This document discusses content marketing strategies for small businesses. It emphasizes that content marketing can help businesses gain reach, authority, and cult status by providing valuable information to customers. The document encourages embracing one big idea for content focused on problems customers face and developing a marketing plan that targets the right audience and communicates the key benefits and differences of a business's offerings. It also stresses the importance of cultivating trust through establishing credibility via various online and offline indicators.

1. Brook
McCarthy

2. We
used
to
have
centralised
power
&
limited
mobility

3. Nowadays
we
all
own
our
own
factories

4. We
are
the
majority
Small
businesses,
sole
proprietorships
and
partnerships
make
up
the
majority
of
Australian
businesses

5. We
are
in
the
problem-­‐solving
business
People’s
pain,
anxieFes,
&
inconveniences
How
you
could
deliver
this
vision
Your
vision
for
how
things
could
be
beIer

6. Today’s
marketers
are
storytellers
in
the
world
of
digital
and
social
media
communicaFons

7. Content
markeFng
gives
reach

8. Content
markeFng
gives
authority
More:–
• Qualified
leads
• Loyal
clients
• Referrals
• Media
and
other
opportuniFes

9. Content
markeFng
gives
cult
status
It
costs
5
or
6
Fmes
more
money
to
acquire
new
clients
than
to
retain
old
clients
(Beyond
Customer
Service,
Crisp)

10. Content
markeFng
is
not
a
luxury,
it’s
a
growing
expectaFon
from
your
target
market

11. Embrace
one
big
idea
• What
is
your
central
message?
• Is
it
relevant
to
your
ideal
clients?
• Is
it
sufficiently
different
from
the
mainstream
view?
• Is
it
interesFng
enough
for
you
to
explore
for
years
and
years
and
years?

12. What
wakes
your
clients
at
2am?

13. Your
markeFng
plan
(nutshell
form)
Who
are
you
seeking
to
target?
What,
specifically,
are
the
top
benefits
of
what
you
offer?
Can
these
be
qualified
and
quanFfied?

14. What
misconcepFons
can
you
overcome?
Who
influences
your
ideal
client
before
they
reach
you?
What
makes
you
different?
Your
markeFng
plan
(nutshell
form)

15. CulFvaFng
trust
is
essenFal

16. Indicators
of
credibility
• Your
reach
(your
website,
search
engine
ranking,
social
media
channels,
face-­‐to-­‐face
events,
email
markeFng,
collaboraFons,
etc)
• Your
qualificaFons
and
experience
• Your
branding
• TesFmonials
• Media
endorsements
• Sharing
your
opinion

17. PerfecFonism
is
the
voice
of
the
oppressor,
the
enemy
of
the
people.
It
will
keep
you
cramped
and
insane
your
whole
life,
and
it
is
the
main
obstacle
between
you
and
a
shiIy
first
dra^
(Anne
Lamo),
Bird
by
Bird)
“

18. Online
Group
Coaching
Program
For
Service
Professionals
:
Digital
MarkeFng,
PR
&
Sales
Training
www.HustleAndHeart.com.au
brook@brookmccarthy.com
Next
program
begins:
September
2015