In 15 minutes I want to impart a content marketing framework that small business owners and managers can take back to the office and implement. I draw on my first-hand experience of running content marketing training programmes and my work with more than 200 small businesses in Devon and Somerset, to demonstrate the “why” and the “how” of content marketing. I want participants to go away with an understanding of why it’s best to abstain from creating new content, until they have a content marketing plan. Participants will leave with: An understanding of the value of content An understanding of the value of buyer personas A process for uncovering content themes A structure to create valuable content

1. Why and How to Set a
Content Marketing
Strategy for an SME.
Digital Exeter

2. Who’s creating content to attract prospects and inspire them to
take action?

3. I'm the only person working in the
business, so time spent needs to be
concise and effective.
What’s your small business content marketing challenge?

4. Buyer Persona: Chip Local Chimney Sweep
Chip Goals & Values Challenges & Pain Points
Goals (Chip wants to):
• Be the best and friendliest independent
chimney sweep in and around Exeter.
• Double turnover to £100K over 2 years.
Values (Chip is committed to):
• Providing the best value chimney sweep
service in the local community (for both
domestic and business).
• Providing flexible, open, honest and
transparent pricing & terms.
Challenges:
• Goodwill is not enough. Need new customers.
• Online listing, no website. Not being found.
• Too busy to answer phone, or make calls. Admin,
follow up, calls, appointments, sales, in evenings.
• Everyone knows Best Chimney Clean Exeter
Pain Points:
• Wants to invest in his business but doesn’t know
about lead-generative marketing.
• Has spent money on marketing on ads, but with
insufficient results.
Sources of Information Objections & Role in Purchase Process
“I need a more serious marketing
function to help my business grow.”
Situation: Acquired business for £65K
New Business Owner (1yr)
Job Title: Owner, Chip Chimney
Sweep
Sector: Cleaning
Salary/Turn-over: £50K
Client list: 1400
Employees: (apprentice part time)
Level of Education: BA Hons
(Construction)
READS/WEBSITES: local press, ex-marines
forum
INFLUENCERS: brother, wife, father, ex
marines
TECHNOLOGY: iPhone, laptop
INTERESTS: golf, surfing, cycling, food
EVENTS/MEMBERSHIPS: local golf club,
cycling meet up
OTHER: Drives a VW Touran. Wears work
cloths.
Sources of Information: Internet, Facebook
Objections:
• Doesn’t have the time to do ‘marketing’ himself, but
can afford part-time marketing assistant.
• Considering Nettl/Yell/Weebly/Wix
Roles in Purchase Process:
• Main decision maker – wife needs to veto purchases
over £300.
• Needs to forecast monthly spend.
• Happy to take mild risks – has a proactive and
positive attitude.
• Wants to see proof.
Age/Gender: 48/Male
Marital Status: Married (to Chez)
Age/# Children: 2 (boy 19 , girl 21)
Lives: Exeter, Devon
WHY?
Objection
Our SME persona for today

5. A plan for attracting visitors and inspiring them to take action.
A plan for converting interest into demand with content.
Be there Be relevant
Be proven
Be helpful
Be Friendly
Be consistent
Common Universal Need for every SME
= Content Marketing Strategy

6. Be there Be relevant
Be proven
Be helpful
Be Friendly
Be consistent
This, on its own, is not content marketing
Proven Methodology
Hubspot

7. Be there Be relevant
Be proven
Be helpful
Be Friendly
Be consistent
Considered Purchase

8. Fail
Poor
Reality Check
4.3

9. 4.3
FAILFAILFAIL
Reality Check

10. 1. Insufficient content on website to attract visitors.
2. Out-of date content.
3. Weak links.
4. No Analytics.
5. No CMS.
6. No Focus.
7. Poor metadata.
Most common problems & obstacles for SMEs

11. 1.Goals 2.Audience 3.Topics 4.Governance
5.Content 6.Distribution 7.Measurement 7 Steps
7 Step Process

12. 1. Figure out your goals
Generate £1 million in new sales by 30
Dec 2016
£5000 average customer value
200 new customers
10% conversion rate (1 in 10)
Generate 2000 new leads
Budget: £500 per new customer
Cost per lead: £50 per lead
Time: 1 hourValue: 8/10

13. 2. Figure out your audience
http://www.makemypersona.com

14. http://www.upcloseandpersona.com/

15. The Web is a buying environment, rather than a
selling environment.
Everything is back to front.
In Google your customer is advertising.
When a person searches“Chimney Sweep Exeter”
they are placing a small ad in Google saying “I need a
chimney sweep”.
This is Chip’s opportunity to get on his customers’
path.
Chip

16. 3. Figure out what your audience searches for

17. Develop your key word tree
Trunk: Theme Keywords
Branches: Category Keywords
Leaves: Long Tail Keywords. Multiple propositions that
speak directly to your audiences’ needs.
adapted: samurai
Time: 10 hoursValue: 10/10

18. Use these popular keyword research tools

19. Chip

20. Chip

21. Chip

22. 5. Create great content

23. Vs.
Create Epic Content

24. Source: Velocity

25. Source: Idio
Keep going to see ROI

26. Stephen Bateman @concentricdots
http://bit.ly/6-steps-content-plan
Now listen to a longer talk