Content marketing for growing enterprises 072611

Content Marketing for Entrepreneurs A Production of CoWorking Evanston and Daniel Schiller Welcome! July 26 th 2011

Content Marketing Defined Content Marketing is the practice of creating, distributing and promoting unique assets to attract, engage, and acquire a clearly defined and understood target audience- with the end result of inciting profitable customer action.

Entrepreneurs Face Unique Marketing Challenges Maybe you’ve been so focused on developing a viable business that you’ve little left over to devote to marketing? You are resourced challenged, and besides, how can you do this well? I know the issues my customers face, but sometimes they don’t know it. Who has time for this!? It isn’t selling per se, and it sounds like a luxury.

Your Customers: It’s All About Them Creating the type of content that will incite compelling, authentic conversations requires knowing your audience, how they consume media, and the issues they face. This conversation is all about them. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Content Marketing? What’s That? What came first the content or the market? This is a challenge for businesses and their marketing plans. If a business is going to assign its name to a given piece of content, it needs to be appropriate and achieve set objectives. This requires an investment of time, effort and resources. Just what are those objectives? Info from HiveFire’s Content Curation Adoption Survey 2011.

Where Am I Supposed To Obtain All This Content? Content does not grow on trees! You’re resource constrained after all, and producing quality assets can tax even a well established business. You are not alone in this observation. Most companies are utilizing some form of third party content. ,[object Object],[object Object],[object Object],[object Object],*Information from HiveFire’s 2011 Annual Content Curation Adoption Survey Social channels are key- 79% are distributing via Twitter, Facebook etc. What sources do leading businesses use for 3rd party content?

Let’s Make a Plan If you are taking the time to produce solid, credible premium content you need to make sure it will deliver the results you need. But what good is the content if there are not some guidelines to ensure marketing success? Here are some top line suggestions: Let’s talk about tailoring messages for specific networks. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Building a Might Nest- A Solutions Based Approach While each network boasts a unique culture, your organization too is home to a distinct culture that defines the brand. From Brian Solis ,[object Object],[object Object],[object Object],[object Object],[object Object],Other examples of content that works to engage by being engaging?

Content Marketing Builds Connections and Business Relationships The fact that we are having this session is proof that content marketing works to build connections . It may not seem like second nature yet, but when you take the time to blog about someone’s business you stand to gain from forming new relationships. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concluding Points We’d Be Remiss To Omit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Content marketing for growing enterprises 072611

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