How to use content to set your small business apart

www.valuablecontent.co.uk
HOW TO USE CONTENT
TO SET YOUR BUSINESS APART
(AND MAKE YOU FEEL GOOD)
A MARKETING MASTERCLASS FOR RICHMOND EXPO
6 JUNE 2014 • SONJA JEFFERSON

1. Why your content matters
2. 3 simple ingredients for content marketing success
3. Where to start when creating irresistible content
4. Your questions and a short exercise to take home
WHAT WE’LL COVER TODAY

MY SMALL BUSINESS
@valuablecontent

THE NEW BUYER MENTALITY

IS YOUR WEBSITE SAYING
THE RIGHT THINGS?

CREATE CONTENT THAT HELPS
“Nobody cares about you and your
products and services.
They only care about themselves, their
hopes and their challenges.”
David Meerman Scott
‘The New Rules of Marketing and PR’

BE VALUABLE, LIKE HIUT DENIM
http://hiutdenim.co.uk/

HIUT’S CONTENT BUILDS A FAN BASE
http://historytag.com/

BE VALUABLE, LIKE DESYNIT…
www.desynit.com

www.desynit.com
NOT SO VALUABLE IN THE PAST

SERIOUSLY USEFUL NOW
www.desynit.com

SERIOUSLY USEFUL NOW
www.desynit.com
Advice for you from Amy
@Desynit:
“Our top tip is work out 'why' you
do it, tell that in a great story....
and the rest will follow. Go get
'um @richmondexpo!”

WHAT IS CONTENT MARKETING
(& WHY DOES IT MATTER?)

THE OFFICIAL DEFINITION
“Content marketing is a marketing technique of
creating and distributing valuable, relevant and and
consistent content to attract and acquire a clearly
defined audience – with the objective of driving
profitable customer action.”
The Content Marketing Institute

THE (LESS) OFFICIAL DEFINITION
“Content marketing is marketing that customers
actually value.
It doesn’t even feel like marketing – it just feels like
answers to your questions.”
Sonja and Sharon

CONTENT IS MARKETING FUEL
Diagram by Velocity Partners
www.velocitypartners.co.uk

THE CONTENT MARKETING RECIPE
3 essential ingredients:
1 Be VALUABLE – right story, right attitude
2 Add CONTENT – right content, for your customers
3 Don’t forget the MARKETING – right platform,
SHARE widely

1 GET YOUR STORY STRAIGHT

THE VALUABLE MARKETING MANTRA

2 NOW ADD CONTENT

LOTS OF CONTENT, LIKE MARK
www.createfit.co.uk

LOTS OF CONTENT, LIKE MARK
www.createfit.co.uk
Advice from @MarkDurnford
for @RichmondExpo
“Keep clips short, well-edited,
group into a relevant playlist.
Avoid subjects you’re not
passionate about.”

… OR LIKE CANOPY & STARS
#valuablecontent

THE TROUBLE WITH CONTENT:

VALUABLE CONTENT IS…
Don’t be content with
just content. It has to
be “inherently
valuable, surprisingly
human or
unexpectedly useful.”

CONTENT FOR EVERY STEP OF THE SALE:
Step Content
Awareness Snappy one liners that grab attention
Interest Helpful stuff over a cup of tea
Evaluation Evidence and endorsements – prove it!
Trial Make it easy to get a sense of being your customer
Adoption Friendly – the emotional connection
Loyalty Keep the conversation going
Steps from Watertight Marketing by Bryony
Thomas www.watertightmarketing.co.uk

GET YOUR MARKETING PLATFORM RIGHT
• Updateable website, with blog at its heart
• Social channels – the ones your customers use,
the ones you enjoy
• Email marketing tool (e.g. Mailchimp, Aweber)
• CRM – a growing database of contacts
• A firm handshake and a big smile

3 THEN GET MARKETING

SHARE THE VALUABLE STUFF

GET YOUR WEB CONTENT RIGHT
– from this…

…to this

A CONSISTENT COMMITMENT

START BY GETTING TO KNOW YOUR
CUSTOMERS BETTER
“ The better we know our audience, the better we’ll be at
writing content they’re likely to read and respond to.
CHRIS BUTLER, NEWFANGLED

YOUR CUSTOMERS’ QUESTIONS =
YOUR CONTENT
YOUR IDEAL CUSTOMER WHAT QUESTIONS ARE
THEY ASKSING?
WHAT ANSWERS CAN
YOUR COMPANY PROVIDE
Describe your ideal
customer, and their desires
and challenges.

WHAT CONTENT WILL YOUR
CUSTOMERS VALUE?

BONUS TIPS FOR RICHMOND EXPO

• Email me for the full ‘GET TO KNOW YOUR CUSTOMERS’ exercise
sonja@valuablecontent.co.uk
• Steal ideas from Valuable Content Award winners on our website
http://www.valuablecontent.co.uk/valuable-content-award/
• Lots of resources to help you in the
Valuable Content Marketing book
http://www.valuablecontent.co.uk/the-valuable-content-marketing-book/
BE GENEROUS, GET CREATIVE!
the very best of luck with your content
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How to use content to set your small business apart

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How to use content to set your small business apart