Content Jam 2013: 5 Steps to Building Big and Scaling Fast Through Content Marketing by Jodi Navta

Jodi Navta, VP Marketing and Communicationswww.coyote.com

Content Jam10/17/2013

$0-$1 billion in 7 years0-1300 employees in 7 years

Day 1

5 Steps to Building Big and Scaling Fast through

Content Marketing

92% of buyers trust word of mouth70% trust user generated reviews58% trust news articles

But even with all this, they will still research you behind your back!

This means that your story has to stand out and most importantly match any WOM stories out there

Consistency is keyAuthenticity is keyBe real

No Control: GoogleGlassdoorAngie’s listAmazon

Control: Your websiteYour social sitesYour sales teamMedia

Step 1:Look around you.

Get to know your organization. Get to know your employees.Who are the superstars? What motivates them?

Then you can tell their stories!

Understand Your AudienceWhat are you trying to tell them?Why should they care?

What do you want them to do with the information you are giving them?

Step 2:Get the facts.

Hire a journalist.

Then hire another one.

Step 3:Start story telling.

Choose your medium(s):

Build stories into collateralStart a campfireSales enablement

It doesn’t have to be all about you!

Do more than sell your products and services.

Remember: social media helps people relate to what we do and who we are, not what we sell.

What is social media?

Step 4:Leverage internal for external.

Step 5:Hold yourself accountable.

Step 1:Look around you.Step 2:Get the facts. Step 3:Start storytelling. Step 4:Leverage internal for external. Step 5:Hold yourself accountable.