This document provides an overview of content marketing for startups. It discusses that content marketing is a resurging marketing model that is important for startups due to factors like the digital age, consumers controlling media, and the value of engagement. It should not be viewed as just publishing content like infographics and videos, but rather require a strategy-first process where startups plan by listening, create an editorial strategy, and define operations before publishing and distributing content and optimizing over time based on what works best. The document recommends startups take an app-like approach, focusing on small-scale testing and learning initially to inform broader efforts.

1. Content
Marketing…
for Startups
07.22.14 | #Brandery2014

2. Content Marketing for Startups
! Who Am I?
! What is Content Marketing?
! Why/How Should You Do It?

3. In Summary

4. Who Am I?
! @prblog
! 44 18 years content marketing
experience
! Magnetic Content Studios

5. Who Am I?

6. What is it?
Why/How Should You Do It?

7. Resurging Marketing Model

8. WHY Market Content?
Image by: blog.eWaydirect.com
Ø Digital Age / Social Era
Ø Consumers Control Media
Ø Engagement - A Premium
Ø Data = Indispensable
Ø Distribution is Changing

9. It Can Convert Customers
Motivation
Consideration
Barriers
Commitment
Not Branded
Some Branding
Branded

10. Content Marketing is NOT
! Easy
! Solely an external process
! All about you, your brand
! All about form: infographics, videos, slides
shows, white papers and other tl;dr content

11. Content Marketing is NOT

13. Strategy First Process
• 90% of B2C say they are
using content marketing
• Less than 40% have a
documented content
strategy
Content Marketing Institute - B2C Content Marketing 2014: Benchmarks, Budgets, and Trends-North America

14. Content Marketing Process
! Plan: Listen, Mine Insight, Create
Editorial Strategy, Define Publishing
Operations
! Publish: Content Creation Process
! Distribute: Paid Headline Syndication
! Optimize: Iterate

15. How You Should Do It?
! Like an App
! Focus on listening,
testing and learning
at a smaller scale
! Initial work informs
broader effort

16. How You Should Do It?
! Plan: Listen via social and search, follow
competitors, ask customers
! Publish: Start creating content via Medium,
LinkedIn, Tumblr
! Distribute: Make sure content is sharable,
share as/when relevant
! Optimize: Rinse, lather, repeat

17. How You Should Do It?
! Like an Investor
! Like a Boss

18. In Summary

19. Questions?