Practical Marketing Education Seriesadsolutions.yp.com/...ContentMrkt...Tips_Webinar.pdfTina Stock |...

© 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



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.



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.



10 Content Marketing Tips Small Businesses

Can Put to Work Now

practical marketing series

session 2

YP Practical Marketing Presents:





the original content

marketing program.



the original content marketing program.





show me the research.




Percentage of B2B small business

marketers using content marketing

http://bitly.com/cm-research



Just 45% believe their

content marketing is effective





Percentage of B2B small business marketers

who have a documented content strategy

http://bitly.com/cm-research





tip #1:

fill a need and find your why.




Enabling women to have more quality

time with their families




Helps engineers answer the

most challenging industry solder

questions




© 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





tip #2:

create a content

marketing mission.



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.




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






tip #3:

publicly answer your

customers’ questions.



Marcus Sheridan

CEO, River Pools & Spas

publicly answer your customers’ questions.




River Pools and Spa

In 2007:

• $4.5 million in Sales

• $250,000 advertising spend




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



75,000 visits per month




yep, David vs. Goliath is real.




1 post over 3 yrs

= 50,000 visitors = 4,000 subscribers = $84,000.00






tip #4:

focus on subscribers

as a key metric.



focus on subscribers as a key metric.



focus on subscribers as a key metric.

What’s the difference

between those who

subscribe to my content

and those that don’t?





tip #5:

build an influencer list.



build an influencer list.





tip #6:

use the social media

4-1-1 program.



use the social media 4-1-1 program.

4 : 1 : 1

Influencer

Sharing

Content

Marketing Sales





tip #7:

bake influencers

into your content.



bake influencers into your content.





tip #8:

create an engine to get

and keep subscribers.



create an engine to get and keep subscribers.



80%

create an engine to get and keep subscribers.





tip #9:

leverage SlideShare

to grow subscribers.



leverage SlideShare to grow subscribers.





tip #10:

get your marketing

objectives in order.



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?





Create a WHY for

each channel





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.



Joe Pulizzi [email protected]

@JoePulizzi

Thank You

questions?

mailto:[email protected]




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.

thank you! | register for more practical marketing.

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

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