Artem is an entrepreneur in heart and mind. He talks about online marketing based on his own experiences. He started his business with no marketing budget. He gives an overview of the different opportunities that exist for passionate entrepreneurs willing to focus on creating content. See video of the talk on YouTube: https://www.youtube.com/watch?v=0xrOLOylG7I Learn more about Artem's company at www.lumolink.com. This talk was given in Helsinki at Aalto University on 10 October 2014.

1. Content marketing
for entrepreneurs
with no budget
Artem Daniliants / LumoLink

2. Please please please
interrupt me with
questions or smart
comebacks :)

3. About me
Briefly :)

4. Lifestyle
entrepreneur

5. I ❤ technology
Web in particular

6. I ❤ online marketing
Specially things you can do for free

7. I ❤ startups
I can't stop creating new ones

8. I ❤ cats
I own two Main Coons

9. I founded LumoLink in 2010
I wanted to merge technology with marketing

10. So you wanted to
start a company?
Soon you will find out that...

11. People don't care
about your company
This is why you need...

12. Marketing

13. But there are challenges
• No money
• Very little time
• No resources (people)
• Possibly no previous experience
• You have no brand (yet)

14. Not all is lost thou...
• You are passionate
• You are flexible
• You dare to do take risks
• You can leverage modern tools/channels

15. This is where content
marketing comes in

16. Creating online content as a
means to attract more leads
offline or/and online

17. What is "content"?
Visual, textual, audio or interactive

18. Why is content
marketing gaining
popularity?

19. It's free
In the beginning

20. Some of it takes very
little time
Most of it though requires a lot of time

21. You can do it alone
Doing it on scale requires people

22. Content filters out
trash
If you have 500 articles on building saunas over 10
years and 10000 subscribers maybe you know your
stuff :)

23. You don't need
previous experience
to start
Only way to get really good is to keep doing it

24. Content = Internet
currency

25. Search engines love it
Content is huge part of search engine optimization

26. What is good
content?

27. People should want to tell about
it to others
(but anything is better then nothing)

28. How to get started?

29. What content should I
create?

30. A mission bigger then you
Let your mission guide your content creation

31. Examples of good company
missions
• We want to help IT companies be more productive
• Our aim is to create truly environmentally sustainable
fashion
• We want to provide everyone on earth with clean water
• We want to help Finnish companies succeed in Russia

32. What exactly to write
about?

33. Ask Google!
Use AdWords Keyword Planner to find out relevant
keywords for your industry

34. Be trendy
Using Google Trends to find out how to remain
relevant

35. Reveal something
few know about your
industry
Example: Truth about car salesmen - things you need to
know to get the best deal

36. Do something
others wouldn't
dare to do
YouTube video link

37. Be a content curator
Filter out best content for your followers

38. Optimize, optimize,
optimize...

39. Optimize content
itself
Use analytics to find out which content works best

40. Tips on optimizing website content
1. Create title that grabs attention
• Tips on writing good titles
2. Create social media thumbnail that does the same
• Wordpress allows you to do this easily
3. Use images in articles
• Free image archives
4. Use keywords found in Keyword Planner

41. Where to put all these
content?
On your site of cause

42. How to get exposure?

43. Use influencers
Klout.com is a good place to start

44. Use social media
Grow your following but leverage it sparingly

45. Package content into
a podcast
Get on iTunes

46. See where others are getting
links from
Open Site explorer let's you see where any site is
getting links from

47. This is how I do
content marketing in
my company
I try to share as much knowledge as I have for free

48. How I grow my
LinkedIn
network
I scan business
cards I get using
Evernote Hello

49. I use our company
blog as a content
hub

50. I use BufferApp to
spread content in
social networks

51. I try to turn offline
opportunities into
online assets
• I record my talks
• Share slides on SlideShare
• I upload PDF version of the slides to
our site

52. I try to do
things
differently
During spring 2014 I
created a charity project

53. So far content
marketing worked
pretty well for me :)

54. To succeed create content that...
1. Makes people want to talk about you
2. Highlights your expertise/advantage indirectly
3. Dare to be different (don't overdo it though)
4. Find ways to create passively create online content
5. Optimize content to drive traffic to your sales funnel
6. Measure everything

55. Be A Creator, Not a Consumer

56. Thank you!
Get in touch
/@artemd
/artem.daniliants
/in/artemdaniliants

57. Photo credits
https://www.flickr.com/photos/doremigirl/
https://www.flickr.com/photos/uk_parliament/
https://www.flickr.com/photos/blueskyzmedia/
https://www.flickr.com/photos/epsos/
https://www.flickr.com/photos/rebelremedy/
https://www.flickr.com/photos/68751915@N05/
https://www.flickr.com/photos/turneround/
https://www.flickr.com/photos/khoise7en/
https://www.flickr.com/photos/miuenski/
https://www.flickr.com/photos/heisenbergmedia/
http://www.flickr.com/photos/hadock/
http://www.flickr.com/photos/efrencd/
http://www.flickr.com/photos/babagozum/
http://www.flickr.com/photos/vixon/
http://www.flickr.com/photos/ores2k/
http://www.flickr.com/photos/kalexanderson/
http://www.flickr.com/photos/katerha/
http://www.flickr.com/photos/bluefountainmedia/
http://www.flickr.com/photos/chadcooperphotos/
http://www.flickr.com/photos/smemon/
https://www.flickr.com/photos/carlos_maya/
http://www.flickr.com/photos/bre/
http://www.flickr.com/photos/scobleizer/