Content Strategy for Early-Stage Startups

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Content Strategy for early-stage small businesses is drastically different than enterprises. In this presentation, Joseph Manna, offers advice to SEED SPOT members on developing a functional and thriving content program.

f you have any questions, visit Infusionsoft's e-books for additional education on how to drive ROI from your marketing activities: http://www.infusionsoft.com/learn/e-books.

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Content Strategy for Early-Stage Startups

  1. 1. We help small businesses succeed. Content Strategy for Early-Stage Startups Joseph Manna | Senior Content Strategist | @joemanna
  2. 2. We help small businesses succeed. Nearly every startup has three CRITICAL problems with their marketing.
  3. 3. We help small businesses succeed. Weak Messaging Underdeveloped Marketing Processes Lack of Brand Awareness
  4. 4. We help small businesses succeed. Let’s talk about how CONTENT STRATEGY solves these problems.
  5. 5. We help small businesses succeed. Content Strategy Helps Startups • Develop sound marketing discipline • Communicate with your audience • Drive business value
  6. 6. We help small businesses succeed. Core Content Pillars Brand Product Thought Leadership Support & Success
  7. 7. We help small businesses succeed. Elements of Storytelling • • • • • • Memorable & Repeatable Conflict Resolution Emotional Connection Perspective Repeatable Pace
  8. 8. We help small businesses succeed. Every aspect of your business has a story behind it. Nobody will tell it to others, unless you do it first.
  9. 9. We help small businesses succeed. Content Formats Long-form: Blogs, E-Books, Whitepapers, Case Studies Short-form: Twitter, Facebook, Google+ Images: Slideshows, Instagram, Pinterest, Embeds Presentations: Slideshare, Videos, Vine/Instagram Broadcast: Podcasts, Narrations, TV, Radio Interactive: Webinars, Live Events, Live Streams, Maps
  10. 10. We help small businesses succeed. We can’t possibly spend ALL DAY creating content, can we?
  11. 11. We help small businesses succeed. You don’t have to.
  12. 12. We help small businesses succeed. Bricks versus Feathers (via Jay Baer) BRICKS FEATHERS • • • • • • • • • • • • E-Books Webinars Case Studies Original Research Sales Calls Epic Blog Posts Influences the sale. Tweets Facebook Updates Instagram Updates Infographics Press Releases Simple Blog Posts Builds trust and awareness.
  13. 13. We help small businesses succeed. Source: Outbrain, 2013
  14. 14. We help small businesses succeed. Metrics Audience Growth • Ask yourself, “So?” Engagement • Focus on Outcomes Business KPIs • Identify Customer Benefits—Fast. Satisfaction Referrals Mentions Traffic • Say NO to Vanity Metrics
  15. 15. We help small businesses succeed. Tips to Crush it with Content 1. Start with ONE content pillar and/or ONE platform at a time. 2. Outline your content ahead of time. 3. Define a clear outcome and next step. 4. Connect your content to sales and marketing functions. 5. Hustle: Promote your content to your friends and fans. 6. Get in the habit of ‘shipping’ (Seth Godin, Linchpin). 7. Aim for quality – Don’t beat yourself up if you mess up.
  16. 16. We help small businesses succeed. Examples
  17. 17. We help small businesses succeed. • Excellent Blog Content • Flawless Messaging • Strong Visual Identity • Attracts Target Customers todaymade.com
  18. 18. We help small businesses succeed. • Utilizes Direct Response • Solves Target Audience’ Problems • Captivates with Strong Messaging • Meteoric Growth therocketcompany.com Infusionsoft Customer
  19. 19. We help small businesses succeed. • Utilizes Direct Response • Corporate Social Responsibility • Capitalizes on Every Media Hit • Hits on all four Content Pillars healthyvending.com Infusionsoft Customer
  20. 20. We help small businesses succeed. • Thought Leadership • Unbiased News & Editorial • Invests in their Industry • Identifies with the interests of WPE. torquemag.io
  21. 21. We help small businesses succeed. 1. What makes your business remarkable? 2. What don't people know about your business? 3. What real-world market demand can you address?
  22. 22. We help small businesses succeed. Questions? Joseph Manna Senior Content Strategist joseph.manna@infusionsoft.com @joemanna

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