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KEYNOTE
CHICAGO, IL ~ MAY 22 - 23, 2024
DIGIMARCONMIDWEST.COM | #DigiMarConMidwest
How to Kickstart
Content Marketing With
A Small Team
Dennis Shiao
FOUNDER
ATTENTION RETENTION LLC
How to Kickstart Content
Marketing With A Small Team
Dennis Shiao
May 23, 2024
About Me
● Just moved to Chicago!
● First job out of college: software developer
● Completed the 100th Boston Marathon
● Runs the Bay Area Content Marketing Meetup
● Marketing consultant for B2B tech companies
● Active on LinkedIn - let’s connect there 👋
Why Content Marketing?
Content Marketing Benefits
● Generate awareness: your brand, your company, your mission, your expertise
● Lead prospects down the sales cycle towards the challenges you solve
● Generate sales leads to fill the top of the funnel
● Long-term game: earn trust with prospects who consider your offerings when
they’re in the market to purchase
Tactics We’ll Cover
● Posting videos on LinkedIn
● Webinars
● Licensing content
● Generating content from internal SMEs (subject matter experts)
Videos from Internal SMEs on LinkedIn
Webinar Strategy
3:1 Return
● Use one asset (i.e., the webinar) to generate three new assets
● Pre-event blog post, SlideShare (webinar slides), post-event blog post
● Promote all (4) assets on social media
● Employee advocacy: encourage team members to amplify
Webinar Strategy
Webinar Strategy
A chart from SlideShare analytics. One of our webinar slide decks received
10,000 views in its first week.
Tools to Help With Webinar Summaries
Otter.ai - Automated Meeting Notes
Connect Otter® to your Google or Microsoft calendar and it can automatically
join and record your meetings on Zoom, Microsoft Teams, and Google Meet.
Zoom AI Companion:
When the host enables this feature in a meeting, participants may automatically
receive a summary after the meeting ends, if the host chose to share the summary
with participants.
Webinar Strategy
Questions To Ask
● If you’re already doing webinars, are you maximizing the “content yield” from
them?
● If you’re not doing webinars, consider:
○ Internal SMEs
○ Customers
○ Partners
○ Industry experts that you know
Licensing Content
Benefits
● Leverage an awareness or lead generation asset without creating the content
yourself
● Broadens your reach to new audiences you otherwise wouldn’t have access to
● Potentially generates earned media coverage
Licensing Content
Licensing Content
Social Insights Report from Leadtail
● Assets include the report (gated PDF), press release, blog posts, press release,
infographic and live webinar
● Earned media coverage in numerous business media websites
● Hundreds of mentions on Twitter
Resources
● Project manager / marketer: dedicated internal or external resource
Licensing Content
Additional Content Licensing Opportunities
● Analyst reports – consider smaller or mid-tier firms if budget-constrained
● Business media (e.g., Harvard Business Review)
● Non-profit organizations, associations or communities in your industry
● Small sites or individual bloggers whom your target audience respects
Licensing Content
Result: Their most successful lead
generation asset of the entire year.
Related: Data Organic To Your Platform or Business
“Zuora’s Subscription Economy Index™
(SEI) report analyzes the growth and
resilience of recurring revenue-based
businesses.
Comprised of anonymized,
aggregated, system-generated activity
on the Zuora Billing service, the SEI
measures the change in the volume of
business for subscription-based
products and services across more
than 500 businesses.”
Related: Data Organic To Your Platform or Business
“To uncover the emerging strategies,
we examined how more than 9,000
Snowflake accounts are using the Data
Cloud to build a strong data foundation
and take their first steps into AI.
As the world becomes more data-
informed, Data Trends 2024 reveals
the seven ways leading organizations
are building the foundation for
advanced AI success.”
Generating Content from SMEs (subject matter experts)
● Transcribe technical presentations or webinars
● Have engineers document a challenge they solved
● Interview SMEs; generate a blog post or article from the interview
Transcribe Technical Presentations
Have Engineers Document A Solution
Interview SMEs To Generate Content
Resources Needed
● SMEs willing to participate and share their expertise
● Internal or external writer
Process
● Writer and SME agree on the topic / angle
● Writer develops list of 5-10 interview questions and shares them with SME
● 30-60 recorded interview (e.g., Zoom, Google Meet, etc.) with transcript
generated
Interview SMEs To Generate Content
Process (cont’d)
● Writer develops a draft article based on the interview
● SME to provide review and/or make edits within 1 week
● Article is published under the SME’s byline
How to Encourage SME Participation
Extrinsic Rewards
● Company swag
● Gift cards
● Tablets, smart watches, etc.
Intrinsic Rewards
● Shout-outs (from leadership) at company-wide meetings
● Posts or comments from leadership in Slack, Teams, etc.
Final Thought: Consider Multiple Formats and Platforms
Additional Content Formats
● Infographics
● Podcasts
● Sliders on social media
● Reels and Shorts
● Webcam videos
● Whiteboard animation videos
● Product demo videos
Final Thought: Consider Multiple Formats and Platforms
Additional Distribution Platforms
● YouTube
● Vimeo
● TikTok
● Instagram Reels
● Discord
● Reddit
● Quora
In Summary
● Posting videos on LinkedIn
● Webinars
● Licensing content
● Generating content from internal SMEs
Questions?
Connect with me on LinkedIn (/dennisshiao)
How to Kickstart Content Marketing With A Small Team - Dennis Shiao

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How to Kickstart Content Marketing With A Small Team - Dennis Shiao

  • 1. KEYNOTE CHICAGO, IL ~ MAY 22 - 23, 2024 DIGIMARCONMIDWEST.COM | #DigiMarConMidwest How to Kickstart Content Marketing With A Small Team Dennis Shiao FOUNDER ATTENTION RETENTION LLC
  • 2. How to Kickstart Content Marketing With A Small Team Dennis Shiao May 23, 2024
  • 3. About Me ● Just moved to Chicago! ● First job out of college: software developer ● Completed the 100th Boston Marathon ● Runs the Bay Area Content Marketing Meetup ● Marketing consultant for B2B tech companies ● Active on LinkedIn - let’s connect there 👋
  • 4. Why Content Marketing? Content Marketing Benefits ● Generate awareness: your brand, your company, your mission, your expertise ● Lead prospects down the sales cycle towards the challenges you solve ● Generate sales leads to fill the top of the funnel ● Long-term game: earn trust with prospects who consider your offerings when they’re in the market to purchase
  • 5. Tactics We’ll Cover ● Posting videos on LinkedIn ● Webinars ● Licensing content ● Generating content from internal SMEs (subject matter experts)
  • 6. Videos from Internal SMEs on LinkedIn
  • 7. Webinar Strategy 3:1 Return ● Use one asset (i.e., the webinar) to generate three new assets ● Pre-event blog post, SlideShare (webinar slides), post-event blog post ● Promote all (4) assets on social media ● Employee advocacy: encourage team members to amplify
  • 9. Webinar Strategy A chart from SlideShare analytics. One of our webinar slide decks received 10,000 views in its first week.
  • 10. Tools to Help With Webinar Summaries Otter.ai - Automated Meeting Notes Connect Otter® to your Google or Microsoft calendar and it can automatically join and record your meetings on Zoom, Microsoft Teams, and Google Meet. Zoom AI Companion: When the host enables this feature in a meeting, participants may automatically receive a summary after the meeting ends, if the host chose to share the summary with participants.
  • 11. Webinar Strategy Questions To Ask ● If you’re already doing webinars, are you maximizing the “content yield” from them? ● If you’re not doing webinars, consider: ○ Internal SMEs ○ Customers ○ Partners ○ Industry experts that you know
  • 12. Licensing Content Benefits ● Leverage an awareness or lead generation asset without creating the content yourself ● Broadens your reach to new audiences you otherwise wouldn’t have access to ● Potentially generates earned media coverage
  • 14. Licensing Content Social Insights Report from Leadtail ● Assets include the report (gated PDF), press release, blog posts, press release, infographic and live webinar ● Earned media coverage in numerous business media websites ● Hundreds of mentions on Twitter Resources ● Project manager / marketer: dedicated internal or external resource
  • 15. Licensing Content Additional Content Licensing Opportunities ● Analyst reports – consider smaller or mid-tier firms if budget-constrained ● Business media (e.g., Harvard Business Review) ● Non-profit organizations, associations or communities in your industry ● Small sites or individual bloggers whom your target audience respects
  • 16. Licensing Content Result: Their most successful lead generation asset of the entire year.
  • 17. Related: Data Organic To Your Platform or Business “Zuora’s Subscription Economy Index™ (SEI) report analyzes the growth and resilience of recurring revenue-based businesses. Comprised of anonymized, aggregated, system-generated activity on the Zuora Billing service, the SEI measures the change in the volume of business for subscription-based products and services across more than 500 businesses.”
  • 18. Related: Data Organic To Your Platform or Business “To uncover the emerging strategies, we examined how more than 9,000 Snowflake accounts are using the Data Cloud to build a strong data foundation and take their first steps into AI. As the world becomes more data- informed, Data Trends 2024 reveals the seven ways leading organizations are building the foundation for advanced AI success.”
  • 19. Generating Content from SMEs (subject matter experts) ● Transcribe technical presentations or webinars ● Have engineers document a challenge they solved ● Interview SMEs; generate a blog post or article from the interview
  • 22. Interview SMEs To Generate Content Resources Needed ● SMEs willing to participate and share their expertise ● Internal or external writer Process ● Writer and SME agree on the topic / angle ● Writer develops list of 5-10 interview questions and shares them with SME ● 30-60 recorded interview (e.g., Zoom, Google Meet, etc.) with transcript generated
  • 23. Interview SMEs To Generate Content Process (cont’d) ● Writer develops a draft article based on the interview ● SME to provide review and/or make edits within 1 week ● Article is published under the SME’s byline
  • 24. How to Encourage SME Participation Extrinsic Rewards ● Company swag ● Gift cards ● Tablets, smart watches, etc. Intrinsic Rewards ● Shout-outs (from leadership) at company-wide meetings ● Posts or comments from leadership in Slack, Teams, etc.
  • 25. Final Thought: Consider Multiple Formats and Platforms Additional Content Formats ● Infographics ● Podcasts ● Sliders on social media ● Reels and Shorts ● Webcam videos ● Whiteboard animation videos ● Product demo videos
  • 26. Final Thought: Consider Multiple Formats and Platforms Additional Distribution Platforms ● YouTube ● Vimeo ● TikTok ● Instagram Reels ● Discord ● Reddit ● Quora
  • 27. In Summary ● Posting videos on LinkedIn ● Webinars ● Licensing content ● Generating content from internal SMEs
  • 28. Questions? Connect with me on LinkedIn (/dennisshiao)