These are the slides for Martin Waxman's talk on how startups and entrepreneurs can kickstart their content marketing and PR. Start on the inside with a publishing strategy – an approach to content that’s based on what you do better than anyone else. Then find, engage and listen to customers and build a community based on helping and trust. Once that’s in place, think about the kind amplification you get from publicity - as in making your story public - and how to get your community involved. For more information, check out my blog post: http://martinwaxman.com/2013/10/21/supercharged-storytelling-for-startups.

1. Supercharged Storytelling
for Startups
Martin Waxman
September 13, 2013
© 2013 Martin Waxman. All Rights Reserved.

2. Good to meet you IRL

3. Do you have
an elevator pitch?

4. What is publishing and new PR?

5. It’s not just this…

6. Or this…

7. Community management is the new PR

8. And there’s another important
‘C’ word

9. Content

10. What is Content?
Your entire web
presence and all
your offline assets

11. Start by listening
Listen
Engage
Connect

12. Think like a publisher and a publicist
• 3Es of content
▫ Educate
▫ Entertain
▫ Engage

13. Develop an editorial calendar
• Series not one-off
• Reuse in the
extreme

14. Create remarkable stories…but don’t pollute
We’re all in showbiz

15. Help, don’t sell
Own the long tail of search

16. Hub and spoke model
Traditional
marketing & PR

17. Co-create and cross-promote

18. Tie it into measurable goals

19. Start on the inside with a publishing
strategy – an approach to content
that’s based on what you do better
than anyone else.
Then find, engage and listen to
customers and build a community
based on helping and trust.
Once that’s in place, think about the
kind amplification you get from
publicity - as in making your story
public - and how to get your
community involved.

20. Four words

21. Two words
Thank you!

23. Contact
Martin Waxman
martinwaxman@gmail.com
Blog: myPALETTE
Twitter: @martinwaxman
Inside PR