The document discusses content marketing strategies for small businesses. It recommends defining objectives, developing a content strategy by analyzing competitors and your own presence, and building a content delivery team. An example of BuildFire, a startup, is provided that increased traffic from under 1,000 to over 25,000 monthly visits within 3 months by following this process. Success is measured through metrics like traffic, social shares, brand mentions, and conversions.
2. The process.
Define your content marketing campaign objectives
Develop your content marketing strategy
Build your content delivery team
Measure the success of the campaign
@MatthewBarby // #LearnInbound
4. What do you want to achieve?
Brand awareness
Social engagement
Lead generation
Search engine visibility
Brand identity (e.g. thought leadership)
Data collection
Web traffic generation
@MatthewBarby // #LearnInbound
7. Content strategy development.
Conduct a full audit of your competitors
Run an audit of your own presence and
benchmark against competitors
Analyse the top performing content within your industry
Develop specific content ideas and themes that
form the basis of your content strategy
@MatthewBarby // #LearnInbound
8. Competitor analysis.
Web traffic/search traffic (SimilarWeb/SEMrush/Quantcast)
Backlinks/mentions (Majestic/Ahrefs/Moz)
Social media following (Twitter/Facebook/YouTube/etc.)
Content volume/frequency (look at their website)
Top performing content (BuzzSumo)
Top online mentions (Moz/Mention.com)
@MatthewBarby // #LearnInbound
16. Why build a content team?
Tap into a diverse set of skills and knowledge
Access to the social channels and audience of the team
Accelerate credibility through the team’s authority
Leverage editor/blogger connections of the team
You’re building a delivery team as
well as a creation team
@MatthewBarby // #LearnInbound
18. Quick overview.
BuildFire are a new tech startup from California
The company had no existing content or presence online
Needed to dramatically raise brand awareness for their product
Looking to rank for some extremely competitive
keywords (e.g. build an app)
Most of their competitors have established themselves within the
marketplace already
@MatthewBarby // #LearnInbound
19. Blog Title Author Social Shares
11 Creative Ways to Promote Your App for Free Umar Khan 196
7 Ways to Generate Awesome New App Ideas Christopher Meier 28
7 Ways That Your Small Business Can Win on Pinterest David Lewis 74
How to Get Your App Submitted to the App Store Shaun Quarton 45
An App Promotion Checklist for Small Businesses Umar Khan 210
@MatthewBarby // #LearnInbound
21. Results.
Increase in traffic from <1,000 monthly visits to >25,000
visits within 3 months
Features within Forbes, Entrepreneur.com, Huffington Post,
TechRadar, CNN, Moz, Tech.co, Business News Daily and more
Conversion rate of just under 15% from traffic generated via our campaign
Increased engagement across Twitter and Facebook
Widened visibility within the search engines for relevant search terms
Relationships built with key industry influencers
@MatthewBarby // #LearnInbound
23. Measuring success.
Understanding the true value of a website visitor
Monitoring social shares on content and online reach
Brand awareness monitoring through branded searches
New brand mentions and link acquisition
Web traffic and content engagement
Online/offline conversions
@MatthewBarby // #LearnInbound
26. The process.
Define your content marketing campaign objectives
Develop your content marketing strategy
Build your content delivery team
Measure the success of the campaign
@MatthewBarby // #LearnInbound
29. We are vision makers. Content creators. Brand builders
and strategic storytellers. Drawing on an integrated,
intelligent offering, we devise and deliver deep,
meaningful and original thinking to help transform
businesses through brand-led, content-driven programmes.
We do this on every level, inside and out – from employees
and internal stakeholders company wide, to influential
business audiences and customers worldwide – online
and offline, nationally and internationally. And we’ve been
doing it since 1964, making us a true original and proven
expert in game-changing communications.
We are Wyatt International.
@MatthewBarby // #LearnInbound
www.wyattinternational.com
hello@wyattinternational.com
@WyattIntl