practical marketing education seriesadsolutions.yp.com/...contentmrkt...tips_webinar.pdftina stock |...
TRANSCRIPT
![Page 1: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/1.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual
Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.
practical marketing
education series.
10 content marketing tips your
small business can do now
![Page 2: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/2.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Tina Stock | YP | Executive Director, Marketing
An entrepreneurial marketing executive with over 10 years
experience in product marketing, social media marketing, content
marketing, communications strategy, display advertising and search
engine marketing. Tina blogs about marketing at tinastock.com,
and you can follow her on Twitter @tinadstock.
About YP
• YP is North America’s largest local search, media and
advertising company.
• Our mission is to help local businesses and communities grow.
• We generate 40 billion annual impressions on the YP Local Ad Network
and have 3,000 marketing consultants helping over 600,000 businesses
get, and keep customers.
meet your presenters.
![Page 3: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/3.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Joe Pulizzi | CEO, Content Marketing Institute
Author of Epic Content Marketing, named top 5 book of
2013 by Fortune Magazine
Founder of Content Marketing Institute
LinkedIn Influencer
@JoePulizzi
meet your presenters.
![Page 4: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/4.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
10 Content Marketing Tips Small Businesses
Can Put to Work Now
practical marketing series
session 2
YP Practical Marketing Presents:
![Page 5: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/5.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
the original content
marketing program.
![Page 6: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/6.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
the original content marketing program.
![Page 7: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/7.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
the original content marketing program.
![Page 8: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/8.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
the original content marketing program.
![Page 9: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/9.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
the original content marketing program.
![Page 10: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/10.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
show me the research.
![Page 11: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/11.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
show me the research.
Percentage of B2B small business
marketers using content marketing
http://bitly.com/cm-research
![Page 12: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/12.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Just 45% believe their
content marketing is effective
show me the research.
![Page 13: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/13.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
show me the research.
Percentage of B2B small business marketers
who have a documented content strategy
http://bitly.com/cm-research
![Page 14: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/14.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
tip #1:
fill a need and find your why.
![Page 15: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/15.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
fill a need and find your why.
![Page 16: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/16.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
fill a need and find your why.
Enabling women to have more quality
time with their families
![Page 17: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/17.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
fill a need and find your why.
![Page 18: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/18.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
fill a need and find your why.
Helps engineers answer the
most challenging industry solder
questions
![Page 19: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/19.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
fill a need and find your why.
© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
Search Engine Optimization
Lead Generation
Social Media
INDIUM CONTENT
![Page 20: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/20.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
tip #2:
create a content
marketing mission.
![Page 21: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/21.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
create a content marketing mission.
![Page 22: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/22.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration for
running and growing their
businesses.
create a content marketing mission.
![Page 23: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/23.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration for
running and growing their businesses.
1. Core Target Audience
2. What Will Be Delivered
3. The Outcome for the Audience
create a content marketing mission.
![Page 24: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/24.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
tip #3:
publicly answer your
customers’ questions.
![Page 25: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/25.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Marcus Sheridan
CEO, River Pools & Spas
publicly answer your customers’ questions.
![Page 26: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/26.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
publicly answer your customers’ questions.
River Pools and Spa
In 2007:
• $4.5 million in Sales
• $250,000 advertising spend
![Page 27: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/27.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
publicly answer your customers’ questions.
River Pools and Spa
In 2011:
• Sold more fiberglass swimming
pools than any other pool
retailer in North America
• $40,000 in
advertising spend
• Won 15% more bids
• Cut sales cycle in half
![Page 28: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/28.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
publicly answer your customers’ questions.
![Page 29: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/29.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
75,000 visits per month
publicly answer your customers’ questions.
![Page 30: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/30.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
yep, David vs. Goliath is real.
publicly answer your customers’ questions.
![Page 31: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/31.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
publicly answer your customers’ questions.
![Page 32: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/32.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
publicly answer your customers’ questions.
![Page 33: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/33.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
1 post over 3 yrs
= 50,000 visitors = 4,000 subscribers = $84,000.00
publicly answer your customers’ questions.
![Page 34: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/34.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
tip #4:
focus on subscribers
as a key metric.
![Page 35: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/35.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
focus on subscribers as a key metric.
![Page 36: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/36.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
focus on subscribers as a key metric.
![Page 37: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/37.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
focus on subscribers as a key metric.
What’s the difference
between those who
subscribe to my content
and those that don’t?
![Page 38: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/38.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
tip #5:
build an influencer list.
![Page 39: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/39.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
build an influencer list.
![Page 40: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/40.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
tip #6:
use the social media
4-1-1 program.
![Page 41: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/41.jpg)
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companies. All other marks contained herein are the property of their respective owners.
use the social media 4-1-1 program.
4 : 1 : 1
Influencer
Sharing
Content
Marketing Sales
![Page 42: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/42.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
tip #7:
bake influencers
into your content.
![Page 43: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/43.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
bake influencers into your content.
![Page 44: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/44.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
bake influencers into your content.
![Page 45: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/45.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
tip #8:
create an engine to get
and keep subscribers.
![Page 46: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/46.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
create an engine to get and keep subscribers.
![Page 47: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/47.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
create an engine to get and keep subscribers.
![Page 48: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/48.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
80%
create an engine to get and keep subscribers.
![Page 49: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/49.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
tip #9:
leverage SlideShare
to grow subscribers.
![Page 50: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/50.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
leverage SlideShare to grow subscribers.
![Page 51: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/51.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
leverage SlideShare to grow subscribers.
![Page 52: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/52.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
tip #10:
get your marketing
objectives in order.
![Page 53: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/53.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
get your marketing objectives in order.
![Page 54: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/54.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Return on objective:
• Is the content driving sales?
• Is the content saving costs?
• Is the content making our customers
happier, thus helping with retention?
get your marketing objectives in order.
![Page 55: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/55.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
get your marketing objectives in order.
Create a WHY for
each channel
![Page 56: Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock | YP | Executive Director, Marketing An entrepreneurial marketing executive with](https://reader030.vdocuments.net/reader030/viewer/2022041018/5ecb95b7665ad44bb95b3250/html5/thumbnails/56.jpg)
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
1. Find your why
2. Create a content marketing
mission statement
3. Publicly answer your
customers’ questions
4. Focus on subscribers as a key metric
5. Build an influencer list
6. Use social media 4-1-1
7. Bake influencers into your content
8. Create an engine to get and
keep subscribers
9. Leverage SlideShare
10. Create a why for each
content channel
take action.
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© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Joe Pulizzi [email protected]
@JoePulizzi
Thank You
questions?
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© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners. © 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
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Increasing Local Brand
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