7 ways to better content marketing for SMEs

@renepower www.marketingassassin.co.uk One Circle Comms April 2

A reason to stay
 I’ll ask you to do something at the end of the presentation and in
return….
 I’ll send you a free copy of my
Brilliant B2B Digital
Marketing ebook (edited by
Dave Chaffey)
 240+ pages packed with advice on digital strategy, websites,
SEO, inbound marketing, social media, CRM & analytics

And we don’t have any time!

Here’s the business reality:
You don’t always need to
create stuff

Let’s make two
assumptions…

1. People need
stuff

2.People search [intelligently]
for stuff they want

Buyer decision making process
Awareness
of need
Assessment
of
alternatives
Alleviation
of risk
Decision
Achievement
of result
£
The buying
cycle

People go here
We know, being
here when they are
looking is very
important!

People go here
In the
knowledge we
know they
trust this bit
the most
So, how do we
get you here,
ranking on what
you’re best at?

1. Your content solves their problems
2. Demonstrates your authority
3. Builds your reputation
4. Creates trust in you
5. Leads to transaction with you
Why ‘content marketing’ helps

7 ways to make content work for your
business

@renepower www.marketingassassin.co.uk cruise.co.uk Dec 2013

• Who they are
• Where they go
• What’s being asked or
discussed
• What’s missing
• Who’s helping
• Who needs help
Know your audience

Some tips on marketing
without content

You have a voice,
right?

Use it
Easier to comment
than create your own
Blog and article
commentating leaves
a digital footprint
Can often add your
URL without having to
mention you have an
ulterior motive
Social Media Examiner

Where can you comment?
Trade media
General news
Blogs
Trade associations
Event sites
Linkedin groups
Social media sites

Comment action for tomorrow
 Shortlist three topics you
want to pass comment on
 Shortlist three places which
offer the best opportunities
to comment
 Track them
 Via Twitter
 Via RSS (Feedly or in
Outlook)
 Via email subscription

Comment action for next week
Go comment
Keep it business!
Keep it positive!
Add value to
whatever you’re
commenting on
http://socialmediab2b.com/2014/04/b2b-linkedin-personal-
brand/comment-page-1/#comment-55633

You have a Linkedin
profile, right?

Get it working 100% for you
Populate your profile to
the max
Make sure all employees
profiles are up to scratch
Make sure your business
profile is up to scratch
My Linkedin profile incl. slides and video embeds

Linkedin action for tomorrow
Aim to use Linkedin
status updates at
least 1-2 times a day
08.30 / 15.30 what
you’re doing
13.00 / 17.30
industry updates
Join relevant groups
Customers not peers

Linkedin action for next week
Comment in
your groups
Update your key
contacts with
what you’re
doing and what
you need from
them

You have a Twitter
account, right?

Decide why you are using Twitter
Drive traffic
Network
Contacts
Expert
Blog (content) fodder
Research
Live content / news
Encourage cross platform viral
Fact checking
Resource

Twitter action for tomorrow
Follow key influencers in
your sector
Customers
Suppliers
Media
Bloggers
Celebrities
Industry associations
Saved search in Hootsuite

Twitter action for next week
RT their material
Comment on their
material

Some tips on marketing
with content

You all have a slides,
right?

Slideshare delivers as a watering hole
Bespoke slide hosting hub
Massive global user base
75m + slides
25m+ users
Part of Linkedin
Fully embedded into
profiles
Optimised for search
Page 1 on Google

Slideshare action for tomorrow
Seek inspiration and
identify gaps
Follow a bunch of people
on Slideshare
By topic
Hit the ‘explore’ button

Slideshare action for next week
Upload ONE
presentation
Tweak so it works without
a speaker
 Tell people about it
Comment, Linkedin,
Twitter
Create a plan to add one
new document a month
and promote
Like other Slideshare’s
related to your content

Blogging 101
 Be a real person
 Use attention grabbing
headlines
 Mix up ‘topical’ with
‘evergreen’
 Keep it short <500 words
 Use accepted keywords
 Format for skim reading
 Write, park, edit, post
 Consider your images
 Use tags
 End with a call to action

Some blog post ideas
‘Topical’ posts drawn
from news via RSS /
Google Alerts / email
subscription
‘Evergreen’ posts
that get to the heart
of issues in your
sector
Solve a problem /
advice
Provide checklists
Provide a resource
list – great for link
building
‘Round ups’ – this
week/month in
sector
‘On this day / in
history – sector
milestones
Great offers
Run a survey via
Survey Monkey and
publish the findings
in a future post

Blogging action for tomorrow
Write one 500 word
post about the three
biggest things that
affect your clients
 Tell people about it
Comment, Linkedin,
Twitter

Blogging action for next week
Create a plan to add one
new blog post every two
weeks
Based on known customer
problems or the questions
you get asked the most

You have a
smartphone, right?

Video rocks because it
Is highly desirable
brings brands to life
Puts people front and
centre
Is immediate
Can be configured to help
Highly optimisable

Video action for tomorrow
Write a 25 second script
that explains who you and
what you do & record at
your desk or
Shoot a video of your
office or
Comp some photos
together over music to
create a video

Video action for next week
Upload presentation
Tell people about it
Promote it

You have an email
address, right?

Email opt-in is still valued
Buyers get 60% towards
decision before making
contact with companies
But better, more relevant
and targeted content is
needed to breakthrough
Personalised subject titles
increase open rate by 22%
(Responsys)

Email action for tomorrow
Use your data!
Clean your database
Consider sending an
‘opt-out’ email to help
cleanse your data or
Pick a cluster and make
them an offer

Email action for next week
Create a monthly digest
of blog content as a
newsletter
Consider one off –
industry updates or
promotional offers

Chris Brogan’s approach
Blog –
engagement
(20k)
Video –
engagement
(3,474)
Twitter –
outreach
(275k)
Sunday email
– Chris’s gold
dust
(undisclosed)
Content
priorities

Remember your reason for being
Helpful
Informative
Educational
Relevant
Useful
Engaging
Trusted

What are you going to do next?

That’s me.
Thanks.
Any questions?

And, seeing as you got this far
 Start receiving blog alerts at www.marketingassassin.co.uk
 And I’ll send you a free
copy of my Brilliant
B2B Digital Marketing
ebook (edited by Dave
Chaffey)
 240+ pages packed with advice on digital strategy, websites,
SEO, inbound marketing, social media, CRM & analytics

7 ways to better content marketing for SMEs

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