Webinar slides from '6 Steps To Perfecting Your Small Business Content Strategy' with Brooke Ballard of B Squared Media & Jamie Teasdale of Plan Promote Prosper. Covering topics on: 1. How to perform a content audit. 2. How to create content for the entire customer lifecycle. 3. How to easily leverage the seasons in your content marketing engagements. 4. How to organize and schedule your content. 5. Remix & Reuse: How to recycle your content. 6. How your content should fit into your sales pipeline.

1. Presented by Plan Promote Prosper & B Squared Media, LLC

2. Your Presenters
B Squared Media, LLC
Jamie Teasdale
Owner, Plan Promote Prosper
Twitter: @PlanPromotePros
www.fb.com/PlanPromoteProsper
Brooke Ballard
Founder & Chief Social Strategist
Twitter (biz): @B2MediaLLC
Twitter (personal): @MadSMScientist
www.fb.com/b2socialmedia
Plan Promote Prosper

3. Plan Promote Prosper
Plan Promote Prosper
Planning is an essential
step in business growth.
Communication planning
can be an arduous
process, but every
business should research
& plan ahead for optimal
effectiveness.
We make it SIMPLE!
B Squared Media, LLC

4. The B Squared Brand
“Online marketing
isn’t a series of
campaigns. With
B Squared Media
it’s a conversation.”
B Squared Media, LLC

5. Our Story
B Squared Media, LLC
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6. The 6 ‘Perfect’ Content
Marketing Steps
B Squared Media, LLC
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8. Content Audit
Start by
identifying your
content assets…
B Squared Media, LLC
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9. Content Audit
 Do you have any of these?…
Blogs
 Resource documents
 White papers
 E-Books
 Newsletters
 Illustration files
 Infographics
 FAQ’s
 Educational presentations
 Testimonials
B Squared Media, LLC
Plan Promote Prosper

10. Content Audit
 Then consider…
What do you ask your customers frequently?
 What do they ask you?
 Review analytics for popular pages
 Social page insights for popular conversations
B Squared Media, LLC
Plan Promote Prosper

12. POLL QUESTION:
Do you create content specifically
for your sales pipeline?
A: Yes
B: No
B Squared Media, LLC
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13. Content For The Entire
Customer Lifecycle
Image Source:
Infusionsoft
B Squared Media, LLC
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14. Your Content Weapons
FAQ on website
Completely filled
out social sites
Infographics
SlideShare Decks
Telling your
story
Telling the
story of your
customers
*How can you
SHOW these?
Psychographics:
Feelings,
Attitudes, Values,
Opinions, Beliefs
User data:
Behaviors
B Squared Media, LLC
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15. How Content Attracts Leads
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16. How Content Grows Customers
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18. Leveraging The Seasons With
Your Content
Step #1. Get a calendar!
PLAN AHEAD!
B Squared Media, LLC
Plan Promote Prosper

19. POLL QUESTION:
Do you plan ahead for your content
each year?
A: Always
B: Sometimes
c: Never
B Squared Media, LLC
Plan Promote Prosper

20. Leveraging The Seasons With
Your Content
Step #2 Map out the basics:
 each national holiday
 beginning of new seasons
 school year
 NPO schedules
 Q1-4
 sports seasons
 local events
 annual events
 conferences
B Squared Media, LLC
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21. Leveraging The Seasons With
Your Content
Then think…
about your
target
and their
annual
calendar!
B Squared Media, LLC
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23. Organizing & Scheduling
Content
What are
your annual
goals for your
business?
Know your goals.
B Squared Media, LLC
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24. Organizing & Scheduling
Content
WHEN: WHERE: HOW:
Review analytics
regularly
 Days of week
 Times of day
 Popular topics
Schedule it on
 Buffer
 HootSuite
 Sprout Social
What platforms are
your targets on?
 Blogs (yours &
others)
 Social sites
B Squared Media, LLC
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25. Organizing & Scheduling
Content
Don’t forget Keywords:
 Use the right formula of keywords consistently
 Cycle through and rotate your key phrases
Curate Content:
 Offer guest blogging
 Ask your community
 Repurpose 3rd party content
 Create lists
B Squared Media, LLC
Plan Promote Prosper

27. POLL QUESTION:
Do you recycle/reuse/remix your
content?
Tell us how!
A: Yes
B: No
B Squared Media, LLC
Plan Promote Prosper

28. Remix & Reuse: How To
Recycle Content
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29. Remix: How To Recycle Content
Make it visual (try SlideShare)
List posts (best of, resources for, etc.)
Make guest posts your own
Create a series
Note updates
Implement a lead magnet
B Squared Media, LLC
Plan Promote Prosper

30. Reuse: How To Recycle Content
Show off (tool to try: PostSkin)
Market evergreen content (tool to try: Revive
Old Post)
#TBT ------------------------------->
Go from BIG to small
Use content in your events
B Squared Media, LLC
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32. Content & Your Sales Pipeline
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33. Content & Your Sales Pipeline:
Awareness
Website
Blog
Social media sites
Presentations
Events
Visuals (videos, infographics, interviews)
B Squared Media, LLC
Plan Promote Prosper

34. Content & Your Sales Pipeline:
Consideration
Case Studies
White papers & reports
Testimonials
Social Proof
B Squared Media, LLC
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35. Content & Your Sales Pipeline:
Decision
Sales presentation/collateral
Internal, not external
Segmented/targeted based on downloads
(CRM)
List of products & services
Pricing (proposal)
B Squared Media, LLC
Plan Promote Prosper

36. Who Has Questions?
B Squared Media, LLC
Plan Promote Prosper

37. Thank You!
Plan Promote Prosper
www.planpromoteprosper.com
Specialties:
• Content Marketing Plans
• Blogging, E-Newsletter & Social
Media Plans
• Competitive Research Reports
B Squared Media
www.b2onlinemedia.com
Specialties:
• Done-For-You Social Media
Marketing
• Strategic Content Marketing &
Content Creation
• Automation Marketing
B Squared Media, LLC
Plan Promote Prosper