Tony Zeoli (Digital Strategy Works & Glenn Geffcken (Balanced Is) give this presentation on content marketing for small business through Mountain BizWorks, a lending and learning org supporting small business

1. Content Marketing for Small Business
Part II - Content & Inbound Marketing Strategy
Presented by Glenn Geffcken (BALANCED IS) & Tony Zeoli (DSW)
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2. Workshop Intention
To empower small business owners to:
• Authentically differentiate themselves
• Position themselves with compelling content
• Employ more financially accessible marketing strategies
• Measure, analyze, and act on data
• Create a long-term, sustainable relationship with their
intended audience 2

3. Workshop Takeaway
The content I create:
• I truly believe in
• Is achievable/sustainable on a scheduled basis
– (daily, weekly, monthly, yearly)
• Is comprised of compelling text, audio, video, and images
– Purposeful, stimulating, inspiring, educational, or
informational 3

4. What is Content Marketing?
“Content marketing is a strategic marketing approach focused
on creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly-defined audience” 1
4

5. ● Content marketing is the second most effective form of
marketing
● It’s more effective than advertising, and advertising is far
more expensive
● It doesn’t beat face-to-face connections, although it
reaches a much wider audience
● It builds trust with your intended audience
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Why Content Marketing?

6. Content Marketing 2016
“…interest in “content marketing” has climbed steadily since
2011, but in Q4 of 2015, it jumped 20 percent, growing as much
in two months as it did over the past two years.” 2
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7. 7
Source: http://www.nielsen.com/us/en/insights/reports/2015/global-trust-in-advertising-2015.html
Trust in Advertising (2015)3

8. 8
Nielsen Global Trust in Advertising Survey 20154

9. State of Online Advertising
• Google AdWords is expensive
• CPC keywords > $ to $$$…per click!
• Ad Blocking comes with Apple iOS and Safari browser
• Advertising does not equate to knowledge
• Search is powerful
• When we provide content, we provide context
• 62% of millennials say their online loyalty towards a brand is
driven by online content5 9

10. Motivation
• Personal and professional creative expression
• Gifting transformational content to others
• Connecting with like-minded people (intended audience)
• Build trust, visibility and brand loyalty
• Unfolds an ongoing story related to your brand, which leads
to authentic, lasting and sustainable connections
• Authentic connections lead to brand loyalty, which leads to
customers and clients
– Stated in standard business terminologies, “leads to ROI”
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11. If all we do...
If all we do is convey WHAT we do, no matter how clever the
language or appeal, we’re just a commodity-based product or
service, competing based on price and features.
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12. On the other hand...
Instead of merely conveying our WHAT, we convey our WHY, our
reason for being, we connect with our audience in a deeper and
more compelling way.
A way of connection that brings about brand loyalty where your
customers do your marketing for you.
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13. The Path of Content Marketing
Marketing based on a well developed identity
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14. Unconventional Content-Oriented Marketing
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15. Unconventional Content-Oriented Marketing
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16. Traditional Marketing
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17. 17
Repelling those not in alignment

18. 18

19. Attraction - Not Promotion
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20. In publishing, art, and communication, content is the information
and experience(s) directed towards an end-user or audience.[1]
Content is "something that is to be expressed through some
medium, as speech, writing or any of various arts".[2] Content
can be delivered via many different media including the internet,
television, audio CDs, books, magazines, and live events, such as
conferences and stage performances.6
20
What is content?

21. 21

22. Basically, content marketing is the the art of communicating with
your customers and prospects without selling. It is non-interruption
marketing. Instead of pitching your products or services, you are
delivering information that makes your buyer more intelligent.7
22
The Art of not selling

23. Permission Marketing
Permission marketing is the privilege (not the right) of delivering
anticipated, personal and relevant messages to people who
actually want to get them.
It recognizes the new power of the best consumers to ignore
marketing. It realizes that treating people with respect is the
best way to earn their attention.8
— Seth Godin
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24. Value equates to loyalty
The essence of this content strategy is the belief that if we, as
businesses, deliver consistent, ongoing valuable information to
buyers, they ultimately reward us with their business and loyalty.9
24

25. Greatest
Misconceptions
in Content
Marketing
25
Rand Fiskin - MOZ
http://bit.ly/moz-whiteboard-friday

26. Case Study - Balance Is Blogs
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27. • Five basic content types:
– Audio (streaming, podcasting, audio books)
– Video (YouTube, Periscope, Vimeo, Google Hangouts)
– Text (Written blogs, commenting, How-To’s, White
Papers)
– Images (Photography, Infographics, Graphic Design)
– Experiential (speaking, teaching, training, presenting)
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Content Types
Everything we create has one or all of these basic elements

28. • Photo (pixels)
• Design (vector), web site, banner ads, logo,
infographics
• Fonts (free Google Fonts, Adobe TypeKit)
• Video (.mp4, proprietary streaming codecs)
• Audio (.mp3, proprietary streaming codecs)
• Data - (Statistics, Demographic
Information, Analytics, Reports)
• Location (Google Local, Yelp,
FourSquare/Swarm, Trip Advisor)
• Logo, LogoType
• Domain Name (TLDs)
• Email address (personal/business)
• Mobile Responsive Website and/or Blog
28
● Mobile Application
● Webinar
● Q&A/Knowledge
● White papers
● E-book
● Book, E-magazine
● Speeches/public speaking
● Text (biography, about us, product
descriptions, etc…)
● Social Media accounts (Facebook, Twitter,
LinkedIn, Online forums like Quora, Stack
Exchange)
● Help Desk, GetSatisfaction/ZenDesk)
Content Examples

29. 29
105 Types of Content10

30. 30
Planning11

31. What Marketing Strategies Are You Good At?
• Networking or developing content?
• Visual design or words?
• Advertising or social media?
• Facebook or Twitter?
• Flyers or face to face?
• Blended technical and creative design
• Analytics and analysis or driving vision
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Know what you’re good at and most enjoy doing

32. Your Website
• Your website is your calling card
• How well it’s designed, the colors, the font size,
the navigation are all important
• 85% of respondents said they tend to distrust a
company with a poorly designed website
• It’s the backbone of your content marketing
strategy
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33. Blogging
• Regularly give something of value to those you
care about
• Build a rich narrative that speaks authentically
to who you are
• Enhanced SEO
• Frequent interaction
• Enriched social media
• It’s fun
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34. Guest Blogging
• Reach a wider audience
• Build authority
34
• Backlinks / SEO
• Build your mailing list

35. Video
• 80% of all internet traffic
will be video by 2019.
That's up from 64% in
2014.12
• 96% of B2B organizations
are using video has part
of their online
marketing13
35

36. Infographics14
An Infographic is a visual
image, such as a chart or
diagram, used to represent
information or data.
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37. Podcasting
A digital audio file made available on the Internet
for downloading to a computer or portable media
player, typically available as a series, new
installments of which can be received by
subscribers automatically.
Percentage of Americans who have listened to a
podcast in the past month has increased steadily
since 2013, from 12% to 21% in three years.15
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38. Other Forms of Content Marketing
• Internet radio stations
• Webinars
• White papers
• Resource documents
• e-Book
• Write a book
• Put on a content marketing workshop
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39. Case Study - Melibee Global
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● Publish
Downloadable PDF
Write Content
○ Design
○ Export
○ Upload
○ Market

40. Short Break
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41. • Website designed
for desktop, tablet,
and mobile phone
• Responds to the
screen size of the
browsing device
41
Is your content mobile optimized?

42. • 2014
• Mobile overtakes
desktop
• 1.7B Users
42
Our audience is mobile16

43. • How fast our message transmits across
the Internet
• Consider the bandwidth available to
your intended audience
• Optimize website and media for speed
– mobile responsive
– small file sizes
– rely on third parties to broadcast 43
Speed & Size

44. • "Moore's law" is the
observation that, over
the history of computing
hardware, the number of
transistors in a dense
integrated circuit has
doubled approximately
every two years.
• May stop shrinking in
2021, new methods of
development coming into
play.17
44
Moore’s Law

45. 45
Storage is finite

46. 46
Bandwith is expensive

47. • Be thoughtful about what you
produce
• Light and fast
• Content not free
• Cable Internet
• Mobile Plan
• Overages
47
Cost of consumption

48. What Is Inbound Marketing?
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Inbound marketing is about using marketing to bring potential
customers to you, rather than having your marketing efforts
fight for their attention. Sharing is caring and inbound marketing
is about creating and sharing content with the world. By creating
content specifically designed to appeal to your dream
customers, inbound attracts qualified prospects to your business
and keeps them coming back for more.18

49. Four Inbound Marketing Actions19
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50. • 62% Lower Cost Per Lead 20
50
Inbound Marketing

51. 51
Cycle of Engagement21
● Awareness
● Advocacy
● Engagement
● Retential

52. • Search is how we uncover information
• Become the most authoritative voice in your vertical
• 100s of ranking signals, but common sense ones apply
– Mobile responsive site, site speed, authoritative voice, links
back to your site, quality content, outbound links to other
sources
– Google penalizes sites in mobile search that are not
responsive
52
Search Engine Optimization (SEO)

53. • Optimize our pages/posts with keywords
– Title
– Body
• Optimize for Open Graph
– Setting correct image and description, can even set a
video
• Keywords themselves [meta keywords] deprecated long ago
53
Search Engine Optimization (SEO)

54. • One page with information and calls to action
– Info
– Forms
– Downloads
• Share a URL, drive traffic to landing page & track conversions
• Use short URL service like bit.ly to convert:
– https://totalmerchantresources.com/business-financial-solutions/
– http://bit.ly/smallbizloans 54
Landing Page

55. • Tracking “pixel” is small image placed on your site that is
tracked by Google, Facebook, Twitter
• When you visit a web page, the tracking pixel sees your
visit by tracking the IP address of your computer and a
cookie placed in your browser
• When you visit a social network or website, you may see
an ad for the website you visited.
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Re-targeting

56. Harry’s
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Visit Harry’s website
Facebook delivers ad in news feed

57. 57
Facebook Boosted Post

58. 58
Promoted Tweet

59. 59
How Marketers Use Social Media

60. 60

61. • Google Analytics
– Enterprise class analytics
– Universal Analytics includes Demographics and Interests
reporting
– Set up conversion funnels to learn how you’re converting
– View Google Analytics in WordPress Dashboard
• WordPress.com analytics by connecting JetPack
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Analytics

62. Email Marketing
• Segmentation
• Better styling
• Video email
• Marketing Automation
(Drip campaigns)
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63. Marketing Automation
Marketing automation refers to the software that exists with the
goal of automating marketing actions. Many marketing
departments have to automate repetive tasks such as emails,
social media, and other website actions. The technology of
marketing automation makes these tasks easier.
http://www.hubspot.com/marketing-automation-information
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64. Customer Relationship Management
CRM, or customer relationship management, refers to software that lets
companies track every interaction with current and future customers. CRM
doesn’t refer to a specific set of features or a brand. It’s a catchall term for any
system that allows this kind of tracking, so the software itself is usually just
referred to by the acronym 'CRM.'
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65. CRM Companies
• Insightly (integrated in Gmail)
• Highrise
• Salesforce
• Sugar
• Hubspot
• Marketo
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66. Case Study - All In One SEO Pack
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67. • Content marketing is a gift
• Leverage across platforms
• Be your authentic self
• It’s a long-term strategy
• It begins with your WHY
• Have fun with it
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Take Away

68. Content Creation Exercise
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Create an original piece of content as a group:
● Agree and establish objective for an original content piece related to this
content marketing workshop
● Create a title (no more than 60 characters)
● Create a description (no more than 160 characters)
● Write two paragraphs of copy
● Create a one-minute video
● Create a one-minute audio
● Take a photo, or download an image to accompany content
● Post to relevant social media platforms
● Share widely

69. Footnotes
1 What is Content Marketing, Content Marketing Institute, http://contentmarketinginstitute.com/what-is-content-marketing/
2 State of Content Marketing 2016, Contently.com, https://contently.com/strategist/2015/12/17/state-of-content-marketing-2016/
3 Earned and Owned Media Remain the Most Trusted Ad Formats, Nielsen.com, http://www.nielsen.com/us/en/insights/reports/2015/global-trust-in-
advertising-2015.html
4 Global Trust in Advertising, Nielsen.com, http://www.nielsen.com/us/en/insights/reports/2015/global-trust-in-advertising-2015.html
5 Millennial Mind, Newscred.com, http://newscred.com/theacademy/learn/millennial-mind
6 Content_(media), Wikipedia, https://en.wikipedia.org/wiki/Content_(media)
7 What is Content Marketing, Content Marketing Institute, http://contentmarketinginstitute.com/what-is-content-marketing/
8 Permission Marketing, sethGodin.typepad.com,http://sethgodin.typepad.com/seths_blog/2008/01/permission-mark.html
9 What is Content Marketing, Content Marketing Institure http://contentmarketinginstitute.com/what-is-content-marketing/
10 105 Types of Content to Fill Your Editorial Calendar, convinceandconvert.com, http://www.convinceandconvert.com/content-marketing/content-to-fill-
calendar/
11The Path to Content Marketing, visualcontenting.com, : http://visualcontenting.com/
12 http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.html
13 2015 b2b Video Content Marketing Survey, reelso.com, http://www.reelseo.com/resources/2015-b2b-video-content-marketing-survey/
14 What is an Infographic?, customermagnetism.com, https://www.customermagnetism.com/infographics/what-is-an-infographic/
15 Podcasting Fact Sheet, journalism.org, http://www.journalism.org/2016/06/15/podcasting-fact-sheet/
16 Mobile Marketing Statistics, smartinsights.com, http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-
statistics/
17 Transistors Will Stop Shrinking in 2021…, Spectrum.ieee.org, http://spectrum.ieee.org/tech-talk/computing/hardware/transistors-will-stop-shrinking-in-
2021-moores-law-roadmap-predicts
18 What Is Inbound Marketing? Hubspot, http://www.hubspot.com/inbound-marketing
19 What Is Inbound Marketing? Hubspot, http://www.hubspot.com/inbound-marketing
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70. Footnotes
20 Inbound Leads Cost 62% Less Than Outbound [New Date], Hubspot Blog, http://blog.hubspot.com/blog/tabid/6307/bid/10172/Inbound-Leads-Cost-62-
Less-than-Outbound-New-Data.aspx#sm.0001cra5e727ceh9rj31ewsz5f00y
21 What is Content Marketing; The DMX Cycle of Engagement, dmxexchange.com, http://www.dmxengage.com/2013/08/15/what-is-content-marketing-
the-dmx-engage-cycle-of-engagement
22 How Marketers Use Social Media, statista.com, https://www.statista.com/chart/2289/how-marketers-use-social-media/
22 What I Learned After Reading 116 Email Marketing Predictions,, blog.indiemark.com, https://blog.indiemark.com/2016/01/20/email-marketing-
predictions/
23 What Is CRM (Customer Relationship Management) Software?, Hubspot Blog, http://blog.hubspot.com/marketing/what-is-crm-
ht#sm.0001cra5e727ceh9rj31ewsz5f00y
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71. Content Marketing for Small Business
Part III - Content Production & Distribution
Presented by Tony Zeoli (DSW)
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