6 Steps To Perfecting Your Small Business Content Strategy [webinar slides]

Presented by Plan Promote Prosper & B Squared Media, LLC

B Squared Media, LLC #ThinkConversation

Your PresentersJamie Teasdale

Owner, Plan Promote ProsperTwitter: @PlanPromotePros

www.fb.com/PlanPromoteProsper

Brooke BallardFounder & Chief Social Strategist

Twitter (biz): @B2MediaLLCTwitter (personal): @MadSMScientist

www.fb.com/b2socialmedia

Plan Promote Prosper #LeadByContent

http://www.fb.com/PlanPromoteProsper

http://www.fb.com/b2socialmedia


Plan Promote Prosper


Planning is an essential step in business growth.

Communication planning can be an arduous process, but every

business should research & plan ahead for optimal

effectiveness.

We make it SIMPLE!


The B Squared Brand

“Online marketing isn’t a series of

campaigns. With B Squared Media

it’s a conversation.”


Our Story



The 6 ‘Perfect’ Content Marketing Steps



Content Audit

Start by identifying your content assets…


Content Audit



Blogs Resource documents White papers E-Books Newsletters

Illustration files Infographics FAQ’s Educational presentations Testimonials

Do you have any of these?…

Content Audit



What do you ask your customers frequently? What do they ask you?

Review analytics for popular pages Social page insights for popular conversations

Then consider…

POLL QUESTION:

Do you create content specifically for your sales pipeline?

A: YesB: No



Content For The Entire Customer Lifecycle

Image Source: Infusionsoft



http://www.infusionsoft.com/

Your Content Weapons

FAQ on website

Completely filled out social sites

Infographics

SlideShare Decks

Telling your story

Telling the story of your customers

*How can you SHOW these?

Psychographics: Feelings, Attitudes, Values, Opinions, Beliefs

User data: Behaviors



How Content Attracts Leads



How Content Grows Customers



Leveraging The Seasons With Your Content

Step #1. Get a calendar!

PLAN AHEAD!



POLL QUESTION:

Do you plan ahead for your content each year?

A: AlwaysB: Sometimes

c: Never






Step #2 Map out the basics:

each national holiday beginning of new seasons school year NPO schedules Q1-4 sports seasons local events annual events conferences




Then think…

about your target

and their annual

calendar!

Organizing & Scheduling Content

What are your annual

goals for your business?

Know your goals.






Review analytics regularly

Days of week

Times of day

Popular topics

WHEN: WHERE: HOW:Schedule it on

Buffer

HootSuite

Sprout Social

What platforms are your targets on?

Blogs (yours & others)

Social sites




Don’t forget Keywords: Use the right formula of keywords consistently Cycle through and rotate your key phrases

Curate Content: Offer guest blogging Ask your community Repurpose 3rd party content Create lists

POLL QUESTION:

Do you recycle/reuse/remix your content?

Tell us how!

A: YesB: No



Remix & Reuse: How To Recycle Content



Remix: How To Recycle Content

Make it visual (try SlideShare)List posts (best of, resources for, etc.)Make guest posts your ownCreate a seriesNote updatesImplement a lead magnet



http://www.slideshare.net/

Reuse: How To Recycle Content

Show off (tool to try: PostSkin)Market evergreen content (tool to try: Revive

Old Post)#TBT ------------------------------->Go from BIG to smallUse content in your events



http://www.postskin.com/

Content & Your Sales Pipeline



Content & Your Sales Pipeline: Awareness

WebsiteBlogSocial media sitesPresentations EventsVisuals (videos, infographics, interviews)



Content & Your Sales Pipeline: Consideration

Case StudiesWhite papers & reportsTestimonialsSocial Proof



Content & Your Sales Pipeline: Decision

Sales presentation/collateral Internal, not external Segmented/targeted based on downloads

(CRM)List of products & servicesPricing (proposal)



Who Has Questions?



Thank You!

Plan Promote Prosperwww.planpromoteprosper.com

Specialties:• Content Marketing Plans

• Blogging, E-Newsletter & Social Media Plans

• Competitive Research Reports

B Squared Mediawww.b2onlinemedia.com

Specialties:• Done-For-You Social Media

Marketing• Strategic Content Marketing &

Content Creation• Automation Marketing



http://www.planpromoteprosper.com/

http://www.b2onlinemedia.com/