This week, Content Chat welcomed the Godfather of Content Marketing himself, Joe Pulizzi (@JoePulizzi), to talk about how his Content Inc. model can turbocharge SMB and start-up growth. Note this chat was originally recapped using the now defunct Storify platform, so formatting is a little strange in this exported version.
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8/1 #ContentChat Recap: Using the Content Inc. model for SMBs & Start-ups
This week, Content Chat welcomed the Godfather of Content Marketing himself, Joe Pulizzi, to talk about how his Content Inc. model can drive business growth.
Join #ContentChat in one hour w/our special guest @JoePulizzi! #ContentMarketing pic.twitter.com/wUiL5eyhPZ- Q1: How should content figure into a startup or SMB’s business model?
- A1: It’s actually easier for a startup or SMB to do #contentmarketing. Easier to focus. Less politics. #contentchat
- @JoePulizzi So true! In a start-up you typically have fewer silos or approvals necessary to get content out the door. #ContentChat
- A1: Keep it simple: Focus on one audience, in one content niche, with primarily one content type, using one content platform #contentchat
- A1: @JoePulizzi agree with focus. Challenge is scale. Thoughts? #ContentChat
- A1: For example, targeting startups, around the travel niche, leveraging audio content, on the iTunes platform #contentchat
- A1: Remember, you don’t have to be everywhere…pick the niche and the content type that you can be great at. Just do that. #contentchat
- A1: Content is essential to a small business or start-up marketing plan. Demonstrates expertise and POV #ContentChat
- @SFerika @JoePulizzi A1: Content should engage and provide info to the consumers of the product/service #Contentchat
- A1: Content should be created according to what your business offers, but in a unique way that displays who you are. #ContentChat
- A1 Content should be part of the business plan & drive expansion from there #ContentChat
- A1. Content is tablestakes. You can’t market w/o it these days. The real challenge is differentiation #ContentChat
- A1 Content from SMB’s, new to the scene, announces, “We wanna be friends.” SMB ads say: “Buy from us! Quick! Now! Please!” #contentchat
- A1: SMB’s should stay on top of the trend game and make content that stands out from the crowd. #ContentChat https://twitter.com/SFerika/status/760190162261258240 …
- A1: You always need to focus on content to get your message and brand out especially as a SMB #ContentChat
- A1: its Key,If you aren’t on social media in this day in age you don’t exist. Its also helps w exposure #contentchat https://twitter.com/SFerika/status/760190162261258240 …
- A1) Content is a great way for a SMB to get their name out in front of the community. *disclaimer: dont provide garbage content #contentchat
- A1: Content creation should be a mandatory part of a SMB or startup, because it gives that company a voice & expertise. #contentchat
- A1: Content mktg is a must for startups/SMBs to establish value offered to the community, ultimately earning trust + awareness #contentchat
- Q2: What’s the best way for an entrepreneur to get started with the Content Inc. content-first approach?
- A2: First, find your sweet spot – the intersection of your passion and a knowledge/skill that you have that other’s may not #contentchat
- A2; Then, find your content tilt – an area of little to no competition where you can actually be the leading expert #contentchat
- A3: Then, Build the Base – one content type (audio,video,text), one platform, consistently deliver over time #contentchat
- A3: That is how every media company since the dawn of time has been built by the way #contentchat
- A2: What trips up SMBs and startups is the time: for this to work, need over 12 months in most cases we researched #contentchat
- A2) Learn the in’s & out’s before you start. Have a plan. Don’t just create content because that’s what the big dogs said to do #contentchat
- @SFerika A2. Pick a niche., whether it’s topic or delivery (ie podcast, etc), quality first, and spend time promoting #ContentChat
- @funnelsavvy Promotion and distribution of your content is so important—and often overlooked/unbudgeted. #ContentChat
- @SFerika A2: Creating a strategy and sticking to it. #ContentChat
- A2. Tell a broader story with your content, not just do content ad hoc, or for the sake of doing it. What is your purpose? #ContentChat
- Plan for content delivery! Without a means for getting it to the people great content doesn’t matter. #ContentChat https://twitter.com/JoePulizzi/status/760192256997457920 …
- A2 Hire content people whose voice works for your org. Amplify that voice. Turn it up to 11. Or 12. #contentchat
- A2: Share knowledge and enlighten people with a topic that you are most skilled in. #ContentChat https://twitter.com/SFerika/status/760191739189526529 …
- @ISOAndrey @Trvshlvrd_RR Always ask yourself, “Would I share this content if it weren’t my job?” If not, then set it aside. #ContentChat
- A2: Determine what you’re passionate about and what your audience is interested in. Focus on providing value. #ContentChat
- A2: Effective #content opens up conversation about issues relevant to target audience. #contentchat
- A2: It’s obvious when content is thrown together, make sure you create content that you know about and enjoy writing about! #contentchat
- .@MioDatos Agreed! Content quality and purpose (to be helpful, informative) is a reflection of the brand. #ContentChat
- A2: Create a strategy. Don’t just throw out useless content to get it out there, create useful content you’re audience wants. #ContentChat
- A2: You must be able to tell your story succinctly and with conviction. If you can’t, then you can’t scale your strategy. #contentchat
- The old 80/20 adage comes into play here! 80% promotion / 20%creation – hard to believe but 100% true. https://twitter.com/SFerika/status/760192841322598400 … #contentchat
- A2 Identify your audience while identifying their needs, tailor your content to help solve their problems/gaps #ContentChat
- A2: Help make peoples’ lives better and they will thank you with their business #ContentChat
- Biggest cliche in #travel marketing land: “We have something for everyone” #2: Hidden Gem. @quickmuse #contentchat @PRSA @wanderlust13
- A2: Create content that defines you, that you know, and that you live by #ContentChat
- Q3: What are common pitfalls that keep entrepreneurs from succeeding with content marketing?
- A3: So, the sad news is that more startups fail at #contentmarketing than succeed. #contentchat
- A3: Biggest reason startups don’t succeed with #contentmarketing – they stop. They aren’t consistent delivering over time. #contentchat
- A3: Another reason startups fail at #contentmarketing – they target more than one audience at a time. #contentchat
- @JoePulizzi Right! When you market to everyone, you market to no one. #contentchat
- A3: Another reason #startups fail at #contentmarketing – they don’t differentiate. They just add to the clutter (no value) #contentchat
- A3: Another reason #startups fail at #contentmarketing – they don’t actively build subscribers. Email subs work best. #contentchat
- A3: It’s so hard for startups to get out of their own way with their “amazing” idea, when we need full focus on audience #contentchat
- A3 As others have already chimed in, big reasons are consistency of content and social promotion #contentchat
- I see this ALL the time…even from so called ‘content marketing’ agencies. *Facepalm* #contentchat https://twitter.com/tatianabeale/status/760194459552190464 …
- @BRAVOMedia1 ….or a lack of content strategy altogether. “Just winging it” is all too common. #ContentChat
- @JoePulizzi A3. Focus is on immediate gratification.. sometimes breakthrough comes after 50 blog posts or 80 videos. #ContentChat
- A3: a lack of consistency in message, timing and brand #ContentChat
- A3 trying to wing it; unfocused, lack of direction; lack of creativity in matching subject matter; not willing to take a stand #ContentChat
- A3: Many get caught up in producing a ton of content instead of focusing on QUALITY content. Quality over quantity. #ContentChat
- A3: Many still think a sales pitch is an acceptable substitute for content. #contentchat
- @SFerika A3. Lack of patience. Building an audience doesn’t happen overnight. Savor small victories, ie 1 new subscriber #ContentChat
- @SFerika A3: I hope this is no longer a pitfall but most still do it…talk about themselves before the value they deliver #contentchat
- @SFerika A3: Trying to appeal to too many people, instead of focusing on a small, specific group! #ContentChat
- . @SFerika A3) : time is a factor that needs more consideration, creating content is time consuming, and requires investment #contentchat
- A3) Many have the mindset of “write it and they will come”. Wrong, friendo. You also need to promote it. #contentchat
- A3: One pitfall is not promoting, syndicating or sharing #content. Just building it doesn’t guarantee they will come #ContentChat
- A3: Lack of planning, as well as randomizing content, is a common mistake. #ContentChat https://twitter.com/SFerika/status/760193954075729920 …
- A3: Not following the content planning agenda. #ContentChat https://twitter.com/SFerika/status/760193954075729920 …
- A3 #ContentMarketing needs focus, continuous research, listening to what resonates with TA and consistency. #ContentChat
- Q3 @SFerika Lack of prior selection of topic, failure to recognize how long it really takes to complete and edit a blog post. #contentchat
- A3 Many entrepreneurs are passionate about product & company vision & need to make sure they’re connecting with their audience #contentchat
- A3 With an entrepreneur & their small staff wearing so many hats, it’s difficult to dedicate resources to content creation #contentchat
- A3: There’s no plan so they just create content as they have time, which always seem to be very limited for #SMBs and startups. #contentchat
- A3: Entrepreneurs struggle with focus-know ur audience so well, you can’t help but speak to their challenges, then document it #ContentChat
- A3: They don’t know how to write in a way that engages with their audience or they just don’t know where to start… #contentchat
- Q4: How can entrepreneurs find time and resources to focus on content?
- A4: Just focus on doing one thing really well and forgetting the rest. No need to get caught up in 12 social channels. #contentchat
- A4: The average #startup communicates in about 10 channels with customers. Too many. Use 3-5 max #contentchat
- A4: Focus on what you love to do and are good at, and outsource the rest. #contentchat
- A4: Also, be sure to create your #contentmarketing mission – Target Audience, What You Deliver, Audience Outcome #contentchat
- A4: We do what is important. If content marketing is core to your business, build it into your schedule/budget-like taxes. #ContentChat
- .@SFerika set aside an hour a day, use free writing techniques when creating content. That’s what helps me the most. #ContentChat
- A4: The plan is the hardest part—make a manageable one and stick to it. @SFerika #ContentChat
- A4: Create a content calender and learn how to manage it. Don’t get overwhelmed, you can do it! #contentchat
- A4: Absolutely. As a founder I work content every day. #Marketing & #sales top priorities – content helps both #ContentChat
- A4: Target platforms that are condusive to your target market. Don’t try to do too many things at once if it wont benefit u #contentchat
- A4: Planning content efficiently with @trello, that’s what we use as an online organizer. #ContentChat https://twitter.com/SFerika/status/760196953632219136 …
- A4: Find a content partner who understands your business and your goals. #contentchat
- A4: The more familiarity an #entrepreneur has with target audience’s issues, the easier it is to come up with relevant content. #contentchat
- A4: Keep in mind that content piece doesn’t have to be super long. Audience will learn/absorb in small bites, too. #ContentChat
- A4: Content-calendar is a great resource with this one! #ContentChat https://twitter.com/SFerika/status/760196953632219136 …
- A4 Jump into the industry wholeheartedly – taking that time to “be” the audience they R writing about #contentchat https://twitter.com/SFerika/status/760196953632219136 …
- A4. Find a frequency that works with your schedule. If it’s once a week, but quality, that’s better than nothing #ContentChat
- A4: Content focusing on the brand alone, misses. Those focusing on customer issues in relation to #brand, scores. #contentchat
- A4: Big believer in outsourcing to content experts! (Not just cuz I’m one) #ContentChat https://twitter.com/JoePulizzi/status/760197713967190016 …
- A4: It’s always hard to find time to do anything unless you make it a top priority! #contentchat
- A4: b) Planning ahead also helps! You will eventually have a busy week where nothing will get done. Always have back-up content #contentchat
- Q5: How do you know you’ve identified the right sweet spot + content tilt to differentiate your content and your business?
- A5: It’s not a perfect science (I wish it was). You actually have to test the theory, get feedback from the audience. #contentchat
- A5: Focus on building subscribers as your sole goal for the first six months. Focus on nothing else. #contentchat
- A5: Then you measure your subscribers. What do subscribers DO differently for your business (buy more, close faster, etc.)? #contentchat
- A5: If I had to choose a metric, email signups for the enewsletter would be #1 #contentchat
- A5: This is defined by your goals, but for us, when a closed opp has consumed numerous pieces of our content, we’re winning! #ContentChat
- A5b: Content success means our content core when looking at our attribution attribution model/customer journey #ContentChat
- A5 When the people you want to sell to enter into relationships with you b/c of content… you’re THERE! #contentchat
- A5: You see measurable results without sacrificing your brand, strategy, and voice. #ContentChat
- A5: Honestly though, you know you found the sweet spot when it’s helping you achieve your biz goals #contentchat
- A5: When people start talking about you! Both online and in person #ContentChat
- A5: And bookings or purchases, which is the ultimate goal! #ContentChat https://twitter.com/Think_Tank_Mktg/status/760199360571252736 …
- A5: Are people engaging? Is your content resonating with your audience? That’s key! #ContentChat
- A5: When your content gets shared and engaged with. #ContentChat https://twitter.com/SFerika/status/760199225212665856 …
- A5. Pay attention to the analytics. If you randomly post & hope for the best you won’t get any return. Learn from the patterns. #ContentChat
- A5 If you resonate, they will come. Social base and email subs will grow, shares will increase, viewed as a trusted source #ContentChat
- A5: Best metric for content has always been the conversation that develops as a result. It’s relevant and it resonates. #contentchat
- A5 Are ppl “responding” to your content? Do they come back for more? Do they see you as a go-to-person? Do they engage with it? #contentchat
- A5. Be careful with absolute #’s. Fewer followers, but more engage > lots of followers but only handful engage #ContentChat
- A5: Small signals at first: retweets, comments, increasing subscription #’s, competitors getting pissed, etc #contentchat
- A5: Then you see business referrals & sales kick in because of the thought leadership #contentchat
- A5: it takes good tracking setup, but when you can see people enter your site through content & leave as a lead/buyer #contentchat
- A5: When your audience knows what your niche is enough to expect your content and request topic themselves. #ContentChat
- A5: When you start to see an increase in your site’s traffic and increase popularity through word of mouth. #contentchat
- @SFerika When trolls start to pay attention then you know you must be doing something right – they don’t bother w/mediocrity #contentchat
- Q6: Do you have some examples of successful content-first startups you can share with us?
- A6: Great examples of #ContentInc examples – @copyblogger @Moz @johnleedumas @MatPatGT, @HowToCookThat #contentchat
- A6: @CMIContent followed the #ContentInc model as well. Built an audience first, then layered the biz model second #contentchat
- @SFerika @JoePulizzi A6. My favorite e.g. is @copyblogger. @brianclark built an audience before he offered any product. #ContentChat
- A6: @theskimm. They’re a perfect example. #ContentChat
- A6: @buffer has always been top of mind for me when it comes to a content-first #marketing strategy. #contentchat
- Best model of a content-first strategy ever: Disney. Not a startup, but Very Significant: https://www.continuuminnovation.com/en/how-we-think/blog/will-disneyland-s-cast-members-work-for-you/ … #contentchat
- @quickmuse Great point on Disney. We @CMIContent actually duplicated their business model from 1957. #contentchat
- A6: my personal favourite is @PatFlynn his story is very inspiring #ContentChat https://twitter.com/SFerika/status/760200929127698432 …
- Q7: What resources do you recommend for startups and SMBs just starting out with a content-first approach?
- A7: Well, #ContentInc, the book. Everybody Writes by @annhandley. Moz/Copyblogger blogs, @SMExaminer blog too #contentchat
- A7: Create an amazing email newsletter as well. So important and so rarely done right. #contentchat
- A7: #CMWorld weekly chat and the annual IRL celebration as well as our weekly get together of > #contentchat
- A7 Content Inc is an incredible resource. Listened to the audio version and picked up the hardcover. Highly recommended!! #ContentChat
- A7: Make a list of your favorite content-heavy sites, identify what makes them great, head to @Upwork to find top writers. #contentchat
- A7: Also, staying plugged in to top-notch newsletters about SEO and Google’s search methods helps too. #contentchat
- A7: PERSONAS then CONTENT CALENDARS. Be able to visualize your market. Talk to them like friends. Help them succeed. #ContentChat
- A7b: Startups also need to invest in an analytics infrastructure that can help inform you about what is and is not working. #ContentChat
- A7: And we prefer @buffer to post content, w/ a side of @PabloByBuffer for great photos. #contentchat
- A7b @SFerika Use the powerfull @buffer, save time and bluid great graphics with @PabloByBuffer and @canva #ContentChat
- A7 @SFerika Start your list the first day, use @RabbutMail or @MailChimp. Use user friendly platforms like @Medium #ContentChat
- A7 I tell clients to keep it manageable: follow 2-3 segment leaders; start w 1 keyword tool, 1 posting tool, 1 analytic tool #ContentChat
- A7 Content Inc by @JoePulizzi next on my reading list! Love the podcast #ContentChat
- A7 #podcasts Content Inc, @PatFlynn Smart Passive Income, @businessofstory content pros, social pros, PNR, @copyblogger #ContentChat
- . @SFerika A7: Hootsuite! Such a great tool, and it will help with scheduling posts #contentchat
- A7 My friend @ginidietrich via @SpinSucks has great content on integrating content with PR and the rest of your marketing mix #ContentChat
- A7c: Startups also need to pay more attention to time mgt, project mgt strategies. Ask a staff member to explore & recommend? #ContentChat
- A7: Put pen to paper (or fingers to keyboards) use Google Docs and start jotting your ideas down #ContentChat https://twitter.com/SFerika/status/760202544081547264 …
Join us next week as Hannah Kovacs (@Hkovs) from Post Beyond joins #ContentChat to share her tips for encouraging employee brand advocacy.
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