David Polivy - Content Marketing


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  • There’s nothing worse than sponsoring a contest and hearing crickets. You don’t want your hard work or amazing prize to go to waste, so shout the news from the rooftops. Promote your contest regularly on your Facebook page, and cross-promote on your company website, and other social media channels.Read more at http://www.business2community.com/facebook/7-foolproof-steps-for-running-an-epic-facebook-contest-0483754#vIB81kIb3KkjYaDB.99
  • David Polivy - Content Marketing

    1. 1. Content Marketing For Small Business David Polivy Tahoe Mountain Sports
    2. 2. Ready, Set, Go! AGENDA: • Who am I and why am I here? • What is content marketing? • Why take part in content marketing? • Examples of how it works – Video, Social, Blog • Whoa! Times Up – Let’s Go Have a Beer!
    3. 3. Tahoe Mountain Sports • In business since 2006, started as online only • ~20% growth YOY, 7 FT/YR employees • Now, 2500s.f. store in KB, 60% sales online/40% in store • Omnichannel Retail model • #2 Specialty Outdoor Retailer for Youtube Views (over 600,000) • FB Fans: 9500+ • Twitter: 1007+ • Instagram: 525+ I want you to leave with: • Actionable items that you can execute on asap • An understanding of the ways in which you can perform content marketing • Be energized to tell your story!
    4. 4. What is content marketing? • “Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers.” – Wikipedia • “Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.” – Copy Blogger
    5. 5. • What Will You Get Out of It? – More Likes, followers, fans, etc… – More people talking about your pages ,visiting your website – More check-in’s, in-store redemptions, word of mouth – Email addresses • Sales, Referrals, Leads, Subscriptions • How you execute post-content • Why Do It? – It’s FREE – sort of – It’s Fun – most of the time – Engages your team, staff, consultants, e tc…. – It’s unique – It will set you apart because you are trying!
    6. 6. The Tahoe Mountain Sports Strategy Video * Social/Storytelling * Blogging What is your strategy going to be? Pick 1 and give it a try!
    7. 7. Video Single Backpack Review – 26k views over 2 years – 4 mins long About Us Video– 1500 views over 2 years – 2 mins long Buying Guide Video– 6200k views over 6 months – 5 mins long Product Category How To Video – 18k views over 2 years – 7 mins long
    8. 8. Video Cost/Benefit Analysis – Is this right for my business? Costs: Filming, Editing, Props, Sets, Resources, Time, Co pyright Issues, etc…. Benefits: Customer Service, Personal Touch, Traffic/Visits, Search Engine Positioning (Google Owns Youtube), Follow Up Leads/Sales, Conversions
    9. 9. Social Media/Storytelling Collaboration between Brand, Retailer & Affiliate (Content aggregator/referrer) •Brand Goal – Raise awareness for their women’s line of packs •Affiliate Goal – Develop extensive series of stories to focus on during summer •Retailer Goal – Sell stuff!
    10. 10. Social Media/StoryTelling Results Costs Dollars - $2500 Split between Retailer and Brand (Mostly for site placement and product review compensation) Time – From our perspective, minimal (5-10 hours) Benefits Content – 3 months worth of social posts from product reviews, giveaway announcements, special deals Reach (Part 1) – Industry took note, highlighted the partnership Reach (Part 2) – Other pubs, outlets, bloggers, social media properties took note and reposted/repurposed content with links and credits ROI (Part 1) - $8000 directly from active campaign but $16000+ and ongoing from relationship developed ROI (Part 2) – Over 1100 qualified and opted in email addresses added to our database. Over 1-2 years, this could result in $20k+ in sales
    11. 11. Blogging 1) Integrate 2) Keep Fresh 3) Allow Guests 4) Try Not To Sell 5) Be Professional 6) Ensure You Link In and Out (if necessary) 7) Promote via Social 8) Tell a Story
    12. 12. Blogging See the similarities to the Video topics? What’s Different? The ability to tell a story and provide details!
    13. 13. Blogging Results Costs Dollars – Cost of paying the writer be it your staff person, you or a guest poster Time – 1-5 hours depending on subject matter, research, details, etc Benefits Easiest to Execute on by far Content – Ongoing availability of material for cross promotion, Long lasting and reusable, Timely Reach - Search Engines, Partner trade, Partner recruitment, Syndication Authority – Trusted source, Expert on topic, Others start coming to you Linking – Inbound and outbound linking – Google likes this ROI – Compounded over time, In the many thousands, Over 15% of sitewide conversions visited the blog at some time during their buying process
    14. 14. Measureable ROI Determine What’s Most Important to Your Business How Are You Going to Execute Post Content? What Are You Going To Do With Your Content? Sales, Emails, Prospects, Follow Up & Convert!
    15. 15. Thank You and Now Go Play Outside!!!!!!