Zontee Hou for

• Strategist at top consulting firm Convince & Convert

• Digital marketing consultant & founder of her own firm, Media Volery, in New York City

• Adjunct professor of communications at the City College of New York

• Has worked with brands ranging from Martha Stewart Living Omnimedia to Allstate Insurance to Wyoming Travel & Tourism

…And How Can It Benefit Your Small Business?

• Tie your content

marketing to your

business goals

• Make sure all of your

various marketing efforts

are aligned and integrated

• Be sure to give it proper

support and resources

• For both B2B and B2C

companies• It’s a chance to build your

company’s position as an authority and/or expert in the space

• Content marketing can burnish your reputation as a knowledgeable resource

• It can also increase the conversation around your brand/products

• Content on social media and

through e-newsletters are still

the top tactics (Source: CMI)

• Content marketing is being

used in conjunction with paid

tactics more often than

previous years

• Mobile accessibility and

experience is important to

consider

• Video is an increasingly

important medium

6 Stories from Small Business Owners

• Address the customers’

needs and attitudes

• Highlight the

personalities and

community through social

media

• Focus on reaching out to

a specific target audience

• Support B2B customers

with resources on

increasing their sales

• Showcase alternate ways

to use your products

• Turn events into content

• Provide answers to

common questions so

that customers can help

themselves when possible

• Use downloadable content

to generate leads

• Integrate video content

wisely

• Curate resources for your

customers

• Create experiences for

your customers

• Empower your employees

to be ambassadors

• Do the homework for the

customer

• Integrate content into

social media channels

• Expand your content to

include other areas that

the customer might be

interested in

• Showcase user-generated

content

• Inspire with ideas of how

to incorporate the

product into users’ lives

• Consistently post fresh

content on all main

channels

4 Ways You Can Start Integrating Content Marketing into Your Business

• Does the content provide

value to the audience

“that’s so good they

would pay for it”?

*Get more great examples in Jay Baer’s book by the same name.

• Can your content consist

of webinars, e-books, in-

store experiences,

podcasts, and/or video

series?

• What else?

• You may already be

creating content or have

existing resources and

materials that can be

tweaked for content

marketing.

• Support larger pieces of

content (e.g. longer-form

video, e-book) with

smaller posts on social

media that excerpt or

sample that larger piece.

Places to Get More Information

• Convince & Convert• ConvinceandConvert.com/blog

• Podcasts: Content Pros, Social Pros, Convince & Convert Podcast

• Email Newsletter: Definitive

• Content Marketing Institute• ContentMarketingInstitute.com

• SlideShare.net/CMI

• Social Media Examiner• SocialMediaExaminer.com

• Podcast: Social Media Marketing

• Twitter: @zontee_hou

• LinkedIn:

linkedin.com/in/zonteehou

• Website & email newsletter:

MediaVolery.com

Photo credits: Images below used under the Creative Commons Attribution license 2.0.

Title: Photo courtesy of open hardware summit on Flickr.

What is content marketing: Photo courtesy of mkhmarketing on Flickr.

How do people put it in action: Photo courtesy of Gavin Llewellyn on Flickr.

Why does it work: Photo courtesy of PKP BBDO Vienna on Flickr.

Trends for 2015: Photo courtesy of 10ch on Flickr.

What does this mean for you: Photo courtesy of anonymouscollective on Flickr.

Think About Youtility: Photo courtesy of florianric on Flickr.

Go Beyond Social Media: Photo courtesy of Mike Johnson on Flickr.

Atomize Your Content: Photo courtesy of Paul Hudson on Flickr.

Resources: Photo courtesy of Sebastien Wiertz on Flickr.

Q&A: Photo courtesy of Ryan on Flickr.