Content Marketing for Small Business

Part II - Content & Inbound Marketing StrategyPresented by Glenn Geffcken (BALANCED IS) & Tony Zeoli (DSW)

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Workshop IntentionTo empower small business owners to:

• Authentically differentiate themselves

• Position themselves with compelling content

• Employ more financially accessible marketing strategies

• Measure, analyze, and act on data

• Create a long-term, sustainable relationship with their intended audience 2

Workshop TakeawayThe content I create:

• I truly believe in

• Is achievable/sustainable on a scheduled basis

– (daily, weekly, monthly, yearly)

• Is comprised of compelling text, audio, video, and images

– Purposeful, stimulating, inspiring, educational, or informational

– Drives interest, engagement, and brand loyalty

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What is Content Marketing?“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience” 1

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● Content marketing is the second most effective form of marketing

● It’s more effective than advertising, and advertising is far more expensive

● It doesn’t beat face-to-face connections, although it reaches a much wider audience

● It builds trust with your intended audience

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Why Content Marketing?

Content Marketing 2016“…interest in “content marketing” has climbed steadily since 2011, but in Q4 of 2015, it jumped 20 percent, growing as much in two months as it did over the past two years.” 2

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Source: http://www.nielsen.com/us/en/insights/reports/2015/global-trust-in-advertising-2015.html

Trust in Advertising (2015)3

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Nielsen Global Trust in Advertising Survey 20154

State of Online Advertising• Google AdWords is expensive

• CPC keywords > $ to $$$…per click!

• Ad Blocking comes with Apple iOS and Safari browser

• Advertising does not equate to knowledge

• Search is powerful

• When we provide content, we provide context

• 62% of millennials say their online loyalty towards a brand is driven by online content5 9

Motivation• Personal and professional creative expression• Gifting transformational content to others• Connecting with like-minded people (intended audience)• Build trust, visibility and brand loyalty• Unfolds an ongoing story related to your brand, which leads

to authentic, lasting and sustainable connections• Authentic connections lead to brand loyalty, which leads to

customers and clients– Stated in standard business terminologies, “leads to ROI”

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If all we do...If all we do is convey WHAT we do, no matter how clever the language or appeal, we’re just a commodity-based product or service, competing based on price and features.

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On the other hand...Instead of merely conveying our WHAT, we convey our WHY, our reason for being, we connect with our audience in a deeper and more compelling way.

A way of connection that brings about brand loyalty where your customers do your marketing for you.

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The Path of Content Marketing

Marketing based on a well developed identity

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Unconventional Content-Oriented Marketing

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Unconventional Content-Oriented Marketing

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Traditional Marketing

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Repelling those not in alignment

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Attraction - Not Promotion

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In publishing, art, and communication, content is the information and experience(s) directed towards an end-user or audience.[1] Content is "something that is to be expressed through some medium, as speech, writing or any of various arts".[2] Content can be delivered via many different media including the internet, television, audio CDs, books, magazines, and live events, such as conferences and stage performances.6

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What is content?

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Basically, content marketing is the the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.7

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The Art of not selling

Permission MarketingPermission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.

It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.8

— Seth Godin

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Value equates to loyaltyThe essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.9

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Greatest Misconceptions in Content Marketing

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Rand Fiskin - MOZ

http://bit.ly/moz-whiteboard-friday

Case Study - Balance Is Blogs

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• Five basic content types:

– Audio (streaming, podcasting, audio books)

– Video (YouTube, Periscope, Vimeo, Google Hangouts)

– Text (Written blogs, commenting, How-To’s, White Papers)

– Images (Photography, Infographics, Graphic Design)

– Experiential (speaking, teaching, training, presenting) 27

Content Types

Everything we create has one or all of these basic elements

• Photo (pixels)• Design (vector), web site, banner ads, logo,

infographics• Fonts (free Google Fonts, Adobe TypeKit)• Video (.mp4, proprietary streaming codecs)• Audio (.mp3, proprietary streaming codecs)• Data - (Statistics, Demographic Information,

Analytics, Reports)• Location (Google Local, Yelp,

FourSquare/Swarm, Trip Advisor)• Logo, LogoType• Domain Name (TLDs)• Email address (personal/business)• Mobile Responsive Website and/or Blog

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● Mobile Application● Webinar● Q&A/Knowledge● White papers● E-book● Book, E-magazine● Speeches/public speaking

● Text (biography, about us, product descriptions, etc…)

● Social Media accounts (Facebook, Twitter, LinkedIn, Online forums like Quora, Stack Exchange)

● Help Desk, GetSatisfaction/ZenDesk)

Content Examples

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105 Types of Content10

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Planning11

What Marketing Strategies Are You Good At?• Networking or developing content?• Visual design or words?• Advertising or social media?• Facebook or Twitter?• Flyers or face to face?• Blended technical and creative design• Analytics and analysis or driving vision

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Know what you’re good at and most enjoy doing

Your Website• Your website is your calling card

• How well it’s designed, the colors, the font size, the navigation are all important

• 85% of respondents said they tend to distrust a company with a poorly designed website

• It’s the backbone of your content marketing strategy

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Blogging• Regularly give something of value to those you

care about• Build a rich narrative that speaks authentically

to who you are• Enhanced SEO• Frequent interaction• Enriched social media• It’s fun

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Guest Blogging• Reach a wider audience• Build authority

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• Backlinks / SEO• Build your mailing list

Video• 80% of all internet traffic

will be video by 2019. That's up from 64% in 2014.12

• 96% of B2B organizations are using video has part of their online marketing13

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Infographics14

An Infographic is a visual image, such as a chart or diagram, used to represent information or data.

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PodcastingA digital audio file made available on the Internet for downloading to a computer or portable media player, typically available as a series, new installments of which can be received by subscribers automatically.

Percentage of Americans who have listened to a podcast in the past month has increased steadily since 2013, from 12% to 21% in three years.15

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Other Forms of Content Marketing• Internet radio stations• Webinars• White papers• Resource documents• e-Book• Write a book• Put on a content marketing workshop

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Case Study - Melibee Global

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● Publish Downloadable PDFWrite Content○ Design○ Export○ Upload○ Market

Short Break

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• Website designed for desktop, tablet, and mobile phone

• Responds to the screen size of the browsing device

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Is your content mobile optimized?

• 2014

• Mobile overtakes desktop

• 1.7B Users

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Our audience is mobile16

• How fast our message transmits across the Internet

• Consider the bandwidth available to your intended audience

• Optimize website and media for speed

– mobile responsive

– small file sizes

– rely on third parties to broadcast your content - especially audio and video

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Speed & Size

• "Moore's law" is the observation that, over the history of computing hardware, the number of transistors in a dense integrated circuit has doubled approximately every two years.

• May stop shrinking in 2021, new methods of development coming into play.17

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Moore’s Law

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Storage is finite

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Bandwith is expensive

• Be thoughtful about what you produce

• Light and fast• Content not free• Cable Internet• Mobile Plan• Overages

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Cost of consumption

What Is Inbound Marketing?

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Inbound marketing is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention. Sharing is caring and inbound marketing is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more.18

Four Inbound Marketing Actions19

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• 62% Lower Cost Per Lead 20

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Inbound Marketing

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Cycle of Engagement21

● Awareness● Advocacy● Engagement● Retential

• Search is how we uncover information• Become the most authoritative voice in your vertical• 100s of ranking signals, but common sense ones apply

– Mobile responsive site, site speed, authoritative voice, links back to your site, quality content, outbound links to other sources

– Google penalizes sites in mobile search that are not responsive

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Search Engine Optimization (SEO)

• Optimize our pages/posts with keywords

– Title

– Body

• Optimize for Open Graph

– Setting correct image and description, can even set a video

• Keywords themselves [meta keywords] deprecated long ago

• Link building is important53

Search Engine Optimization (SEO)

• One page with information and calls to action

– Info

– Forms

– Downloads

• Share a URL, drive traffic to landing page & track conversions

• Use short URL service like bit.ly to convert:– https://totalmerchantresources.com/business-financial-solutions/

– http://bit.ly/smallbizloans 54

Landing Page

• Tracking “pixel” is small image placed on your site that is tracked by Google, Facebook, Twitter

• When you visit a web page, the tracking pixel sees your visit by tracking the IP address of your computer and a cookie placed in your browser

• When you visit a social network or website, you may see an ad for the website you visited.

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Re-targeting

Harry’s

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Visit Harry’s website

Facebook delivers ad in news feed

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Facebook Boosted Post

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Promoted Tweet

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How Marketers Use Social Media

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• Google Analytics

– Enterprise class analytics

– Universal Analytics includes Demographics and Interests reporting

– Set up conversion funnels to learn how you’re converting

– View Google Analytics in WordPress Dashboard

• WordPress.com analytics by connecting JetPack

• GetClicky61

Analytics

Email Marketing• Segmentation

• Better styling

• Video email

• Marketing Automation (Drip campaigns)

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Marketing AutomationMarketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.

http://www.hubspot.com/marketing-automation-information

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Customer Relationship ManagementCRM, or customer relationship management, refers to software that lets companies track every interaction with current and future customers. CRM doesn’t refer to a specific set of features or a brand. It’s a catchall term for any system that allows this kind of tracking, so the software itself is usually just referred to by the acronym 'CRM.'

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CRM Companies• Insightly (integrated in Gmail)

• Highrise

• Salesforce

• Sugar

• Hubspot

• Marketo

• Cloud For Good65

Case Study - All In One SEO Pack

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• Content marketing is a gift• Leverage across platforms• Be your authentic self• It’s a long-term strategy• It begins with your WHY• Have fun with it

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Take Away

Content Creation Exercise

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Create an original piece of content as a group:● Agree and establish objective for an original content piece related to this

content marketing workshop● Create a title (no more than 60 characters)● Create a description (no more than 160 characters)● Write two paragraphs of copy● Create a one-minute video● Create a one-minute audio● Take a photo, or download an image to accompany content● Post to relevant social media platforms● Share widely

Footnotes1 What is Content Marketing, Content Marketing Institute, http://contentmarketinginstitute.com/what-is-content-marketing/2 State of Content Marketing 2016, Contently.com, https://contently.com/strategist/2015/12/17/state-of-content-marketing-2016/3 Earned and Owned Media Remain the Most Trusted Ad Formats, Nielsen.com, http://www.nielsen.com/us/en/insights/reports/2015/global-trust-in-advertising-2015.html4 Global Trust in Advertising, Nielsen.com, http://www.nielsen.com/us/en/insights/reports/2015/global-trust-in-advertising-2015.html5 Millennial Mind, Newscred.com, http://newscred.com/theacademy/learn/millennial-mind6 Content_(media), Wikipedia, https://en.wikipedia.org/wiki/Content_(media)7 What is Content Marketing, Content Marketing Institute, http://contentmarketinginstitute.com/what-is-content-marketing/8 Permission Marketing, sethGodin.typepad.com,http://sethgodin.typepad.com/seths_blog/2008/01/permission-mark.html9 What is Content Marketing, Content Marketing Institure http://contentmarketinginstitute.com/what-is-content-marketing/10 105 Types of Content to Fill Your Editorial Calendar, convinceandconvert.com, http://www.convinceandconvert.com/content-marketing/content-to-fill-calendar/11The Path to Content Marketing, visualcontenting.com, : http://visualcontenting.com/12 http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.html13 2015 b2b Video Content Marketing Survey, reelso.com, http://www.reelseo.com/resources/2015-b2b-video-content-marketing-survey/14 What is an Infographic?, customermagnetism.com, https://www.customermagnetism.com/infographics/what-is-an-infographic/15 Podcasting Fact Sheet, journalism.org, http://www.journalism.org/2016/06/15/podcasting-fact-sheet/16 Mobile Marketing Statistics, smartinsights.com, http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/17 Transistors Will Stop Shrinking in 2021…, Spectrum.ieee.org, http://spectrum.ieee.org/tech-talk/computing/hardware/transistors-will-stop-shrinking-in-2021-moores-law-roadmap-predicts18 What Is Inbound Marketing? Hubspot, http://www.hubspot.com/inbound-marketing19 What Is Inbound Marketing? Hubspot, http://www.hubspot.com/inbound-marketing

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Footnotes20 Inbound Leads Cost 62% Less Than Outbound [New Date], Hubspot Blog, http://blog.hubspot.com/blog/tabid/6307/bid/10172/Inbound-Leads-Cost-62-Less-than-Outbound-New-Data.aspx#sm.0001cra5e727ceh9rj31ewsz5f00y21 What is Content Marketing; The DMX Cycle of Engagement, dmxexchange.com, http://www.dmxengage.com/2013/08/15/what-is-content-marketing-the-dmx-engage-cycle-of-engagement22 How Marketers Use Social Media, statista.com, https://www.statista.com/chart/2289/how-marketers-use-social-media/22 What I Learned After Reading 116 Email Marketing Predictions,, blog.indiemark.com, https://blog.indiemark.com/2016/01/20/email-marketing-predictions/23 What Is CRM (Customer Relationship Management) Software?, Hubspot Blog, http://blog.hubspot.com/marketing/what-is-crm-ht#sm.0001cra5e727ceh9rj31ewsz5f00y

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Content Marketing for Small Business

Part III - Content Production & DistributionPresented by Tony Zeoli (DSW)

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