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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.
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Content Marketing… for Startups
07.22.14 | #Brandery2014
Content Marketing for Startups
! Who Am I?
! What is Content Marketing?
! Why/How Should You Do It?
In Summary
Who Am I?
! @prblog
! 44 18 years content marketing experience
! Magnetic Content Studios
Who Am I?
What is it? Why/How Should You Do It?
Resurging Marketing Model
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
It Can Convert Customers
Motivation
Consideration
Barriers
Commitment
Not Branded
Some Branding
Branded
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
Content Marketing is NOT
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
Content Marketing Process
! Plan: Listen, Mine Insight, Create Editorial Strategy, Define Publishing Operations
! Publish: Content Creation Process
! Distribute: Paid Headline Syndication
! Optimize: Iterate
How You Should Do It?
! Like an App
! Focus on listening, testing and learning at a smaller scale
! Initial work informs broader effort
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
How You Should Do It?
! Like an Investor
! Like a Boss
In Summary
Questions?