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SXSWV2V Supercharged Storytelling for Startups


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Instead of pushing out news, there’s an opportunity for startups and brands to become the source and act like newsrooms.

And producers.

Rather than waiting for a PR person to get them the holy grail – a hit in TechCrunch, Mashable, Business Insider – organizations can become hubs that develop and distribute their own stories and news directly. Create dazzling content in print and multimedia. And build trusted relationships with people who can help spread the word.

Last year at SXSWV2V – a new conference for startups and funders produced by the talented folks behind SXSWi, – I met many smart and innovative entrepreneurs. Each had a story to tell. But even the ones with the most outstanding ideas were often missing one key component: standout content marketing strategies that integrated paid, earned, owned and shared media.

Making and sharing their news.

That’s the subject of the workshop I conducted at SXSW V2V, a high-energy, interactive, hands-on approach on how startups can turn PR inside out and become a media outlet.

It’s not hard, but it takes time and requires a catalyst in the company, creativity, and a long-term commitment.

The deck contains tips and advice on how to kickstart a content marketing program, engage communities and strategically combine publishing and publicity to build awareness and their business.

Here's a link you can copy and paste that takes you to a blog post I wrote with 10 tips on how to get started:

Published in: Marketing
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SXSWV2V Supercharged Storytelling for Startups

  1. 1. Supercharged Storytelling for Startups Martin Waxman July 14, 2014
  2. 2. What a weird and wonderful world we live in
  3. 3. Good to meet you IRL
  4. 4. A perfect storm
  5. 5. Search me… Ontogeny recapitulates phylogeny Is semantic search the end of serendipity?
  6. 6. The new generation gap
  7. 7. Mobility means never having to say you can’t reach me
  8. 8. The face of new media We do the programming but we don’t get paid
  9. 9. You’ve got a great idea and want to break through
  10. 10. What’s your elevator pitch?
  11. 11. What is social media?
  12. 12. Relationships and connections!
  13. 13. How about new PR?
  14. 14. It’s not just this…
  15. 15. Or this…
  16. 16. Community management is the new PR
  17. 17. And there’s another important ‘C’ word
  18. 18. Content
  19. 19. What is Content? Your entire web presence and all your offline assets
  20. 20. Start by listening Engage Listen Connect
  21. 21. Act like a newsroom
  22. 22. Think like a publisher and a publicist • 3Es of content ▫ Educate ▫ Entertain ▫ Engage
  23. 23. Develop an editorial calendar • Series vs. one-off • Reuse in the extreme
  24. 24. Create remarkable stories…but don’t pollute We’re all in showbiz
  25. 25. Help, don’t sell Own the long tail of search
  26. 26. Tie it into measurable goals
  27. 27. Hub and spoke model Traditional marketing & PR
  28. 28. Getting started: 10 things to do
  29. 29. 1. Change your mindset
  30. 30. 2. Find and refine your story
  31. 31. 3. Build your hub
  32. 32. 4. Pick your channels
  33. 33. 5. Get organized
  34. 34. 6. Be brutally honest about what’s news
  35. 35. 7. Lights, camera, action
  36. 36. 8. Syndicate
  37. 37. 9. Ditch the press release
  38. 38. 10. Build relationships from the ground up
  39. 39. A life of its own 1. Mobile mindset 2. Story 3. Hub 4. Channels 5. Honesty 6. Organize 7. Video 8. Syndicate 9. Ditch the release 10. Relationships
  40. 40. Start on the inside with a publishing strategy – an approach to content that’s based on what you do better than anyone else. Then find, engage and listen to customers and build a community based on helping and trust. Once that’s in place, think about the kind amplification you get from publicity - as in making your story public - and how to get your community involved.
  41. 41. Thank you!
  42. 42. Contact Martin Waxman Blog: myPALETTE Twitter: @martinwaxman Inside PR