In 15 minutes I want to impart a content marketing framework that small business owners and managers can take back to the office and implement. I draw on my first-hand experience of running content marketing training programmes and my work with more than 200 small businesses in Devon and Somerset, to demonstrate the “why” and the “how” of content marketing. I want participants to go away with an understanding of why it’s best to abstain from creating new content, until they have a content marketing plan. Participants will leave with: An understanding of the value of content An understanding of the value of buyer personas A process for uncovering content themes A structure to create valuable content