By now you probably know that content marketing is important, but do you have a good playbook for how to do it? What about budget? Resources? Ideas? Solutions? Every company can do content marketing and generate content that engages, shared and drives business results, but there are different ways to do it on a budget.

1. Big League Content
Marketing
Building a Content Marketing Machine on a Budget

2. About this presentation
I created it myself
I used only publicly available content
I used only free tools, images, templates, fonts
My biggest investment was time… It took me about 4 hours (and 5 years)
Good content requires expertise and subject-matter knowledge

4. Source: Kapost and Eloqua study http://www.eloqua.com/content/dam/eloqua/Downloads/ebook/Kapost-Eloqua_ebook_Content_Marketing.pdf

5. Why Content Marketing?
93%
68%
63%
67%48%
42%
57%

6. What’s challenging for companies?

7. Main content marketing challenges
1. Lack of time
2. Producing enough content
3. Producing the kind of content that engages
4. Producing a variety of content
5. Lack of budget
6. Inability to measure effectiveness

8. Main content marketing challenges
1. Lack of time
2. Producing enough content
3. Producing the kind of content that engages
4. Producing a variety of content
5. Lack of budget
6. Inability to measure effectiveness

9. Here’s the blueprint
Content Marketing
Message Format Channel Promotion

10. Message

11. Start with your buyers
Demographic, firmographic
Location, online, networks, subscriptions
Topics, hobbies, activities, content
Functional, financial, emotional
One product
Who are they?
……………………………………
Where are they?
………………………………..
What are they interested in?
…………….
What is their pain?
…………………………….
How can you help them?
………………….

12. Decide on ONE product
Why do they buy?
Why would they buy from you?
If they bought from you, would they be happy?

13. Define your buyers’ journey
Stage Awareness Interest Consideration Decision
/Purchase
Descripti
on
Buyers aware
of the problem,
business goal,
pain or
category of
solutions
Buyers are
interested in
solving the
problem and
are actively
looking for
solutions
Buyers are
considering the
set of solutions
to solve their
problem
Buyer decide
on a solution
and are making
the purchase
decision
Buyers’
goal
Educate on
problem
Learn about
possible
solutions
Narrow
solutions to a
short list of
Compare short
list, pick a
solution

14. Align goals with stage
Stage Awareness Interest Consideration Decision
/Purchase
Buyers’
goal
Educate on
problem
Learn about
possible
solutions
Narrow
solutions to a
short list of
alternatives
Compare short
list, pick a
solution
Your
goal
Capture buyers
and provide
value through
education
Educate buyers
on types of
solutions and
highlight the
benefits of
yours
Make the short
list, connect
with the buyers
Qualify the
buyers, sell!

15. Write down all the questions your
buyers have at each stage
Stage Awareness Interest Consideration Decision
/Purchase
Buyers’
goal
Educate on
problem
Learn about
possible
solutions
Narrow
solutions to a
short list of
alternatives
Compare short
list, pick a
solution
Buyers’
Questio
ns
What is it
(definition)?
Who else has
it?
Is it bad?
Can it be
What are the
solutions?
How do the
differ?
What are the
pros and cons
What are the
important
features?
Who are the
potential
vendors?
What is the
price?
What do I get?
Who else is
using it?

16. Answer all the questions
Question Answer
1.
2.
3.
4.
5.
6.
7.
8.
9.

17. How to do it on a budget?
1. Do it yourself
2. Do it in-house
3. Freelance or an agency
4. CrowdSource:
a. Brafton
b. WritersAccess –
www.writeraccess.com
c. NewsCred
d. Scripted
e. TextBroker
f. Zerys
g. Curata

18. Format

19. Plan one canonical piece
http://www.quicksprout.com/the-advanced-guide-to-content-marketing/
http://moz.com/beginners-guide-to-seo
http://www.hubspot.com/inbound-marketing
http://www.marketo.com/marketing-automation

20. Create peripheral content that
supports and points to it

21. Optimize the page for conversion

22. Diversify formats

23. Format ideas

24. How to do it on a budget?
1. Do it yourself:
a. Word
b. PowerPoint
c. Design tools (Adobe)
d. Video tool (Your iPhone, Camtasia)
e. Recording tools
2. Do it in-house
a. Designer
b. Writer/copy editor
c. Videographer
d. Uncover talent
3. Freelance or an agency
4. CrowdSource:
a. 99designs: http://99designs.com/
b. DesignCrowd: www.designcrowd.com
c. LogoTournament:
http://logotournament.com/
d. LaunchSite: https://launchsite.com/
e. CoContest: https://www.cocontest.com/
f. eLance https://www.elance.com/
g. http://www.designcrowd.com/
h. More here: http://list.ly/list/3xr-20-creative-
crowdsourcing-websites-for-logo-website-
design-and-more

25. Channel &
distribution

26. The format (not the message)
determines the medium
Format Mediums
Blog post RSS, email, social media
Video YouTube, Vimeo, Blogs, Web Pages, social media
Infogrpahic Web page, social media, slideshare,
Podcast iTunes, Music store (Google), Audible (Amazon)
PDF Landing page, social media, slidesahre, Scribd
Print Mail, store, events
eBooks Amazon, Google, iTunes
Presentation Slideshare, Prezi, web page
Webinar YouTube, Vimeo, BrightTALK
Press release Web page, press “wire”

27. How to do it on a budget?
1. Manage all your subscriptions in one place
2. Assign owners to each channel/medium
3. Have a content distribution checklist

28. Promotion

29. I assume you know this part, but…
A few tips:
• Plan your promotion campaigns in advance
• Treat content promotion like product promotion: set goals, budget, timeline,
action items, etc.
• Track and measure results and KPIs
• Establish a baseline first, then optimize
• Play around with the cadence

30. Recap on process
1. Define the buyer
2. Outline the stages
3. Come up with questions
4. Pick one canonical topic
5. Brainstorm peripheral content and formats
6. Build an editorial calendar
7. Add promotional plan

31. Step 1:
make it a priority

32. Decide

33. Commit

34. Assign real resources

35. Schedule time

36. Lead by example

37. Step 2:
plan it

38. Planning steps
• Pick one topic to start with
• Brainstorm
• Prioritize
• Find the experts and assign tasks
• Create an editorial calendar

39. Step 3:
build a process

40. Proposed process
1. Brainstorm
a. Finalize a topic
b. Outline all formats
2. Outline the message (creative brief)
3. Copy + wireframe
4. Review
5. Final Draft
6. Copy editor review and signoff
7. Production
8. Review
9. Polish
10. Final review
11. Promo assets production
12. Publish

41. Step 4:
assign resources

42. Insource or outsource

43. Freelance or agency
Freelance Agency
Cost ✔ ✗
Time ✗ ✔
Flexibility ✔ ✗
Capacity ✗ ✔
Breadth of Services ✗ ✔
Infrastructure ✗ ✔
Expertise ✔ ✗
Overhead ✗ ✔

44. Step 5:
manage the process

45. Step 5 – manage the process

46. Step 6:
execute

47. Step 6 - Execute
Start producing
Think about distribution
Have a PM

48. Step 7:
measure

49. Measure what makes sense
Message Format Channel Promotion
Marketing qualified
leads
Shares Total leads/visits Cost per acquisition
Engagement post
consumption
Consumption –
downloads, views,
pageviews
Reach Cost per engagement
Returning visitors Relative consumption Engagement Engagement rate
Survey results and
ratings
Velocity/Virility
Comments Marketing
qualified/purchases
Relative shares
Mentions
Reuse/curate by other

50. Tips
Define activity goals for the first 3-6 months
Measure early indicator
Start measure real results only after 3 months of solid activity

51. Questions?

52. Resources
http://www.demandmetric.com/content/content-marketing-infographic
http://contentmarketinginstitute.com/research/
http://www.cmocouncil.org/images/uploads/262.pdf
http://img.en25.com/Web/Kapost/%7Be2e7c5be-14f8-4cf3-a174-
1a29b673cfa6%7D_Content-Marketing-ROI-Kapost-Eloqua-eBook_.pdf
http://www.inboundwriter.com/content-marketing/15-shocking-content-marketing-
stats/#sthash.N6PmcB0q.dpuf
http://searchenginewatch.com/article/2343039/Content-Marketing-The-4-Most-
Critical-Components-to-Measure-Analyze

53. Thank You
Uri Bar-Joseph
@uribarjoseph
in/uribarjoseph
www.marketing-athlete.com