5 Simple Steps for Entering the U.S. Market with Content

Fernando A. LabastidaEstuardo Robles

Angie BonattiContent Propulsion

Questions

Tweet questions to:

@flabastida

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What can Content Marketing Do for You?

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Gary Vaynerchuk – Wine Library TV

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Startups & Content Marketing

• HubSpot

• Kissmetrics

• Buffer

• Lander

• Unbounce

• Copyblogger Media: Studio Press, Synthesis, Rainmaker Systems

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http://yourstory.com/2014/08/indian-startups-content-marketing/

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So what is Content Marketing?

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What is Content Marketing?

“Content marketing is a marketing technique of creating and distributing valuable, relevant and

consistent content to attract and acquire a clearly defined audience – with the objective of

driving profitable customer action.”

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“Instead of marketing that’s needed by companies...(it’s) marketing that’s wanted by customers”

YouTility – Jay Baer

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It’s aboutVALUE

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Content Marketing

is nothing new

In fact it’s older than direct mail and TV advertising

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Benjamin Franklin - Poor Richard’s

Almanack

Started publishing Dec. Dec. 28 1739

Continued for 25 yearsyears

Content marketing to to promote his printing

printing business

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Published in 1900

There were 3,000 Cars in FranceThe Michelin brothers printed 34,000 copies

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Think like a Media Company

• Create valuable, high quality content – give away your “secret sauce”

• Provide guidance – educate, don’t sell

• Share and showcase your expertise

• Focused on customer questions, knowledge gaps and problems

• Written in their language without exaggerations or superlatives

• Reflect your company values

• Make it interesting – and entertaining

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Why Content Marketing?

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Banner Blindness

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Traditional Methods Don’t Work

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Sources of Information

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CEB & Google: The Digital Evolution in B2B Marketing

Opportunity Identifcation

Qualification ProposalClose the

SalePost-Sale

The traditional process

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CEB & Google: The Digital Evolution in B2B Marketing

57 % through the sales process

Prospects delay talking to a sales executive

Prospects do their own research Prospect finally decides to

talk to a sales exec, armed and dangerous

Close Sale

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It’s aboutVALUE

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5 Simple Steps

1. Find Your Niche

2. Create an Educational Webinar

3. Cascade your content

4. Promote your content

5. Content-based selling

Measure and repeat!

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First, let’s address Content Shock

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Find Your Niche

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Niche Strategy

Generic market “Whoever has money” is a recipe for confusion?

?

?

?

What are you gong to say to your market?

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Niche Strategy

Generic market A niche market is a market you can be either number 1 o 2

You know their vocabularyYou know their industryYou know their issues, problems and goals

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Niche Strategy

Sean D’SouzaPsychotactics.com

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Create an Educational Webinar

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Content Marketing Home Run

Be Super Helpful

e.g. the all-encompassing

guide to your topic

Be Super Convincing

e.g. original research reports

Be super entertaining

Lots of competition here

Doug Kessler

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Cascade your Content

eBook

Record webinar

TranscriptSpeechpad.comTranscribeme.comCLK Transcription

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Cascade your Content

eBook

Promote your Content

Earned

PaidOwned

Promote your Content

• Earned–Guest blogging

–Traditional PR

– Influencers

• Paid–Native advertising e.g. Outbrain, Taboola

• Owned–Blog

–Social Media

Owned media promotion

Gated

Non-Gated

eBook

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Calls to Action (CTAs)

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Landing pages

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Landing pages

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Content-based selling

Prospect List

CTA

Trent Dyrsmid, Groove Digital Marketing

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Measure and Repeat!

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The content marketing life-cycle

1st Quarter 2nd Quarter 3rd Quarter 4th Quarter

Webinar

eBook

BlogEtc.

Webinar

eBook

BlogEtc.

Webinar

eBook

BlogEtc.

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Thank you!

Questions? @flabastida

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