practical marketing education series.

Transcription

1 practical marketing education series. 10 content marketing tips your small business can do now 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

2 meet your presenters. 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 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.

3 meet your presenters. 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

4 practical marketing series session 2 10 Content Marketing Tips Small Businesses Can Put to Work Now YP Practical Marketing Presents:

5 the original content marketing program.

6 the original content marketing program.

7 the original content marketing program.

8 the original content marketing program.

9 the original content marketing program.

10 show me the research.

11 show me the research. Percentage of B2B small business marketers using content marketing

12 show me the research. Just 45% believe their content marketing is effective

13 show me the research. Percentage of B2B small business marketers who have a documented content strategy

14 tip #1: fill a need and find your why.

15 fill a need and find your why.

16 fill a need and find your why. Enabling women to have more quality time with their families

17 fill a need and find your why.

18 fill a need and find your why. Helps engineers answer the most challenging industry solder questions

19 fill a need and find your why. Social Media Search Engine Optimization INDIUM CONTENT Lead Generation 2014 YP companies. Intellectual All Property. other marks All contained rights reserved. herein YP, are the the YP property logo and of their all other respective YP marks owners. 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.

20 tip #2: create a content marketing mission.

21 create a content marketing mission.

22 create a content marketing mission. 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.

23 create a content marketing mission. 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

24 tip #3: publicly answer your customers questions.

25 publicly answer your customers questions. Marcus Sheridan CEO, River Pools & Spas

26 publicly answer your customers questions. River Pools and Spa In 2007: $4.5 million in Sales $250,000 advertising spend

27 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

28 publicly answer your customers questions.

29 publicly answer your customers questions. 75,000 visits per month

30 publicly answer your customers questions. yep, David vs. Goliath is real.

31 publicly answer your customers questions.

32 publicly answer your customers questions.

33 publicly answer your customers questions. 1 post over 3 yrs = 50,000 visitors = 4,000 subscribers = $84,000.00

34 tip #4: focus on subscribers as a key metric.

35 focus on subscribers as a key metric.

36 focus on subscribers as a key metric.

37 focus on subscribers as a key metric. What s the difference between those who subscribe to my content and those that don t?

38 tip #5: build an influencer list.

39 build an influencer list.

40 tip #6: use the social media program.

41 use the social media program. Influencer Sharing Content Marketing Sales 4 : 1 : 1

42 tip #7: bake influencers into your content.

43 bake influencers into your content.

44 bake influencers into your content.

45 tip #8: create an engine to get and keep subscribers.

46 create an engine to get and keep subscribers.

47 create an engine to get and keep subscribers.

48 create an engine to get and keep subscribers. 80%

49 tip #9: leverage SlideShare to grow subscribers.

50 leverage SlideShare to grow subscribers.

51 leverage SlideShare to grow subscribers.

52 tip #10: get your marketing objectives in order.

53 get your marketing objectives in order.

54 get your marketing objectives in order. Return on objective: Is the content driving sales? Is the content saving costs? Is the content making our customers happier, thus helping with retention?

55 get your marketing objectives in order. Create a WHY for each channel

56 take action. 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 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

57 questions? Thank You Joe

58 thank you! register for more practical marketing. adsolutions.yp.com/practicalmarketing adsolutions.yp.com/more-tools Be sure to register for the next in the practical marketing series: April 17, 11:00 am PST Increasing Local Brand Awareness with the Marketing & Media Monsters dynamic duo, Tara Jacobsen and Rebekah Welch 2014 YP companies. Intellectual All Property. other marks All contained rights reserved. herein YP, are the the YP property logo and of their all other respective YP marks owners. 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.