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Developing an SMB Content Marketing Strategy
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Increasing SMB Acquisition, Engagement and Retention
Content Lead Gen Research
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Have documented strategy No documented strategy
A Strategy Increases the Odds of Success
• Transforms content into a marketing program
• Builds internal support
49% 15%
- Content Marketing Institute, 2014
Creating content is
not the same as content marketing
The most effective content marketers report having a content
strategy
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“Small Business” is not a target
Starting
Managing
Growing Hot Buttons
Vertical
Size
Strategy Element 1: Audience
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Strategy Element 2: ObjectivesWhat is the goal of your content?
Email newsletter
Product section of a
vendor’s website
Newspaper / magazine
(print or online)
Event or trade show
Peer / colleague
Awareness
Email newsletter
Product section of a
vendor’s website
Call from or meeting with
sales representative
Event or trade show
Peer / colleague
Research
Resource section of a
vendor’s website
Product section of a
vendor’s website
Event or trade show
Call from or meeting with
sales representative
Peer / colleague
Purchase
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Analyst / research report
Audio podcast
Blog
Case study
Email newsletter
Infographic
Resource center
Video on vendor website
Webinar/webcast
White paper
YouTube
Percent of SMBs “likely” to find
out about a new product by these
formats (Top two box)
Percent of marketers rating the
format “effective” for driving site
traffic / supporting search*
New Product Awareness: SMB vs. Marketer Perceptions
32.6%
27.5%
36.7%
33.5%
49.9%
26.3%
39.8%
34.7%
31.8%
33.4%
31.0%
65.4%
30.8%
61.6%
69.2%
53.9%
72.0%
61.6%
77.0%
64.0%
65.4%
50.0%
SMBs are relatively more influenced by resource centers and email newsletters than marketers report
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Strategy Element 3: USP
• Can SMBs find this content anywhere/everywhere else
• Does it demonstrate our expertise
• Is it aligned with our brand
Syndicated
content
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Strategy Element 4: Distribution
• On your site
• Pushed out
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Strategy Element 5: Content Management
URL CTA LinksDate
postedRepurpose Metrics Promo Expiration
Content
element 1
Content
element 2
Content
element 3
Use this page to track dozens to hundreds of content elements.
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Develop a content worksheet
Talk to the SMB content experts at Bredin
Map content to objectives
Join me for our next Fastcast on Supporting your Sales Team with Content at 1pmE on Thursday June 19
Five To-Do’s
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Stu Richards, [email protected]: @SBDF
Choose your audience