This document discusses how to bootstrap content marketing for a new brand on a limited budget. It recommends using content to engage with customers rather than just talking at them. The strategy involves planning keywords and customer personas, producing high-quality content, promoting it through social media and guest blogging, and proving ROI through metrics like traffic, engagement, and cohort analysis of long-term customer value. The long-term goal is to use content marketing rather than manipulative tactics to build organic search rankings and traffic over time.

1. Bootstrapping Your
Content Marketing
StartUP@Blagoevgrad
March 30, 2013
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2. Meet Geralyn from LA
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3. She just launched
Sammy&Claire.com
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4. Geralyn has...
A yet unknown brand
Beautiful website design
An awesome product
Great customer service
A short cash runway
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5. She only needs...
Social media presence
Blog
Search rankings
Organic traffic
Customers
Cash flow
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6. Traditional
marketing is
out.
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7. Can I bootstrap
this baby?
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8. Traditional marketing talks at people.
Content marketing talks with them.
- Doug Kessler
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9. Isn’t this
Social Media Marketing?
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10. And what about SEO?
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11. SEO has changed
Earned
Duplicate & low Manipulative
endorsement to
quality content link-building
quality content
2012 2013
Process Outcome
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12. SEO Analyst
Content creator Outreach
coordinator
Courtesy of Scribe’s The Business Case for Agile Content Marketing
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13. This is a huge amount of
work...
Is it worth it?
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14. The long game
ROI CM
PPC
0
(manipulative)
SEO
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15. Content Marketing
Tipping Points
Courtesy of HubSpot Marketing Benchmarks from 7,000+ Businesses
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16. 400+
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17. 10+
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18. 50+
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19. 500+
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20. 200+
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21. The Strategy
Editorial
endorsements
Branded
editorial
content
Money page
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22. What to measure
Stage KPIs
Social audience growth
Reach Search impressions
Social shares on content
Earned links to content
Engagement Organic search visits
Social media referral visits
Conversion Conversions by channel
Return on Investment (ROI)
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23. Plan
Prove Produce
Promote Publish
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24. [Planning]
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25. GA organic keywords
Tool used: Google Analytics (GA)
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26. Finding keyword traction
Tool used: Google Webmaster Tools (GWT)
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27. Drilling deeper into
search demand
Tool used: Google AdWords keyword tool & Google Trends
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28. Anything getting social shares?
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29. [Production]
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30. Think like a publisher
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31. Define customer personas
What are their goals?
What are their problems?
What keeps them up at night?
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32. You’re not an artist, Peggy.
You solve problems.
Leave some tools in your toolbox.
- Don Draper, Mad Men
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33. Content checklist
• Who are we writing for (customer persona)?
• Does it provide a resource, evoke emotion or entertain?
• What keyword(s) are we targeting?
• What conversion page are we linking to?
• Does it have a great image?
• Is it original, or improve existing content on this subject?
• Is it shareable?
• Is it timely?
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34. Repurposing content
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35. Repurposing on Pinterest
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36. Repurposing via
email marketing
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37. 37

38. “ Within search results, information tied to verified online
profiles will be ranked higher than content without such
verification, which will result in most users naturally clicking on
the top (verified) results. The true cost of remaining
anonymous, then, might be irrelevance.
- Eric Schmidt, Google Chairman
More on Authorship from SearchEngineLand
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39. [Promote]
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40. Need to have
Nice to have
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41. Core activities
DM
#
@
RT
Follow Share Converse
Grow Gain Build
audience influence relationships
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42. Finding influencers
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43. Curate content
Hand-picked content -- shared
with editorial flare -- naturally
attracts quality followers/fans.
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44. Listen...
& talk it up
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45. Guest blog outreach
Find sites Reach out to
ID target ID common
influencers are those sites
customer influencers
sharing
1 ... 2 ... 3 ... 4
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46. [Prove]
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47. Defining ROI
Incremental revenue increase
Lifetime value (LTV)
creation
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48. Measuring LTV using
cohort analysis
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49. Cohorts profitability
over time
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50. Build
Learn Measure
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51. Thanks for making it this far
Ques%ons?
Twitter: @parischildress
LinkedIn: bg.linkedin.com/in/parischildress/
Google+:
Skype: pchil9
Email: paris@hop-online.com
StartUP@Blagoevgrad
March 30, 2013
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