content marketing for startup founders - how to take over the world
DESCRIPTION
Scott Handsaker's presentation on Content Marketing, delivered at the WeTeachMe speed teaching event in Melbourne, Australia on the 12th of June 2012.TRANSCRIPT
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www.attendly.com
Content Marketing for Startup Founders(How to Take Over the World)
Scott Handsaker – CEO and Co-Founder
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SCOTT HANDSAKER
CEO / Co-Founder Eventarc + Attendly
Raised Venture Capital
Mentor at Angelcube
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TYPICAL MARKETING SLIDE
Sponsor meetups
Blogging
Adwords
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YOU CAN TAKE OVER THE WORLD FROM MELBOURNE
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The process of earning the interest ofcustomers rather than buying it
INBOUND MARKETING
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INBOUND MARKETING
Content
SEO
Social
CRO
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TYPICAL AUSSIE STARTUP
PPC
SEO
Direct Sales
PR
WOM
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CONTENT MARKETING
Scalable
Economical
Anyone can do it
Keeps working
Effective
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WHAT ARE WE TRYING TO ACHIEVE?
Get more customers
Get more leads
Get more revenue
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WE DO THIS BY EARNING TRUST
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YOUR CONTENT MUST BE
Exceptional
Original
Interesting
Shareable
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EVENTARC 2010
6,000 uniques in 48 hrs
Distribution by thought leaders
Then we stopped – WTF?
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EVENTARC 2012
2 to 3 posts a week
Seeding on Twitter and Facebook
It's not enough!
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THIS MAY BE MORE WORK THANWE THOUGHT
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1. IDENTIFY YOUR TARGET MARKET
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2. GENERATE 100 TOPICS / IDEAS
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3. DECIDE ON TYPES OF CONTENT
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4. DECIDE WHO WILL PRODUCE IT
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5. PRODUCE AN EDITORIAL CALENDAR
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6. PRODUCE AND PUBLISH
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7. SEED THE SHIT OUT OF IT (50%)
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8. MEASURE, THEN ITERATE
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YOUR CONTENT MARKETING...
Sustained
Voluminous
Remarkable
Strategic
Don't give up!
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