Tom Webster, Vice President of Strategy for Edison Research, discusses low-cost content marketing strategies for small businesses. He notes that while flashy infographics may grab attention, they often do not translate to real business results for small companies with limited budgets. Instead, small businesses should focus on regular, relevant content that provides value for customers. Webster also emphasizes the importance of looking outside one's own company for objective market research insights to confirm understanding of customers' needs and behaviors.

1. Show 64
9.21.13
TOM WEBSTER
LOW COST CONTENT FOR SMB
1

2. • We’ve got a great interview today with a thought leader in
Social Media & Research : Tom Webster of Edison
Research
• Author of BrandSavant : a repository of data being
generated by social, digital and traditional media – that
acutally offers insight into that data.
• Want to find out the data of WHO is actually using Social
Media, and why your brand to should be there? Find it
here……ON THE EDGE!
1-877-SEO-4-WEB
1-877-736-4932
2

3. EDGE OF THE WEB
• Good Afternoon / I’m Erin Sparks / Joining Me In Studio Is Matt
Roberts / Thomas Brodbeck from Site Strategics and Doug
Karr From Marketing Tech Blog
• Every Week We Bring You The Latest Internet & Mobile
Marketing Trends / And The Cutting Edge Internet Marketing
News To Use For A More Effective & Successful Online
Strategy / Why? So You Can Spend Less Administrative Time
In Your Business / Make More Money Without Wasting Your
Days Away
1-877-SEO-4-WEB
1-877-736-4932
3

4. EDGE OF THE WEB
• This Show Is Delivered By Site Strategics / We Are A Local
Indianapolis Web Design And Internet Marketing Company /
We Are Known Locally And Nationally For Search Engine
Optimization / Google Dominance That Will Actually Translate
To Sales – Not Just Good Rankings / For Your Free
Consultation Go To Site Strategics Dot Com / That’s S-i-t-eStrategics Dot Com Or Call Us At 317-882-85 Hundred / That’s
882-85 Hundred
1-877-SEO-4-WEB
1-877-736-4932
4

5. • HOW YOU GET A HOLD OF US:
• www.SiteStrategics.com
• www.EdgeoftheWebRadio.com
• Simply Google “Indiana SEO”
• Twitter: @erinsparks, @douglaskarr
• Youtube: youtube/sitestrategics
• NOW / LET’S FIND OUT WHAT’S HOT OF THE PRESS IN
TODAY’S WEB WORLD
INTERNET MARKETING NEWS INTRO
1-877-SEO-4-WEB
1-877-736-4932
5

6. Segment 1: News
• TECHCRUNCH : Apple’s iOS 7 Update Now Available, All
Eyes Turn To Adoption Rates / DARRELL ETHERINGTON
• MASHABLE : YouTube's Apps Will Soon Let You Watch
Videos Offline / Seth Fiegerman
• CNBC : Twitter IPO: Is it the next Google or Groupon? / Jeff
Cox
• TECHCRUNCH : Microsoft Launches Internet Explorer 11
Release Preview For Windows 7 / FREDERIC LARDINOIS
1-877-SEO-4-WEB
1-877-736-4932
6

7. WE’VE GOT AN APP!
•
•
•
•
•
•
Listen to our podcasts
All of our Videos
Twitter Feed
Facebook
Photos of the Show
Stats Bragging Page
And….
•
1-877-SEO-4-WEB
1-877-736-4932
7
Score My Site Tool!
Submit your site, and
we’ll review it for you –
give you some
knowledge about hor
the engines see you!

8. NEWSLETTER SIGNUP
•HEY, WE WANTED TO EXTEND OUT AN INVITE TO JOIN UP TO
OUR EDGE TALK NEWSLETTER!
•FREE NEWSLETTER – AND COVERS EVERYTHING WE’RE
ABOUT TO COVER ON THE SHOW AND MUCH MORE.
•GET A LITTLE INSIDER INFORMATION:
•WE ARE DROPPING A USEFUL PRO TIP INTO EACH
NEWSLETTER AS WELL. GREAT TECHNIQUES TO MAKE
YOUR SITE SING!
•SIMPLY SIGNUP FOR THE NEWSLETTER ON EDGE OF THE
WEB DOT COM OR SITE STRATEGICS DOT COM!
1-877-SEO-4-WEB
1-877-736-4932
8

9. Coming Up
We’re speaking to Tom Webster today!
Tom is Vice President of Strategy for Edison Research, a custom market
research company best known as the sole providers of exit polling data
during US elections for all the major news networks.
We’re going to be speaking to Tom about Social Media changes, reflect
on one or two of the studies he’s been a part of and some predictions of
changes in the social landscape – all tying into why your brand needs to
be part of this consumer pool.
Stay tuned to the Edge, right after this
1-877-SEO-4-WEB
1-877-736-4932
9

10. Segment 2 :
TOM WEBSTER
1-877-SEO-4-WEB
1-877-736-4932
10

11. INTRO
• Stay with us this segment…
• We’re talking to Tom Webster of Edison Research and the blog
BrandSavant – lending us keen insights into the true research
into social media and how it affect news, elections and buying
habits
1-877-SEO-4-WEB
1-877-736-4932
11

12. EDGE OF THE WEB
• Thanks For Listening / I’m Erin Sparks / Joined By My
Colleague Tom Brodbeck with Site Strategics / Check Us Out
At Site Strategics Dot Com / We Are Your Local Internet
Marketing Management Company / We Do Cost Effective
Web Design / With Google – Yahoo – Bing Search Engine
Marketing Management That Not Only Provides You Great
Rankings On Searches But Also Translates Into Actual Sales
• Come In, Have A Cup Of Coffee And Let’s Talk About Your
Online Success
1-877-SEO-4-WEB
1-877-736-4932
12

13. AND – NEW SERVICE FROM SITE STRATEGICS
We are the fast & easy way for small businesses to
make Mobile Apps
We talked about how many apps are being launched daily, more apps are launched than
babies being born daily! The reality is that with the adoption of the mobile devices and
the “second screen” marketing, the ability to connect with consumer loyalty is stronger
than ever. Building an app can connect you to your customer
It’s easy and fast
We have templates for:
•
Restaurants
•
Realtors
•
Lawyers
•
Bands
•
Sports
•
Churches
•
Professional Services
1-877-SEO-4-WEB
1-877-736-4932
13

14. #EDGETALK : Tom Webster
• I’d like to introduce Tom Webster to listeners of
Edge of the Web Radio
• Tom Webster is Vice President of Strategy for Edison
Research, a custom market research company best
known as the sole providers of exit polling data during
US elections for all the major news networks.
• He has nearly 20 years of experience researching
consumer usage of technology, new media and social
networking, and is the principal author of a number of
widely-cited studies, including The Social Habit, Twitter
Users in America, and the co-author of The Infinite Dial,
America's longest running research series on digital
media consumption.
1-877-SEO-4-WEB
1-877-736-4932
14

15. #EDGETALK : Tom Webster
• Tom also has a deep background in research in both media
and entertainment research, and has conducted the largestever segmentation study of music and lifestyle preference in
UK history.
1-877-SEO-4-WEB
1-877-736-4932
15

16. #EDGETALK : Tom Webster
• Thanks for Coming on the Edge today, Tom!
• Tom also has a deep background in research in both media
and entertainment research, and has conducted the largestever segmentation study of music and lifestyle preference in
UK history.
1-877-SEO-4-WEB
1-877-736-4932
16

17. #EDGETALK : Tom Webster
• Edison Research, if listeners don’t know, is a premier
research and analysis organization that provides studies
inside the music , radio and talent industry, with structured
and intuitive testing.,
• Edison Research conducts research across the media
spectrum, working with radio stations, cable networks,
print publications, Internet ventures, record labels, TV
stations and sports franchises.
• Every year they conduct audience research for over 100
media properties worldwide.
1-877-SEO-4-WEB
1-877-736-4932
17

18. #EDGETALK : Tom Webster
• Edison Research also does election polling, consumer
surveys and provides numerous published studies that
help marketers and businesses alike.
1-877-SEO-4-WEB
1-877-736-4932
18

19. #EDGETALK : Tom Webster
• First and foremost, Tom….what is your impression of
research and data analysis inside of social media – has
the industry matured to a degree of reliable insight?
1-877-SEO-4-WEB
1-877-736-4932
19

20. #EDGETALK : Tom Webster
• Tom, there’s so many points I’d like to cover with you, I’d like
to start with a deceptively simple question.
• Give us some perspective in the perceived role that social
networkers – people with social media account – have
towards online brands
1-877-SEO-4-WEB
1-877-736-4932
20

21. IF YOU’RE TUNING IN!
If you just tuned in:
You’re Listing to
Edge of the Web Radio
We’re talking to Tom Webster of
Edison Research
1-877-SEO-4-WEB
1-877-736-4932
21

22. #EDGETALK : Tom Webster
• Can you speak to Content marketing, and why "more" isn't the
best approach to sustainable customer acquisition or
retention.
1-877-SEO-4-WEB
1-877-736-4932
22

23. #EDGETALK : Tom Webster
• Can you tell us about the report that you created call the The
Social Habit, Twitter Users in America?
1-877-SEO-4-WEB
1-877-736-4932
23

24. #EDGETALK : Tom Webster
• Can you speak to the concept of Big data, how organizations
are approaching it, using it correctly, and incorrectly?
1-877-SEO-4-WEB
1-877-736-4932
24

25. What’s Coming Up
• COMING UP /
• We’re continuing our conversation with Tom Webster of Edison
Research, and talking a bit more about social media and
consumerism
• COMING UP ON THE EDGE!
1-877-SEO-4-WEB
1-877-736-4932
25

26. Segment 3 :
Marketing TechBlog
1-877-SEO-4-WEB
1-877-736-4932
26

27. #EDGETALK#
•
YOU’RE LISTENING TO EDGE OF THE WEB RADIO
•
WE’RE TALKING ABOUT INTERNET MARKETING AND INTERNET
CONTENT TRENDS OF 2013 YOU WILL HEAR NO WHERE ELSE
•
WE’RE PRESENTED BY SITE STRATEGICS
•
YOUR LOCAL FACE TO FACE WEB DESIGN AND INTERNET MARKETING
COMPANY – CALL US AT 1-877-SEO-4-WEB
•
WE’RE ONLINE AT S-I-T-E STRATEGICS DOT COM. You can catch all the
information from the Show at EDGE OF THE RADIO DOT COM. We’ve got
videos and audio of everything we do on the show and more.
1-877-SEO-4-WEB
1-877-736-4932
27

28. #EDGETALK : Tom Webster
• We’re continuing a conversation with Tom Webster, Vice
President of Strategy for Edison Research, a custom market
research company best known as the sole providers of exit
polling data during US elections for all the major news
networks.
1-877-SEO-4-WEB
1-877-736-4932
28

29. #EDGETALK : Tom Webster
• Tom to continue:
• What would you see as the biggest fallacy when companies
perform their own research into social media, and
subsequently their content creation and messaging?
1-877-SEO-4-WEB
1-877-736-4932
29

30. #EDGETALK : Tom Webster
• Okay – I’m going to throw up a softball – and trust me, you’re
among friends here.
• Talk a minute about lazy marketing and marketers
1-877-SEO-4-WEB
1-877-736-4932
30

31. IF YOU’RE TUNING IN!
If you just tuned in:
You’re Listing to
Edge of the Web Radio
We’re talking to Tom Webster of
Edison Research
1-877-SEO-4-WEB
1-877-736-4932
31

32. #EDGETALK : Tom Webster
• What are your thought about Infographics for use in Social
Sharing and Inbound Marketing
1-877-SEO-4-WEB
1-877-736-4932
32

33. #EDGETALK : Tom Webster
• What would be your digital media market research insights for
businesses (small, medium or large)
• Why should they look outside for confirmation of their
perspectives of their consumers?
1-877-SEO-4-WEB
1-877-736-4932
33

34. #EDGETALK : Tom Webster
• Thank you so much for your time today, truly appreciate the
perspective of research inside of Social Media marketing
• How do we find out more about what you doing?
• Blog – Twitter
• Where are you speaking next?
1-877-SEO-4-WEB
1-877-736-4932
34

35. Break
Back: Segment
4
COMING UP / ALRIGHT –
Time and again we hear the same old argument that we shouldn't
be building links, but that we should be focusing on developing
exciting and unique content that encourages organic linking all by
itself. I completely agree with this statement, but I see businesses
misinterpret this far too often.
If you run a local business and have a relatively small budget for
your online marketing, is spending that money on a flashy
infographic going to be the best use of your resources? More often
than not, it isn't. We’ll talk about how you can perform Content
Maketing on a small budget – coming up after the break!
1-877-SEO-4-WEB
1-877-736-4932
37

36. Segment 4 :
LOW COST CONTENT for SB
1-877-SEO-4-WEB
1-877-736-4932
38

37. INTRO
• Small businesses face a big challenge: they must balance the
need to market themselves with small marketing budgets.
• It's crucial that they get the word out about their products and
services, but they often have limited resources. Therefore,
small businesses need ways to market themselves in ways that
don't break the bank.
• We’re going to talk about Content Marketing on a small budget
– so stay tuned.
1-877-SEO-4-WEB
1-877-736-4932
39

38. REJOIN
THANKS FOR LISTENING / I’M ERIN SPARKS / JOINED BY THOMAS
BRODBECK / THIS SHOW IS PRESENTED BY SITE STRATEGICS /
CHECK US OUT AT SITE STRATEGICS DOT COM / WE ARE YOUR
LOCAL INTERNET MARKETING MANAGEMENT COMPANY / WE DO
COST EFFECTIVE WEB DESIGN / WITH GOOGLE – YAHOO – BING /
SEARCH ENGINE MARKETING MANAGEMENT THAT NOT ONLY
PROVIDES YOU GREAT RANKINGS ON SEARCHES BUT ALSO
TRANSLATES INTO SALES
1-877-SEO-4-WEB
1-877-736-4932
40

39. NEWSLETTER SIGNUP
•Hey, we wanted to extend out an invite to join up to our Edge Talk
Newsletter!
•Free newsletter – and covers everything we’re ABOUT to cover
on the show and much more.
•Get a little insider information:
•We are dropping a useful PRO TIP into each Newsletter as
well. Great techniques to make your site sing!
•Simply signup for the Newsletter on Edge of the Web dot
Com or Site Strategics dot com!
1-877-SEO-4-WEB
1-877-736-4932
4

40. WE’VE GOT AN APP!
•
•
•
•
•
•
Listen to our podcasts
All of our Videos
Twitter Feed
Facebook
Photos of the Show
Stats Bragging Page
And….
•
1-877-SEO-4-WEB
1-877-736-4932
42
Score My Site Tool!
Submit your site, and
we’ll review it for you –
give you some
knowledge about hor
the engines see you!

41. AND – NEW SERVICE FROM SITE STRATEGICS
We are the fast & easy way for small businesses to
make Mobile Apps
We talked about how many apps are being launched daily, more apps are launched than
babies being born daily! The reality is that with the adoption of the mobile devices and
the “second screen” marketing, the ability to connect with consumer loyalty is stronger
than ever. Building an app can connect you to your customer
It’s easy and fast
We have templates for:
•
Restaurants
•
Realtors
•
Lawyers
•
Bands
•
Sports
•
Churches
•
Professional Services
1-877-SEO-4-WEB
1-877-736-4932
43

42. Low Budget Content Marketing
ARTICLE: SEW / Phillip Thune
• Small businesses face a big challenge: they must balance the
need to market themselves with small marketing budgets. It's
crucial that they get the word out about their products and
services, but they often have limited resources. Therefore,
small businesses need ways to market themselves in ways
that don't break the bank.
• One way small businesses can grow their brand is through
content marketing through social media. They can create
valuable content about their industry, services, and benefits
and distribute it through blogs, Facebook, Twitter and the like
1-877-SEO-4-WEB
1-877-736-4932
45

43. Low Budget Content Marketing
When small businesses share great content in social media, they
become a trusted resource and build brand recognition without
having to spend too much money.
So what kind of content should small businesses create?
1-877-SEO-4-WEB
1-877-736-4932
46

44. Low Budget Content Marketing
• Blogs
• Every small business should have a blog. A blog is a place
where small businesses can write about their industry, new
products and services, and interesting facts about their
business.
• Blogs give companies a voice and facilitate conversations with
potential clients. They allow companies to publish information
that gets noticed and establishes them as thought leaders in
their industry.
1-877-SEO-4-WEB
1-877-736-4932
47

45. Low Budget Content Marketing
• Blog posts also boost SEO (search engine optimization). That
means that when people search the web for information, they
can find it on the company blog.
• Blog content drives people to websites, which ultimately drives
sales.
• Blog posts are also great fodder for social media channels.
Links to the latest company blog post should be shared
through Facebook, Google+, Twitter, LinkedIn and any other
social media channels.
1-877-SEO-4-WEB
1-877-736-4932
48

46. Low Budget Content Marketing
• Ebooks
• Ebooks are digital publications that people can read through
the Internet. They establish credibility because they provide
valuable knowledge and expertise to clients and sales
prospects.
• Additionally, ebooks generate leads. Every person that
downloads an ebook is a new lead. Businesses exchange the
valuable information in their eBook for an email address so
they can follow up about their company's products and
services. Like blog posts,
• Ebooks should be shared via social media channels so people
download it and it gets noticed.
1-877-SEO-4-WEB
1-877-736-4932
49

47. IF YOU’RE TUNING IN!
If you just tuned in:
You’re Listing to
Edge of the Web Radio
We’re talking about low budget
content marketing for your web
site
1-877-SEO-4-WEB
1-877-736-4932
50

48. Low Budget Content Marketing
• Slide Presentations
• Slide presentations are easy-to-read content that is presented
in the form of a slide show. Many businesses often have sales
presentations, conference presentations, and educational
content that can be published on their website and distributed
on social media.
• You can share slides on SlideShare, YouTube, Vimeo and
other channels. Doing so will help companies promote
themselves as industry experts.
1-877-SEO-4-WEB
1-877-736-4932
51

49. Low Budget Content Marketing
• Slide Presentations
• Slide presentations are easy-to-read content that is presented
in the form of a slide show. Many businesses often have sales
presentations, conference presentations, and educational
content that can be published on their website and distributed
on social media.
• You can share slides on SlideShare, YouTube, Vimeo and
other channels. Doing so will help companies promote
themselves as industry experts.
1-877-SEO-4-WEB
1-877-736-4932
52

50. Low Budget Content Marketing
• Press Releases
• Press releases are excellent ways to spread information,
boost SEO, and establish credibility in the market. They
contain information about new products and services,
company growth, major customer announcements and more.
• When companies write press releases and put them on
newswires, they invite journalists, bloggers, and major
publications to share their story. News releases are an integral
part of any marketing strategy. They detail milestones of the
company to the public and keep the business top of mind for
journalists covering the industry.
1-877-SEO-4-WEB
1-877-736-4932
53

51. #EXIT#
OUTRO MUSIC BED CLOSE TEXT
THANKS FOR LISTENING TO EDGE OF THE WEB
RADIO / A SPECIAL THANK YOU TO MY COLLEAGUE AT
SITE STRATEGICS – THOMAS BRODBECK / AND DOUG
KARR/MARTY THOMPSON FROM MARKETING TECH
BLOG / WE WISH YOU A GREAT WEEKEND AND MAKE
SURE TO CHECK OUT OUR MUST SEE VIDEOS AND
MUCH MORE INSIDER INFO AT EDGE OF THE WEB
RADIO DOT COM / THAT’S EDGE OF THE WEB RADIO
DOT COM / WE WILL TALK TO YOU NEXT WEEK
1-877-SEO-4-WEB
1-877-736-4932
54