Content Marketing for Content Marketing for EntrepreneursEntrepreneurs

A Production of CoWorking Evanston and Daniel SchillerA Production of CoWorking Evanston and Daniel Schiller

Welcome!Welcome!July 26July 26thth 2011 2011

Content Marketing DefinedContent Marketing Defined

Content Marketing is the practice of creating, is the practice of creating, distributing and promoting unique assets to attract, distributing and promoting unique assets to attract, engage, and acquire a clearly defined and engage, and acquire a clearly defined and understood target audience- with the end result of understood target audience- with the end result of inciting profitable customer action. inciting profitable customer action.

Entrepreneurs Face UniqueEntrepreneurs Face UniqueMarketing ChallengesMarketing Challenges

Maybe you’ve been so focused on developing a viable Maybe you’ve been so focused on developing a viable business that you’ve little left over to devote to business that you’ve little left over to devote to marketing? marketing?

You are resourced challenged, and besides, how can You are resourced challenged, and besides, how can you do this well?you do this well?

I know the issues my customers face, but sometimes I know the issues my customers face, but sometimes they don’t know it.they don’t know it.

Who has time for this!? It isn’t selling per se, and it Who has time for this!? It isn’t selling per se, and it sounds like a luxury.sounds like a luxury.

Your Customers:Your Customers:It’s All About ThemIt’s All About Them

Creating the type of content that will Creating the type of content that will incite compelling, authentic incite compelling, authentic conversations requires knowing your conversations requires knowing your audience, how they consume media, audience, how they consume media, and the issues they face. This and the issues they face. This conversation is all about them.conversation is all about them.

Some points to consider:Some points to consider:Who are your customers?Who are your customers?How are they consuming media?How are they consuming media?What issues are they facing?What issues are they facing?How can you best use your resources to How can you best use your resources to meet customer needs?meet customer needs?

Content Marketing?Content Marketing?What’s That?What’s That?

What came first the content or the market? This is a What came first the content or the market? This is a challenge for businesses and their marketing plans. If a challenge for businesses and their marketing plans. If a business is going to assign its name to a given piece of business is going to assign its name to a given piece of content, it needs to be appropriate and achieve set content, it needs to be appropriate and achieve set objectives. This requires an investment of time, effort and objectives. This requires an investment of time, effort and resources. Just what are those objectives? Info from resources. Just what are those objectives? Info from HiveFire’s HiveFire’s Content Curation Adoption Survey 2011.Content Curation Adoption Survey 2011.

Where Am I Supposed To ObtainWhere Am I Supposed To ObtainAll This Content?All This Content?

Content does not grow on trees! You’re resource Content does not grow on trees! You’re resource constrained after all, and producing quality assets can tax constrained after all, and producing quality assets can tax even a well established business. You are not alone in this even a well established business. You are not alone in this observation. Most companies are utilizing some form of third observation. Most companies are utilizing some form of third party content.party content.

The Content Mix* of those who The Content Mix* of those who have used content curation in the have used content curation in the previous 6 mos:previous 6 mos:1.1.57.5%- use a mix of original and 57.5%- use a mix of original and third party contentthird party content2.2.18.3%- use original content 18.3%- use original content exclusivelyexclusively3.3.8.5%- use only third party 8.5%- use only third party contentcontent

Social Social channels channels are key- are key- 79% are 79% are

distributing distributing via Twitter, via Twitter, Facebook Facebook

etc.etc.

What sources do What sources do leading businesses use leading businesses use for 3rd party content?for 3rd party content?

*Information from *Information from HiveFire’s HiveFire’s

2011 Annual Content Curation Adoption Survey

Let’s Make a PlanLet’s Make a Plan

If you are taking the time to produce solid, credible premium If you are taking the time to produce solid, credible premium content you need to make sure it will deliver the results you content you need to make sure it will deliver the results you need. But what good is the content if there are not some need. But what good is the content if there are not some guidelines to ensure marketing success? Here are some top guidelines to ensure marketing success? Here are some top line suggestions:line suggestions:

Know your audience then:Know your audience then:1.1. Plan your content- Plan your content-

brainstorming sessionsbrainstorming sessions2.2. Create content that garners Create content that garners

attention- digestible bites!attention- digestible bites!3.3. SEO- utilize keywords and SEO- utilize keywords and

phrasesphrases4.4. Back links- within reasonBack links- within reason5.5. Socialize your content- tailor Socialize your content- tailor

key points to specific networkskey points to specific networks

Let’s talk Let’s talk about about

tailoring tailoring messages messages for specific for specific networks.networks.

Building a Might Nest- A Solutions Based Building a Might Nest- A Solutions Based ApproachApproach

While each network boasts a unique culture, your organization too is While each network boasts a unique culture, your organization too is home to a distinct culture that defines the brand. home to a distinct culture that defines the brand. From Brian SolisFrom Brian Solis

A Mighty Nest is an A Mighty Nest is an example of a growing example of a growing business that has business that has leveraged the groundswell leveraged the groundswell to drive growth. But how:to drive growth. But how:Provide insightProvide insightProvide need to know Provide need to know informationinformationSolutions orientation Solutions orientation focusfocusOffer community Offer community members purpose, members purpose, sustenance, and directionsustenance, and direction

Other examples of content that works to Other examples of content that works to engage by being engaging?engage by being engaging?

Content Marketing Builds ConnectionsContent Marketing Builds Connectionsand Business Relationshipsand Business Relationships

The fact that we are having this session is proof that content marketing works The fact that we are having this session is proof that content marketing works to build connectionsto build connections. . It may not seem like second nature yet, but when you It may not seem like second nature yet, but when you take the time to blog about someone’s business you stand to gain from forming take the time to blog about someone’s business you stand to gain from forming new relationships.new relationships.

Rising tides lift all ships! Blogging Rising tides lift all ships! Blogging for business works well to:for business works well to:Highlight your expertiseHighlight your expertiseHighlight your client’s and Highlight your client’s and potential clients’ expertisepotential clients’ expertiseLeverage cross promotionLeverage cross promotionProvide insight and info to your Provide insight and info to your followersfollowersIdentify issues and provide Identify issues and provide proactive solutionsproactive solutionsProvide rationale for others to Provide rationale for others to do business with youdo business with you

Concluding Points We’d Be Remiss To OmitConcluding Points We’d Be Remiss To Omit

A few remarks:A few remarks:•It’s not easy to do well, but doing to well pays It’s not easy to do well, but doing to well pays dividends for your businessdividends for your business• Identify what you can do well- and do just thatIdentify what you can do well- and do just that• Plan- make one and stick with it!Plan- make one and stick with it!• Know your customers and their needs:Know your customers and their needs:

Assess their needsAssess their needs Assess their media consumption habitsAssess their media consumption habits Be solutions oriented!Be solutions oriented!

Connect with us:Connect with us:@CoworkEv@CoworkEv @alphabetum@alphabetum @danielschiller@danielschiller