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Small Businesses - Do It Just Like the Big Boys Can With Content Marketing

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Small Businesses - Do It Just Like the Big Boys Can With Content Marketing

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I get tired of small business owners thinking they can't compete with the big boys because they can! Content Marketing gives them a huge opportunity to do it bigger and better than enterprise companies; truly leveling the playing field.

This presentation outlines strategies small to mid-size companies can utilize to get their message out and use their content in many different ways, not just online for virality only.

I get tired of small business owners thinking they can't compete with the big boys because they can! Content Marketing gives them a huge opportunity to do it bigger and better than enterprise companies; truly leveling the playing field.

This presentation outlines strategies small to mid-size companies can utilize to get their message out and use their content in many different ways, not just online for virality only.

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Small Businesses - Do It Just Like the Big Boys Can With Content Marketing

  1. 1. Strategic Content Marketing For The Small…er Business @atraine
  2. 2. About Avalaunch Media  Content Marketing  Search Marketing  Paid Media  Web Design Avalaunch Media is a full service digital marketing agency with locations in Utah and Arizona specializing in the following: @atraine
  3. 3. Fat Baby Friday @atraine
  4. 4. Don’t Fall Into the “Viral Trap” Do much more with your content than just thinking of virality @atraine
  5. 5. Campaign Remorse Monday
  6. 6. Start Thinking Strategically • Lead with content that is centered around your message and articulated advantage • Then follow with tactical “viral” content @atraine
  7. 7. Case Study Ski Utah • Non-profit trade organization founded in 1975 • Marketing arm aimed at promoting Utah’s ski and snowboard industry • Represent resorts, lodging, transportation, restaurants, and other ski or snowboard related services in Utah
  8. 8. Visualize your articulated advantage Strategraphic
  9. 9. Follow with viral content that is supportive
  10. 10. Case Study Payment Depot • Start up based in Phoenix Arizona • Their goal is that a business never overpays for credit card processing again • No markup surcharge on credit card processing fees
  11. 11. Leveling the playing field Strategraphic
  12. 12. Method to the Madness @atraine
  13. 13. Win/Loss Analysis @atraine
  14. 14. Internal Communication • Focus groups • Surveys • Offsites @atraine
  15. 15. Identify Your Best Content Dig into Google Analytics and find your site’s best performing content of all time. • What is hitting? Top page views • Why is hitting? Does it rank well, is it being referred, are people sharing it? • When is hitting? Seasonal stuff
  16. 16. Two Words: News Jack @atraine
  17. 17. Monitor Social Media Now and Historically
  18. 18. Competitive Intel
  19. 19. Content Repurposing The survivors of the great depression have a powerful lesson to teach the marketers of today. A prominent battle cry that came out of this era was “Use it up, wear it out, make it due, or do without”. And never has the saying, “You have to milk a dollar out of a dime” been more true than for those in marketing. Content repurposing is the way to do this! @atraine
  20. 20. How Can You Repurpose it • Blog posts • New Releases • Linkbait articles • Infographics • Video • Podcasts • Images/Memes • White Papers • Power Points Transform content you already have into: @atraine
  21. 21. Why Repurpose It? Audience Expansion
  22. 22. AtTask Slay The Dragon It all started with an ebook written in Q2 of 2013 designed to support their new Enterprise Work Management messaging and start to define the market and the Lifecycle of Work therein. The ebook was then repurposed into an infographic, using the same imagery and topics. Since this time, they have done a slideshare, written blog articles, and bylined articles as well using the content. They are also in the middle of repurposing it into a motion graphic. @atraine
  23. 23. The dragon ebook has a fantastic conversion rate - more than 50% of people who go to the landing page end up completing the form to download the asset. Case Study AtTask
  24. 24. Case Study ADP
  25. 25. Case Study Social MEowDIA
  26. 26. Case Study Social MEowDIA “Avalaunch Media dropped this SWEET infographic” “I think this infographic is genius” “PURE GENIUS” “Best, cutest, funniest infographic ever” “This infographic is AWESOME” “LOL!” “Social Meowdia is beyond absurd. So absurd, that I LOVE IT” “All other infographics can now go home!” … the list goes on and on • 100,000+ social shares • Thousands of Links Build • Thousands of $$ generated
  27. 27. Case Study Social MEowDIA
  28. 28. Case Study Paws vs. Claws 200,000+ Twitter Followers 1.8 Million Facebook Likes 200,000+ Subscribers to Weekly Newsletter Avalaunch Media joined with The Humane Society of the United States and NEADS (Dogs for Deaf and Disabled Americans). Social MEowDIA Created Paws Vs Claws
  29. 29. Case Study Social MEDogIA
  30. 30. Repurpose Successful Content Following the success of the Social MEowDIA infographic, Avalaunch Media created these eBooks.
  31. 31. Repurpose Successful Content Repurpose into memes and each one could be used for a blog post or shared on SM sites. @atraine
  32. 32. Thank You andrew@avalaunchmedia.com @atraine

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