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Content Marketing for Small
Business
Josh Breese
Director of Strategy

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??????
What is Content Marketing?

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The use of relevant and valuable content to
drive leads/sales desired actions from your
target audience.

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Become Aware
Engage
Generate a Lead
Share
Develop Loyalty
Purchase
Subscribe
Visit Store
Review Your Products
CONTENT
What is Content Marketing?

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Sounds pretty simple but once you get
into it…

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And I bet you’re thinking…

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So let’s make it simple with four (semi)
easy steps

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A Four-Step Model
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1. Identify 2. Create 3. Amplify 4. Refine
• Goals
• Audience
• Channels
• Technology
• Content
Inventory
• Resources
• Success Metrics
• Your Story
• Editorial Plan
• Needed Content
• Social
• Web
• Email
• Content
Syndication
• Paid Media
• Test & Measure
• Implement
Changes

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Let’s look at the Content Model…

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Content Model
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It is important to understand the model and how to create one.
It is this foundational model by which
— Existing efforts can be understood
— Deficiencies and opportunities can be identified
— Informed decisions can be made
— Prioritization of efforts can be defined
The key to success is aligning the flow to that of the consumer lifecycle and delivering the correct content at the right time to
the target audience
The model can be explained in a fairly simple way.
1. Define goals
2. Define target audiences
3. Define customer lifecycle (funnel)
4. Define content (types, subject matter)
5. Define delivery (channels, technology)
6. Align the above in unique flows

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Content Model: Structure
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Here is how the structure is shown visually.

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Content Model: Goals
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When creating content or making decisions around
other aspects of content marketing these goals
should factor heavily into how to proceed.
Simply put, actions taken as they relate to content
marketing, must support these goals in some fashion
or another.

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Content Model: Target Audience
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Group your target audiences by characteristics such
as demographics, company attributes, behavior, etc.
We call the resulting categories Segments.
It is crucial to have them defined in a way that there
are unique properties to each group as without that
information, it is impossible to create and deliver
targeted content appropriately.

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Content Model: Value Prop
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Next we define the value propositions that are key
to driving customers to action.
Remember that what may be of value to one
segment of your target audience isn’t always of
value to another.
As you move through the flow make sure you align
the value propositions properly.

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Content Model: Alignment
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With both Segments and Value Propositions
defined we are able to create a relationship
between the two.
This gives us direction on which value props to
highlight in our content.

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Content Model: Funnel
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The image to the right shows positions from a custom marketing
funnel. If your business doesn’t have one then you can use a basic one
as shown below.

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Content Model: Content Focus
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Now define the area called Content Focus or
Subject.
By defining this category of information we are
able to align the correct content type with areas
of the funnel.
The concept here is that we are aligning the
funnel position needs of the target audience
with content that moves them onto the next
stage.

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Content Model: Alignment
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As before, we align the funnel position with content subject. In the interest of space we
are only showing the top portion of the custom funnel.

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Content Model: Content Type
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As we continue to build out the model we
define Content Type.
Content Type is not subject matter or format.

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Content Model: Alignment
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We now extend the model to incorporate Content Type.

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Content Model: Dist. Channels
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Our last category, for the purposes of this
model, is defined as Distribution Channels.
These are the channels the content is delivered
through.

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Content Model: Alignment
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And finally the model is extended to include Distribution Channels

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Content Model: Alignment
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Here’s how it all looks put together.

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What Now?
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With the content model fully articulated there is still work to do.
1. Content Needs – once you have mapped out the content model you can determine what content you
already have and what content you’ll need to revise or create
2. Resources – what resources do you have to create content? Should you look outside for help? Do you have
content creators already on staff?
3. Technology – what technology exists to execute the content creation and distribution and what technology
needs to be procured.
4. Content Calendar – it is best to create a content calendar
5. Metrics – you’ll need to define metrics for each effort, determine baselines and set-up test and learn
procedures.

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Amplify
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A robust and successful Content Marketing
effort utilizes Organic Search, Paid Media
and Social Media as well as other marketing
channels to amplify quality content. This in
turn leads to:
— Increased brand awareness
— Deeper engagement
— Increased conversions
— Higher brand loyalty

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Some Helpful Points
Key Points:
— Start with company goals not just the goals of your Content Marketing Program
— Stay between three and five goals. Too many will water down effectiveness and be
difficult to manage
— Make sure they can be measured otherwise you can’t tell how your efforts are
doing
— Segment your audience into unique categories by content need
— Align the goal and the value proposition to the specific target
— Look at channel usage that is specific to your segmented audiences
— Determine channels that the target is most likely to use
— Create an experience that works cross-channel
— Use analytics to determine pathing and to measure success of your efforts
— Creating User Journeys can help understand how you formulate content
— Start small and grow. It can get overwhelming if you try and do it all at once
— Research technology and look for quality lower cost solutions that fit your needs
— Don’t forget about off-line content!
— Ask Anvil for help. We’re more than happy to help you formulate and execute a
killer Content Marketing Strategy

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Thank you!