SME Content Marketing: Big Results with Small Budgets

SME Content Marketing: Big Results with Small Budgets. Matthew Barby

The process.

Define your content marketing campaign objectives Develop your content marketing strategy

Build your content delivery team Measure the success of the campaign

@MatthewBarby // #LearnInbound

Setting objectives.


What do you want to achieve?

Brand awareness Social engagement

Lead generation Search engine visibility

Brand identity (e.g. thought leadership) Data collection

Web traffic generation



Formulating a content strategy.


Content strategy development.

Conduct a full audit of your competitors Run an audit of your own presence and

benchmark against competitors Analyse the top performing content within your industry

Develop specific content ideas and themes that form the basis of your content strategy


Competitor analysis.

Web traffic/search traffic (SimilarWeb/SEMrush/Quantcast) Backlinks/mentions (Majestic/Ahrefs/Moz)

Social media following (Twitter/Facebook/YouTube/etc.) Content volume/frequency (look at their website)

Top performing content (BuzzSumo) Top online mentions (Moz/Mention.com)




Auditing your own presence.

Web traffic sources (Google Analytics) Search engine queries (Webmaster Tools)

Mentions (Mention.com/Fresh Web Explorer) Backlinks (Majestic/Moz/Ahrefs)

Social engagement (Sprout Social/Buffer) Content performance (BuzzSumo/Social Crawlytics/

Google Analytics)



Types of content.

Text articles Infographics

Videos Mobile/web apps

Interactive graphics Tools/software

Quizzes/surveys eBooks

White papers Memes

Reviews

Lists Case studies Interviews Checklists

FAQs Tutorials Podcast

Illustrations Contests

Newsletters Webinars



Building a content delivery team.


Why build a content team?

Tap into a diverse set of skills and knowledge Access to the social channels and audience of the team

Accelerate credibility through the team’s authority Leverage editor/blogger connections of the team

You’re building a delivery team as

well as a creation team


Example: BuildFire.


Quick overview.

BuildFire are a new tech startup from California The company had no existing content or presence online

Needed to dramatically raise brand awareness for their product Looking to rank for some extremely competitive

keywords (e.g. build an app) Most of their competitors have established themselves within the

marketplace already


Blog Title Author Social Shares

11 Creative Ways to Promote Your App for Free Umar Khan 196

7 Ways to Generate Awesome New App Ideas Christopher Meier 28

7 Ways That Your Small Business Can Win on Pinterest David Lewis 74

How to Get Your App Submitted to the App Store Shaun Quarton 45

An App Promotion Checklist for Small Businesses Umar Khan 210



Results.

Increase in traffic from <1,000 monthly visits to >25,000 visits within 3 months

Features within Forbes, Entrepreneur.com, Huffington Post, TechRadar, CNN, Moz, Tech.co, Business News Daily and more

Conversion rate of just under 15% from traffic generated via our campaign Increased engagement across Twitter and Facebook

Widened visibility within the search engines for relevant search terms Relationships built with key industry influencers


Measuring success.


Measuring success.

Understanding the true value of a website visitor Monitoring social shares on content and online reach

Brand awareness monitoring through branded searches New brand mentions and link acquisition

Web traffic and content engagement Online/offline conversions



Remember.


The process.

Define your content marketing campaign objectives Develop your content marketing strategy

Build your content delivery team Measure the success of the campaign


Extra reading.

http://bit.ly/1Km1FqM

http://bit.ly/1tJWTZN

http://bit.ly/1yB10OD

http://mklnd.com/1yB1tAo

http://bit.ly/1w14Vxh












Questions?


We are vision makers. Content creators. Brand builders and strategic storytellers. Drawing on an integrated, intelligent offering, we devise and deliver deep, meaningful and original thinking to help transform businesses through brand-led, content-driven programmes. We do this on every level, inside and out – from employees and internal stakeholders company wide, to influential business audiences and customers worldwide – online and offline, nationally and internationally. And we’ve been doing it since 1964, making us a true original and proven expert in game-changing communications. We are Wyatt International.


www.wyattinternational.com [email protected] @WyattIntl

Small Business & Entrepreneurship

SME Content Marketing: Big Results with Small Budgets