Content Strategy for Early-Stage Startups

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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......

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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  • 1. We help small businesses succeed. Content Strategy for Early-Stage Startups Joseph Manna | Senior Content Strategist | @joemanna
  • 2. We help small businesses succeed. Nearly every startup has three CRITICAL problems with their marketing.
  • 3. We help small businesses succeed. Weak Messaging Underdeveloped Marketing Processes Lack of Brand Awareness
  • 4. We help small businesses succeed. Let’s talk about how CONTENT STRATEGY solves these problems.
  • 5. We help small businesses succeed. Content Strategy Helps Startups • Develop sound marketing discipline • Communicate with your audience • Drive business value
  • 6. We help small businesses succeed. Core Content Pillars Brand Product Thought Leadership Support & Success
  • 7. We help small businesses succeed. Elements of Storytelling • • • • • • Memorable & Repeatable Conflict Resolution Emotional Connection Perspective Repeatable Pace
  • 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. 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. We help small businesses succeed. We can’t possibly spend ALL DAY creating content, can we?
  • 11. We help small businesses succeed. You don’t have to.
  • 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. We help small businesses succeed. Source: Outbrain, 2013
  • 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. 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. We help small businesses succeed. Examples
  • 17. We help small businesses succeed. • Excellent Blog Content • Flawless Messaging • Strong Visual Identity • Attracts Target Customers todaymade.com
  • 18. We help small businesses succeed. • Utilizes Direct Response • Solves Target Audience’ Problems • Captivates with Strong Messaging • Meteoric Growth therocketcompany.com Infusionsoft Customer
  • 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. We help small businesses succeed. • Thought Leadership • Unbiased News & Editorial • Invests in their Industry • Identifies with the interests of WPE. torquemag.io
  • 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. We help small businesses succeed. Questions? Joseph Manna Senior Content Strategist joseph.manna@infusionsoft.com @joemanna