The document discusses how small businesses can benefit from content marketing. It provides examples of how 6 small business owners implemented successful content marketing strategies by addressing customer needs, highlighting their brands on social media, and creating helpful resources. The document also offers tips for small businesses to start integrating content marketing, such as creating valuable content in various formats and promoting larger content pieces on social media. Recommended resources for learning more about content marketing are also included.

1. Zontee Hou for

2. • Strategist at top consulting firm
Convince & Convert
• Digital marketing consultant &
founder of her own firm, Media
Volery, in New York City
• Adjunct professor of
communications at the City College
of New York
• Has worked with brands ranging
from Martha Stewart Living
Omnimedia to Allstate Insurance to
Wyoming Travel & Tourism

3. …And How Can
It Benefit Your
Small Business?

4. • Tie your content
marketing to your
business goals
• Make sure all of your
various marketing efforts
are aligned and integrated
• Be sure to give it proper
support and resources

5. • For both B2B and B2C
companies
• It’s a chance to build your
company’s position as an
authority and/or expert in
the space
• Content marketing can
burnish your reputation as
a knowledgeable resource
• It can also increase the
conversation around your
brand/products

6. • Content on social media and
through e-newsletters are still
the top tactics (Source: CMI)
• Content marketing is being
used in conjunction with paid
tactics more often than
previous years
• Mobile accessibility and
experience is important to
consider
• Video is an increasingly
important medium

7. 6 Stories from Small
Business Owners

8. • Address the customers’
needs and attitudes
• Highlight the
personalities and
community through social
media
• Focus on reaching out to
a specific target audience

9. • Support B2B customers
with resources on
increasing their sales
• Showcase alternate ways
to use your products
• Turn events into content

10. • Provide answers to
common questions so
that customers can help
themselves when possible
• Use downloadable content
to generate leads
• Integrate video content
wisely

11. • Curate resources for your
customers
• Create experiences for
your customers
• Empower your employees
to be ambassadors

12. • Do the homework for the
customer
• Integrate content into
social media channels
• Expand your content to
include other areas that
the customer might be
interested in

13. • Showcase user-generated
content
• Inspire with ideas of how
to incorporate the
product into users’ lives
• Consistently post fresh
content on all main
channels

14. 4 Ways You Can
Start Integrating
Content Marketing
into Your Business

15. • Does the content provide
value to the audience
“that’s so good they
would pay for it”?
*Get more great examples
in Jay Baer’s book by the
same name.

16. • Can your content consist
of webinars, e-books, in-
store experiences,
podcasts, and/or video
series?
• What else?

17. • You may already be
creating content or have
existing resources and
materials that can be
tweaked for content
marketing.

18. • Support larger pieces of
content (e.g. longer-form
video, e-book) with
smaller posts on social
media that excerpt or
sample that larger piece.

19. Places to Get More
Information

20. • Convince & Convert
• ConvinceandConvert.com/blog
• Podcasts: Content Pros, Social
Pros, Convince & Convert Podcast
• Email Newsletter: Definitive
• Content Marketing Institute
• ContentMarketingInstitute.com
• SlideShare.net/CMI
• Social Media Examiner
• SocialMediaExaminer.com
• Podcast: Social Media Marketing

21. • Twitter: @zontee_hou
• LinkedIn:
linkedin.com/in/zonteehou
• Website & email newsletter:
MediaVolery.com

22. Photo credits: Images below used under the Creative Commons
Attribution license 2.0.
Title: Photo courtesy of open hardware summit on Flickr.
What is content marketing: Photo courtesy of mkhmarketing on
Flickr.
How do people put it in action: Photo courtesy of Gavin Llewellyn
on Flickr.
Why does it work: Photo courtesy of PKP BBDO Vienna on Flickr.
Trends for 2015: Photo courtesy of 10ch on Flickr.
What does this mean for you: Photo courtesy of
anonymouscollective on Flickr.
Think About Youtility: Photo courtesy of florianric on Flickr.
Go Beyond Social Media: Photo courtesy of Mike Johnson on Flickr.
Atomize Your Content: Photo courtesy of Paul Hudson on Flickr.
Resources: Photo courtesy of Sebastien Wiertz on Flickr.
Q&A: Photo courtesy of Ryan on Flickr.