Content Marketing For Small Business

David PolivyTahoe Mountain Sports

Ready, Set, Go!

AGENDA:• Who am I and why am I here?• What is content marketing?

• Why take part in content marketing?• Examples of how it works – Video, Social, Blog• Whoa! Times Up – Let’s Go Have a Beer!

Tahoe Mountain Sports• In business since 2006,

started as online only• ~20% growth YOY, 7 FT/YR

employees• Now, 2500s.f. store in KB,

60% sales online/40% in store

• Omnichannel Retail model• #2 Specialty Outdoor

Retailer for Youtube Views (over 600,000)

• FB Fans: 9500+• Twitter: 1007+• Instagram: 525+

I want you to leave with:

• Actionable items that you can execute on asap

• An understanding of the ways in which you can perform content marketing

• Be energized to tell your story!

What is content marketing?• “Content marketing is any marketing format that involves

the creation and sharing of media and publishing content in order to acquire customers.” – Wikipedia

• “Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.” – Copy Blogger

• What Will You Get Out of It?– More Likes, followers, fans, etc…– More people talking about your pages ,visiting your website– More check-in’s, in-store redemptions, word of mouth– Email addresses

Holy Grail• Sales, Referrals, Leads, Subscriptions• How you execute post-content

• Why Do It?– It’s FREE – sort of– It’s Fun – most of the time– Engages your team, staff,

consultants, etc….– It’s unique– It will set you apart

because you are trying!

The Tahoe Mountain Sports Strategy

Video * Social/Storytelling * Blogging

What is your strategy going to be?Pick 1 and give it a try!

Video

Single Backpack Review – 26k views over 2 years – 4 mins long

About Us Video– 1500 views over 2 years – 2 mins long

Buying Guide Video– 6200k views over 6 months – 5 mins long

Product Category How To Video – 18k views over 2 years – 7 mins long

Video Cost/Benefit Analysis – Is this right for my business?

Costs: Filming, Editing, Props, Sets, Resources, Time,

Copyright Issues, etc….Benefits:

Customer Service, Personal Touch, Traffic/Visits, Search Engine Positioning (Google Owns

Youtube), Follow Up Leads/Sales, Conversions

Social Media/Storytelling

Collaboration between Brand, Retailer & Affiliate (Content aggregator/referrer)

•Brand Goal – Raise awareness for their women’s line of packs•Affiliate Goal – Develop extensive series of stories to focus on during summer•Retailer Goal – Sell stuff!

Social Media/StoryTelling ResultsCosts

Dollars - $2500 Split between Retailer and Brand (Mostly for site placement and product review compensation) Time – From our perspective, minimal (5-10 hours)

BenefitsContent – 3 months worth of social posts from product reviews, giveaway announcements, special dealsReach (Part 1) – Industry took note, highlighted the partnership Reach (Part 2) – Other pubs, outlets, bloggers, social media properties took note and reposted/repurposed content with links and creditsROI (Part 1) - $8000 directly from active campaign but $16000+ and ongoing from relationship developedROI (Part 2) – Over 1100 qualified and opted in email addresses added to our database. Over 1-2 years, this could result in $20k+ in sales

Blogging1) Integrate 2) Keep Fresh 3) Allow Guests 4) Try Not To Sell 5) Be Professional

6) Ensure You Link In and Out (if necessary) 7) Promote via Social 8) Tell a Story

BloggingSee the similarities to the Video topics?

What’s Different? The ability to tell a story and provide details!

Blogging ResultsCosts

Dollars – Cost of paying the writer be it your staff person, you or a guest posterTime – 1-5 hours depending on subject matter, research, details, etc

BenefitsEasiest to Execute on by farContent – Ongoing availability of material for cross promotion, Long lasting and reusable, TimelyReach - Search Engines, Partner trade, Partner recruitment, SyndicationAuthority – Trusted source, Expert on topic, Others start coming to youLinking – Inbound and outbound linking – Google likes thisROI – Compounded over time, In the many thousands, Over 15% of sitewide conversions visited the blog at some time during their buying process

Measureable ROI

Determine What’s Most Important to Your BusinessHow Are You Going to Execute Post Content?

What Are You Going To Do With Your Content?

Sales, Emails, Prospects, Follow Up & Convert!

Thank You and Now Go Play Outside!!!!!!