xrOLOylG7I Learn more about Artem's company at www.lumolink.com. This talk was given in Helsinki at Aalto University on 10 October 2014.TRANSCRIPT
Content marketingfor entrepreneurs
with no budgetArtem Daniliants / LumoLink
Please please please interrupt me with questions or smart
comebacks :)
About meBriefly :)
Lifestyle entrepreneur
I ❤ technologyWeb in particular
I ❤ online marketingSpecially things you can do for free
I ❤ startupsI can't stop creating new ones
I ❤ catsI own two Main Coons
I founded LumoLink in 2010I wanted to merge technology with marketing
So you wanted to start a company?
Soon you will find out that...
People don't care about your company
This is why you need...
Marketing
But there are challenges• No money
• Very little time
• No resources (people)
• Possibly no previous experience
• You have no brand (yet)
Not all is lost thou...• You are passionate
• You are flexible
• You dare to do take risks
• You can leverage modern tools/channels
This is where content marketing comes in
Creating online content as a means to attract more leads
offline or/and online
What is "content"?Visual, textual, audio or interactive
Why is content marketing gaining
popularity?
It's freeIn the beginning
Some of it takes very little time
Most of it though requires a lot of time
You can do it aloneDoing it on scale requires people
Content filters out trash
If you have 500 articles on building saunas over 10 years and 10000 subscribers maybe you know your
stuff :)
You don't need previous experience
to startOnly way to get really good is to keep doing it
Content = Internet currency
Search engines love itContent is huge part of search engine optimization
What is good content?
People should want to tell about it to others
(but anything is better then nothing)
How to get started?
What content should I create?
A mission bigger then youLet your mission guide your content creation
Examples of good company missions• We want to help IT companies be more productive
• Our aim is to create truly environmentally sustainable fashion
• We want to provide everyone on earth with clean water
• We want to help Finnish companies succeed in Russia
What exactly to write about?
Ask Google!Use AdWords Keyword Planner to find out relevant keywords for your industry
Be trendyUsing Google Trends to find out how to remain relevant
Reveal something few know about your
industryExample: Truth about car salesmen - things you need to
know to get the best deal
Do something others wouldn't
dare to doYouTube video link
Be a content curatorFilter out best content for your followers
Optimize, optimize, optimize...
Optimize content itself
Use analytics to find out which content works best
Tips on optimizing website content
1. Create title that grabs attention
• Tips on writing good titles
2. Create social media thumbnail that does the same
• Wordpress allows you to do this easily
3. Use images in articles
• Free image archives
4. Use keywords found in Keyword Planner
Where to put all these content?On your site of cause
How to get exposure?
Use social mediaGrow your following but leverage it sparingly
Package content into a podcast
Get on iTunes
See where others are getting links fromOpen Site explorer let's you see where any site is getting links from
This is how I do content marketing in
my companyI try to share as much knowledge as I have for free
How I grow my LinkedIn network
I scan business cards I get using Evernote Hello
I use our company blog as a content
hub
I try to turn offline opportunities into online assets
• I record my talks
• Share slides on SlideShare
• I upload PDF version of the slides to our site
I try to do things
differentlyDuring spring 2014 I
created a charity project
So far content marketing worked
pretty well for me :)
To succeed create content that...1. Makes people want to talk about you
2. Highlights your expertise/advantage indirectly
3. Dare to be different (don't overdo it though)
4. Find ways to create passively create online content
5. Optimize content to drive traffic to your sales funnel
6. Measure everything
Be A Creator, Not a Consumer
Thank you!Get in touch
/@artemd
/artem.daniliants
/in/artemdaniliants
Photo creditshttps://www.flickr.com/photos/doremigirl/https://www.flickr.com/photos/uk_parliament/https://www.flickr.com/photos/blueskyzmedia/https://www.flickr.com/photos/epsos/https://www.flickr.com/photos/rebelremedy/https://www.flickr.com/photos/68751915@N05/https://www.flickr.com/photos/turneround/https://www.flickr.com/photos/khoise7en/https://www.flickr.com/photos/miuenski/https://www.flickr.com/photos/heisenbergmedia/http://www.flickr.com/photos/hadock/http://www.flickr.com/photos/efrencd/http://www.flickr.com/photos/babagozum/http://www.flickr.com/photos/vixon/http://www.flickr.com/photos/ores2k/http://www.flickr.com/photos/kalexanderson/http://www.flickr.com/photos/katerha/http://www.flickr.com/photos/bluefountainmedia/http://www.flickr.com/photos/chadcooperphotos/http://www.flickr.com/photos/smemon/https://www.flickr.com/photos/carlos_maya/http://www.flickr.com/photos/bre/http://www.flickr.com/photos/scobleizer/