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?