content marketing...for startups
DESCRIPTION
As an agency partner with The Brandery, we were asked to discuss content marketing for the 2014 class. We focused on the big picture as well as what a startup can do NOW to begin content marketing with little time or resources.TRANSCRIPT
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Content Marketing… for Startups
07.22.14 | #Brandery2014
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Content Marketing for Startups
! Who Am I?
! What is Content Marketing?
! Why/How Should You Do It?
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In Summary
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Who Am I?
! @prblog
! 44 18 years content marketing experience
! Magnetic Content Studios
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Who Am I?
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What is it? Why/How Should You Do It?
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Resurging Marketing Model
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WHY Market Content?
Image by: blog.eWaydirect.com
Ø Digital Age / Social Era
Ø Consumers Control Media
Ø Engagement - A Premium
Ø Data = Indispensable
Ø Distribution is Changing
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It Can Convert Customers
Motivation
Consideration
Barriers
Commitment
Not Branded
Some Branding
Branded
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Content Marketing is NOT
! Easy
! Solely an external process
! All about you, your brand
! All about form: infographics, videos, slides shows, white papers and other tl;dr content
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Content Marketing is NOT
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Strategy First Process
• 90% of B2C say they are using content marketing
• Less than 40% have a documented content strategy
Content Marketing Institute - B2C Content Marketing 2014: Benchmarks, Budgets, and Trends-North America
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Content Marketing Process
! Plan: Listen, Mine Insight, Create Editorial Strategy, Define Publishing Operations
! Publish: Content Creation Process
! Distribute: Paid Headline Syndication
! Optimize: Iterate
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How You Should Do It?
! Like an App
! Focus on listening, testing and learning at a smaller scale
! Initial work informs broader effort
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How You Should Do It?
! Plan: Listen via social and search, follow competitors, ask customers
! Publish: Start creating content via Medium, LinkedIn, Tumblr
! Distribute: Make sure content is sharable, share as/when relevant
! Optimize: Rinse, lather, repeat
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How You Should Do It?
! Like an Investor
! Like a Boss
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In Summary
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Questions?