YP Content Marketing Tips

© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual
Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.
practical marketing
education series.
10 content marketing tips your
small business can do now

Tina Stock | YP | Executive Director, Marketing
An entrepreneurial marketing executive with over 10 years
experience in product marketing, social media marketing, content
marketing, communications strategy, display advertising and search
engine marketing. Tina blogs about marketing at tinastock.com,
and you can follow her on Twitter @tinadstock.
About YP
• YP is North America’s largest local search, media and
advertising company.
• Our mission is to help local businesses and communities grow.
• We generate 40 billion annual impressions on the YP Local Ad Network
and have 3,000 marketing consultants helping over 600,000 businesses
get, and keep customers.
meet your presenters.

Joe Pulizzi | CEO, Content Marketing Institute
Author of Epic Content Marketing, named top 5 book of
2013 by Fortune Magazine
Founder of Content Marketing Institute
LinkedIn Influencer
@JoePulizzi
meet your presenters.

10 Content Marketing Tips Small Businesses
Can Put to Work Now
practical marketing series
session 2
YP Practical Marketing Presents:

the original content
marketing program.

the original content marketing program.

show me the research.

Percentage of B2B small business
marketers using content marketing
http://bitly.com/cm-research

Just 45% believe their
content marketing is effective

Percentage of B2B small business marketers
who have a documented content strategy
http://bitly.com/cm-research

tip #1:
fill a need and find your why.

Enabling women to have more quality
time with their families

Helps engineers answer the
most challenging industry solder
questions

© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
Search Engine
Optimization
Lead
Generation
Social Media
INDIUM CONTENT

tip #2:
create a content
marketing mission.

create a content marketing mission.

Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration for
running and growing their
businesses.

Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration for
running and growing their businesses.
1. Core Target Audience
2. What Will Be Delivered
3. The Outcome for the Audience

tip #3:
publicly answer your
customers’ questions.

Marcus Sheridan
CEO, River Pools & Spas
publicly answer your customers’ questions.

River Pools and Spa
In 2007:
• $4.5 million in Sales
• $250,000 advertising spend

River Pools and Spa
In 2011:
• Sold more fiberglass swimming
pools than any other pool
retailer in North America
• $40,000 in
advertising spend
• Won 15% more bids
• Cut sales cycle in half

75,000 visits per month

yep, David vs. Goliath is real.

1 post over 3 yrs
= 50,000 visitors = 4,000 subscribers = $84,000.00

tip #4:
focus on subscribers
as a key metric.

focus on subscribers as a key metric.

focus on subscribers as a key metric.
What’s the difference
between those who
subscribe to my content
and those that don’t?

tip #5:
build an influencer list.

build an influencer list.

tip #6:
use the social media
4-1-1 program.

use the social media 4-1-1 program.
4 : 1 : 1
Influencer
Sharing
Content
Marketing
Sales

tip #7:
bake influencers
into your content.

bake influencers into your content.

tip #8:
create an engine to get
and keep subscribers.

create an engine to get and keep subscribers.

80%
create an engine to get and keep subscribers.

tip #9:
leverage SlideShare
to grow subscribers.

leverage SlideShare to grow subscribers.

tip #10:
get your marketing
objectives in order.

get your marketing objectives in order.

Return on objective:
• Is the content driving sales?
• Is the content saving costs?
• Is the content making our customers
happier, thus helping with retention?

Create a WHY for
each channel

1. Find your why
2. Create a content marketing
mission statement
3. Publicly answer your
customers’ questions
4. Focus on subscribers as a key metric
5. Build an influencer list
6. Use social media 4-1-1
7. Bake influencers into your content
8. Create an engine to get and
keep subscribers
9. Leverage SlideShare
10. Create a why for each
content channel
take action.

Joe Pulizzi
joe@contentinstitute.com
@JoePulizzi
Thank You
questions?

companies. All other marks contained herein are the property of their respective owners.© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
thank you! | register for more practical marketing.
Be sure to register for the next in
the practical marketing series:
April 17, 11:00 am PST
Increasing Local Brand
Awareness
with the “Marketing & Media
Monsters” dynamic duo, Tara
Jacobsen and Rebekah Welch
adsolutions.yp.com/practicalmarketing
adsolutions.yp.com/more-tools

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