7 ways to better content marketing for SMEs

@renepower www.marketingassassin.co.uk One Circle Comms April 2014

ways to make content marketing

work for your business tomorrow

7

A reason to stay I’ll ask you to do something at the end of the presentation and in

return….


I’ll send you a free copy of my Brilliant B2B Digital Marketing ebook (edited by Dave Chaffey)

240+ pages packed with advice on digital strategy, websites, SEO, inbound marketing, social media, CRM & analytics

And we don’t have any time!


Here’s the business reality:

You don’t always need to create stuff


Let’s make two assumptions…



1. People need stuff


2.People search [intelligently] for stuff they want

Buyer decision making process

£The buying

cycle


People go here

We know, being here when they

are looking is very important!

We know, being here when they

are looking is very important!


People go here

In the knowledge we

know they trust this bit

the most

In the knowledge we

know they trust this bit

the most

So, how do we get you here,

ranking on what you’re best at?

So, how do we get you here,

ranking on what you’re best at?


1. Your content solves their problems2. Demonstrates your authority3. Builds your reputation4. Creates trust in you 5. Leads to transaction with you

Why ‘content marketing’ helps


Blog Email

Twitter Linkedin

Video


CommentSlideshare

7 ways to make content work for your business

@renepower www.marketingassassin.co.uk cruise.co.uk Dec 2013

• Who they are• Where they go• What’s being asked or

discussed• What’s missing• Who’s helping• Who needs help

Know your audience


Some tips on marketing without content


1. Become a commentator


You have a voice, right?

You have a voice, right?

Use it

Easier to comment than create your own

Blog and article commentating leaves a digital footprint

Can often add your URL without having to mention you have an ulterior motive


Social Media Examiner

Where can you comment?

Trade mediaGeneral newsBlogsTrade associationsEvent sitesLinkedin groupsSocial media sites


Comment action for tomorrow Shortlist three topics you

want to pass comment on Shortlist three places which

offer the best opportunities to comment

Track them Via TwitterVia RSS (Feedly or in

Outlook)Via email subscription


Comment action for next week

Go commentKeep it business!Keep it positive!Add value to

whatever you’re commenting on


http://socialmediab2b.com/2014/04/b2b-linkedin-personal-brand/comment-page-1/#comment-55633

http://socialmediab2b.com/2014/04/b2b-linkedin-personal-brand/comment-page-1/

http://socialmediab2b.com/2014/04/b2b-linkedin-personal-brand/comment-page-1/

2. Linkedin


You have a Linkedin profile, right?




Get it working 100% for you

Populate your profile to the max

Make sure all employees profiles are up to scratch

Make sure your business profile is up to scratch


My Linkedin profile incl. slides and video embeds

Linkedin action for tomorrow

Aim to use Linkedin status updates at least 1-2 times a day08.30 / 15.30 what

you’re doing13.00 / 17.30

industry updatesJoin relevant groups

Customers not peers


Linkedin action for next week

Comment in your groups

Update your key contacts with what you’re doing and what you need from them


3. Twitter


You have a Twitter account, right?

You have a Twitter account, right?

Decide why you are using Twitter


Twitter action for tomorrow

Follow key influencers in your sectorCustomersSuppliersMediaBloggersCelebritiesIndustry associations


Saved search in Hootsuite

Twitter action for next week

RT their materialComment on their

material


Some tips on marketing with content


4. Slideshare


You all have a slides, right?

You all have a slides, right?

Slideshare delivers as a watering hole

Bespoke slide hosting hub Massive global user base

75m + slides25m+ users

Part of LinkedinFully embedded into

profilesOptimised for search

Page 1 on Google @renepower www.marketingassassin.co.uk One Circle Comms April 2014

Slideshare action for tomorrow

Seek inspiration and identify gaps

Follow a bunch of people on SlideshareBy topicHit the ‘explore’ button


Slideshare action for next weekUpload ONE

presentationTweak so it works

without a speaker Tell people about it

Comment, Linkedin, Twitter

Create a plan to add one new document a month and promote

Like other Slideshare’s related to your content


5. Post a blog

Blogging 101 Be a real person Use attention

grabbing headlines Mix up ‘topical’ with

‘evergreen’ Keep it short <500

words Use accepted

keywords

Format for skim reading

Write, park, edit, post Consider your images Use tags End with a call to

action


Some blog post ideas


Blogging action for tomorrow

Write one 500 word post about the three biggest things that affect your clients

Tell people about itComment, Linkedin,

Twitter


Blogging action for next week

Create a plan to add one new blog post every two weeksBased on known customer

problems or the questions you get asked the most


6. Shoot a video


You have a smartphone, right?

You have a smartphone, right?

Video rocks because it

Is highly desirablebrings brands to lifePuts people front and

centreIs immediateCan be configured to helpHighly optimisable


Video action for tomorrow

Write a 25 second script that explains who you and what you do & record at your desk or

Shoot a video of your office or

Comp some photos together over music to create a video


Video action for next week

Upload presentation Tell people about itPromote it


7. Email


You have an email address, right?

You have an email address, right?

Email opt-in is still valuedBuyers get 60% towards

decision before making contact with companies

But better, more relevant and targeted content is needed to breakthrough

Personalised subject titles increase open rate by 22% (Responsys)


Email action for tomorrow

Use your data!Clean your databaseConsider sending an

‘opt-out’ email to help cleanse your data or

Pick a cluster and make them an offer


Email action for next week

Create a monthly digest of blog content as a newsletter

Consider one off – industry updates or promotional offers


Chris Brogan’s approach

Content priorities


Remember your reason for being

HelpfulInformativeEducationalRelevantUsefulEngagingTrusted


Blog: Build content around

the questions you get asked most

Email: Send an email offering

a brilliant free piece of

advice and ask how

you can help people who receive it

Twitter:

Identify influencers

and media, follow and

retweet

Linkedin: Two updates a day, one industry, one

yours

Video: Use your webcam or

phone to create a 25

second this is who I am and what I do

video


Comment:Three topicsThree places

Postive

Slideshare:

Identify influencers

Upload slides

What are you going to do next?

That’s me.Thanks.

Any questions?


And, seeing as you got this far Start receiving blog alerts at www.marketingassassin.co.uk


And I’ll send you a free copy of my Brilliant B2B Digital Marketing ebook (edited by Dave Chaffey)

240+ pages packed with advice on digital strategy, websites, SEO, inbound marketing, social media, CRM & analytics

http://www.marketingassassin.co.uk/

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7 ways to better content marketing for SMEs