content marketing: how to engage customers and build your small business (manta.com)

Crowds with CashAlternative Financing is a Mixed Moneybag

of Opportunity for Small Business

Hello!

Welcome to Manta’s Small Business Expert

Series

Thanks for joining us today.

We’ll get started right at 2 p.m. EDT

#mantaexperts

Content Marketing:

How to Engage Customers

and Build Your Small Business

#mantaexperts

CEOWelcome

John Swanciger

@carie_fergHelp Q&A

Resource list

How It

Works

@Manta

Meet Joe Pulizzi

@JoePulizzi

Let’s Talk About

•The Sweet Spot

•Content Tilt

•Building the Base

•Harvesting Audience

•Diversification

•Monetization

The Story

The Story

30%CAMPAIGNS BRAND TALK

NO CLEAR GOALS NO STRATEGY

TREATING CONTENT LIKE ADVERTISING

The Story

THECONTENT INC.

MODEL

Content Inc.

THECONTENT INC.

MODEL

Sweet Spot

K N O W L E D G E / S K I L LPA S S I O N /

C U S T O M E R PA I N P O I N T

Sweet Spot

Example

Example

SWEET SPOT

B A C K YA R D P O U LT R Y T E A C H I N G

O P E R AT I O N A L C H A L L E N G E SO N A FA R M

A G R I C U LT U R E / T E C H

FARMERSSweet Spot

THECONTENT INC.

MODEL

Content Tilt

100 YouTube SubscribersJanuary, 2012

ANN REARDON

2 Million SubscribersOctober, 2015

Example

Example

AUDIENCEF O O D S C I E N T I S T E D U C AT I O N

I M P O S S I B L E F O O DC R E AT I O N S

CONTENT TILT

Content Tilt

What do all media companies do that you

do not with your content?

Content Tilt: Mission Statement

1. Core target

audience

2. What will be

delivered

3. The outcome for the audience

“Welcome to Digital Photography School – a website with simple tips to

help digital camera owners get the most out of their cameras.”

Example

Building the Base

THECONTENT INC.

MODEL

WAIT FOR IT…

LOADING

(1) Content Type

(1) Main Platform

Long Period of Time

Consistent Delivery

The Base

Building the Base

Example: Copyblogger

• iTunes

subscribers to

email

subscribers

• Millions of

downloads

• ZERO to

multi-

millionaire in

two years

Example: Fire Nation Elite

• One content type

• One platform

• Consistent delivery

OVER TIME (12+ MONTHS)

Building the Base

THECONTENT INC.

MODEL

Harvesting Audience

Example: Facebook

YAY!

BOO!

Harvesting Audience

Focus on subsribers as a key metric.

Example: Facebook

• Amazing e-newsletter

• Exchange of value: eBook, research report, etc.

Harvesting Audience: Must Haves

THECONTENT INC.

MODEL

Diversification

BLOG

BOOK

PUBLIC SPEAKING

DIGITAL

PRINT

IN-PERSON

Diversification

• Magic number is

over three

• Be the octopus

Diversification

Diversification

DiversificationVS

BUILD BUY

Examples: JPG Magazine, Adorama

THECONTENT INC.

MODEL

Monetization

• Advertising / sponsorship

• Increased product sales

• More loyal customers

• Data

Monetization

• Events

• Cost savings

• Paid subscriptions

• Revenue ripples

• Find a niche where you can be

the leading expert in the world

• Develop your content mission

• Focus on content type, platform

and deliver consistently

• Don’t build your house on rented

land

• Build an audience of opt-in

subscribers

• Need an amazing E-Newsletter

and remarkable download

• Diversify into the “rule of three”

• What do your subscribers do

differently?

• Audience first, products second

• BE PATIENT!

Takeaways

Open the resource list to get more information about our upcoming and on-demand

webinars. Don’t miss “Cure the Winter Blahs: How to Turn a Slow January into Big

Business” on Jan. 5 at 2 p.m. EST. It’s linked in the resource list!

Ask the Expert: Joe Pulizzi Visit community.manta.com to Ask the Expert

For Book & Podcast, visit Content-Inc.com

Thanks to

Content

Marketing

Institute

for providing

graphics!

@JoePulizzi

Manta believes in empowering small businesses to achieve

success. We’re inspired by your determination and energy. And

we understand that every company is unique.

We strive to provide the marketing tools and educational

resources you need to stand out, connect with your customers

and your peers, and grow your business.

Send us a note and let us know what you’d like to learn from

upcoming webinars like this one.events@manta.com