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The 7‐Step
Content
Marketing
Playbook for
Startups
A Copy Hackers Resource
Content marketing gets 3x the number of leads vs paid search
Content creation is the single most effective SEO technique
2...
How to Use This
Content Marketing Playbook
1. Read these seven repeatable, proven steps.
2. Remember that content creation...
Set Your Direction
01 Define why you’re creating
content, who you’re creating
it for, and what you want to
achieve from it.
Answer these 6 Questions:
1. What do you hope to accomplish with your content marketing?
2. Is there demand for your conte...
We’ll become the best ________________ for
___________________ who are interested in
__________________. This will help us...
02
Do Your Research
Uncover the specific
problems your ideal
customer is trying to solve.
Use the 'Jobs‐to‐be‐done' Framework
JTBD Framework takes out the “who” and focuses instead on the
“what” and “why” of cons...
1. Start by interviewing people who have purchased and used your
product or service or one similar to it.
2. Interview in ...
03
Choose Your Channel
Pick the best place to deliver
your content and maximize it for
each stage in the buying cycle.
3 ways to determine which
channel(s) to focus your
content efforts on:
By who you’re targeting and where they’re
already h...
Whatever the channel,
the key to success is
 consistency.
Experiment and make your final choices
based on the results, but...
Create Useful, Clickable,
Shareable Content
04Use powerful storytelling for
pieces that make you stand
out from your compe...
1. A repeatable process 
2. An idea intake machine
3. A masterful storyteller
4. A big goal and a subgoal
5. A happening p...
CHOOSE A
TOPIC
#1 ‐ Repeatable Process
WRITE DOWN
EVERYTHING
YOU KNOW
ABOUT IT
WALK AWAY
PUT YOUR
RESEARCH
LINKS INTO IT
W...
#2 ‐ Idea Intake Machine
Keep a living doc in Google docs or Airstory
for worthy topics you come across or come
up with to...
amazing
storytelling
stellar
content
marketing
goals
#3 ‐ Masterful Storyteller
#4 ‐ Big Goal and Subgoal
Find a person, o...
Find a blog, a group or a social media platform hosted by
someone talking to people who want your content.
Give those peop...
Promote More Than
Seems Reasonable
05Exhaust every relevant outlet to
get people talking about your
content and see long-t...
You're killing yourself to
create brag‐worthy content
your audience will love.
Make sure every one of them sees it.
3 Ways To Ensure You're
Maxing Out On Promotion
1. Create a “Marketing Promotion Checklist” spreadsheet
Track what you're ...
Measure and Monetize
06Diversify your streams of income
and capitalize on unexpected,
lucrative opportunities.
4 Key Metrics for Measuring Success
Measuring the ROI for content takes time. In some cases, it can take a
minimum of six ...
MONETIZE CONTENT BY USING IT FOR:
Turn you stellar content into
multiple revenue streams.
Books
Live events
Affiliate prog...
Take Out the Big Red Pen
07Repurpose and improve
content to increase your
audience engagement.
Remember that killer piece you from a year ago?
With a few edits, up‐to‐date research and fresh
graphics, you can breathe ...
Now knock the dust off your golden
oldies and crank them up to eleven
You can go back to any step whenever you need to.
Remember, content creation is fluid.
1
SET YOUR
DIRECTION
2
DO YOUR
RESE...
Congratulations!
Now go create some remarkable content!
You now know more about building a
winning content marketing strat...
sourcescontentmarketinginstitute.com/research/
oracle.com/webfolder/mediaeloqua/documents/Content+Marketing+Kapost+Eloqua+...
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The 7 Step Content Marketing Playbook for Startups

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When your startup masters content marketing, you set yourself up for great SEO with killer backlink opportunities. This content marketing playbook is made for startups. It breaks content marketing into 7 simple steps - with worksheets along the way. So you can engage in content marketing (including content creation and promotion) like a pro. And get incredible short- and long-term results.

Published in: Marketing

The 7 Step Content Marketing Playbook for Startups

  1. 1. The 7‐Step Content Marketing Playbook for Startups A Copy Hackers Resource
  2. 2. Content marketing gets 3x the number of leads vs paid search Content creation is the single most effective SEO technique 27 million pieces of content are shared every day 80% of decision-makers want to learn new info from articles vs ads 82% of consumers feel more positive about a business after consuming custom content Why you're 100% right to be focusing on content:
  3. 3. How to Use This Content Marketing Playbook 1. Read these seven repeatable, proven steps. 2. Remember that content creation and content marketing aren’t part of a perfectly linear process. 3. Get a sense of the big picture (especially if you’re just getting your content marketing plan off the ground) and return to each step when you need to.
  4. 4. Set Your Direction 01 Define why you’re creating content, who you’re creating it for, and what you want to achieve from it.
  5. 5. Answer these 6 Questions: 1. What do you hope to accomplish with your content marketing? 2. Is there demand for your content? What are the pain points you can solve with your content and are there enough people paying attention to justify your plan? 3. What valuable experience can you deliver at each stage of the buyer’s journey? 4. What resources do you have to execute your plan? Will it impact other marketing initiatives? Do you have the team to execute? If not, what's missing? 5. Do you have the time? Not only to execute but to start seeing results? Are you willing to put in the work, over the long term? 6. What happens if your strategy fails? What do you have to lose if it does? Is it worth the risk?
  6. 6. We’ll become the best ________________ for ___________________ who are interested in __________________. This will help us become the ________________ and ________________. And unlike _____________, we do ______________ differently by _______________. Now fill in the blanks Your Content Marketing Mission Statement:
  7. 7. 02 Do Your Research Uncover the specific problems your ideal customer is trying to solve.
  8. 8. Use the 'Jobs‐to‐be‐done' Framework JTBD Framework takes out the “who” and focuses instead on the “what” and “why” of consumer behavior. It frames purchasing decisions as a choice to “hire” a product or service to do a job. “The customer is the wrong unit of analysis for innovators to focus on. Instead, focus on the job that customers are trying to get done when they use your product or service.”
  9. 9. 1. Start by interviewing people who have purchased and used your product or service or one similar to it. 2. Interview in teams of 2. That way, while you’re jotting down a note or thinking about a response, your interview partner can jump in and keep things moving. 3. Ask them actual questions about their struggles. For example, start with, “Take me back to the last time you did your taxes.” Then, like a cameraman, inspect that moment from all angles until you find the story. Then move on to the next point in their journey, looking for the struggle. 4. Avoid assumptions. We may think that a person is doing their taxes while sitting at home, when in fact, it’s the week before taxes are due, they’re on a cramped airplane that’s about to land, and they’re desperately trying to finish before the steward comes by and tells them to close their laptop. Implement JTBD for better interviews
  10. 10. 03 Choose Your Channel Pick the best place to deliver your content and maximize it for each stage in the buying cycle.
  11. 11. 3 ways to determine which channel(s) to focus your content efforts on: By who you’re targeting and where they’re already hanging out. By type of channel (owned, paid and earned). By time and money.
  12. 12. Whatever the channel, the key to success is  consistency. Experiment and make your final choices based on the results, but don't forget to factor in the interest and bandwidth you have for maintaining and growing your presence on each one.
  13. 13. Create Useful, Clickable, Shareable Content 04Use powerful storytelling for pieces that make you stand out from your competition.
  14. 14. 1. A repeatable process  2. An idea intake machine 3. A masterful storyteller 4. A big goal and a subgoal 5. A happening place to share your ideas The 5 ingredients you need to create remarkable content:
  15. 15. CHOOSE A TOPIC #1 ‐ Repeatable Process WRITE DOWN EVERYTHING YOU KNOW ABOUT IT WALK AWAY PUT YOUR RESEARCH LINKS INTO IT WRITE A ROUGH DRAFT RESEARCH WALK AWAY FIRST EDIT FINAL EDITS STA RT RESTA RT Example for Writing Content
  16. 16. #2 ‐ Idea Intake Machine Keep a living doc in Google docs or Airstory for worthy topics you come across or come up with to delve into. Sort by type to maintain content diversity: Educational Topical Self-interest Storytelling & Case Studies Curation Fresh Spin on an old idea
  17. 17. amazing storytelling stellar content marketing goals #3 ‐ Masterful Storyteller #4 ‐ Big Goal and Subgoal Find a person, or persons, who can create a thousand ways to tell your story. Each piece of content needs to honor your big goal while focusing on a subgoal.
  18. 18. Find a blog, a group or a social media platform hosted by someone talking to people who want your content. Give those people awesome, useful content. Make them say, “Holy hell! Where can I get more of that?” Include a link to more of your content. Keep on producing the kind of content that’s so good they’ll cry when it’s gone because nobody else does it like you do. #5 A Happening Place to Share Your Ideas
  19. 19. Promote More Than Seems Reasonable 05Exhaust every relevant outlet to get people talking about your content and see long-term returns.
  20. 20. You're killing yourself to create brag‐worthy content your audience will love. Make sure every one of them sees it.
  21. 21. 3 Ways To Ensure You're Maxing Out On Promotion 1. Create a “Marketing Promotion Checklist” spreadsheet Track what you're doing, when you did it, and what happened 2. Make a list of all of the places you could be promoting your content Prioritize opportunities in the channels you decided to focus on in step 3 3. Each time you create a new piece of content, consult your "Marketing Promotion Checklist" results to guide you See what channels are giving you the best results and if you're already doing great, start experimenting with your next channel of choice.
  22. 22. Measure and Monetize 06Diversify your streams of income and capitalize on unexpected, lucrative opportunities.
  23. 23. 4 Key Metrics for Measuring Success Measuring the ROI for content takes time. In some cases, it can take a minimum of six months for a campaign to produce enough data to even analyze whether or not it’s working. But that doesn’t mean you have to wait to monetize your business... Consumption Sharing Leads Sales
  24. 24. MONETIZE CONTENT BY USING IT FOR: Turn you stellar content into multiple revenue streams. Books Live events Affiliate programs Licensing of content Workshops Podcast sponsorships Paid speaking YouTube advertising royalties Paid newsletter or magazine subscriptions Virtual and in-person trainings Subscription and membership programs Native advertising Crowdfunding
  25. 25. Take Out the Big Red Pen 07Repurpose and improve content to increase your audience engagement.
  26. 26. Remember that killer piece you from a year ago? With a few edits, up‐to‐date research and fresh graphics, you can breathe new life into old content. And you can get just as much traction on them as you did on something you wrote last week. And usually in less than half the time. You already wrote your next great post.
  27. 27. Now knock the dust off your golden oldies and crank them up to eleven
  28. 28. You can go back to any step whenever you need to. Remember, content creation is fluid. 1 SET YOUR DIRECTION 2 DO YOUR RESEARCH 3 CHOOSE YOUR CHANNEL 4 USEFUL, CLICKABLE, SHAREABLE CONTENT 5 PROMOTE PROMOTE PROMOTE 6 MEASURE AND MONETIZE 7 TAKE OUT THE BIG RED PEN
  29. 29. Congratulations! Now go create some remarkable content! You now know more about building a winning content marketing strategy than the majority of startups marketing online today. Get more killer content marketing resources at CopyHackers.com
  30. 30. sourcescontentmarketinginstitute.com/research/ oracle.com/webfolder/mediaeloqua/documents/Content+Marketing+Kapost+Eloqua+ebook.pdf contentmarketinginstitute.com/2015/03/buy‐in‐conversation‐content‐marketing/ localvox.com/content‐marketing‐is‐the‐secret‐to‐local‐marketing‐success/ udemy.com/mastering‐jobs‐to‐be‐done‐interviews/ gfk.com/us/Pages/default.aspx demandmetric.com/content/content‐marketing‐infographic slideshare.net/CMI/mastering‐the‐buyin‐conversation‐on‐content‐marketing‐the‐essential‐starter‐kit nowrevolutionbook.com/#sample bitrebels.com/ webmarketinggroup.co.uk/

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