The 7 Step Content Marketing Playbook for Startups
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When your startup masters content marketing, you set yourself up for great SEO with killer backlink opportunities. This content marketing playbook is made for startups. It breaks content marketing into 7 simple steps - with worksheets along the way. So you can engage in content marketing (including content creation and promotion) like a pro. And get incredible short- and long-term results.
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The 7 Step Content Marketing Playbook for Startups
- 2. Content marketing gets 3x the number of leads vs paid search Content creation is the single most effective SEO technique 27 million pieces of content are shared every day 80% of decision-makers want to learn new info from articles vs ads 82% of consumers feel more positive about a business after consuming custom content Why you're 100% right to be focusing on content:
- 3. How to Use This Content Marketing Playbook 1. Read these seven repeatable, proven steps. 2. Remember that content creation and content marketing aren’t part of a perfectly linear process. 3. Get a sense of the big picture (especially if you’re just getting your content marketing plan off the ground) and return to each step when you need to.
- 4. Set Your Direction 01 Define why you’re creating content, who you’re creating it for, and what you want to achieve from it.
- 5. Answer these 6 Questions: 1. What do you hope to accomplish with your content marketing? 2. Is there demand for your content? What are the pain points you can solve with your content and are there enough people paying attention to justify your plan? 3. What valuable experience can you deliver at each stage of the buyer’s journey? 4. What resources do you have to execute your plan? Will it impact other marketing initiatives? Do you have the team to execute? If not, what's missing? 5. Do you have the time? Not only to execute but to start seeing results? Are you willing to put in the work, over the long term? 6. What happens if your strategy fails? What do you have to lose if it does? Is it worth the risk?
- 6. We’ll become the best ________________ for ___________________ who are interested in __________________. This will help us become the ________________ and ________________. And unlike _____________, we do ______________ differently by _______________. Now fill in the blanks Your Content Marketing Mission Statement:
- 7. 02 Do Your Research Uncover the specific problems your ideal customer is trying to solve.
- 8. Use the 'Jobs‐to‐be‐done' Framework JTBD Framework takes out the “who” and focuses instead on the “what” and “why” of consumer behavior. It frames purchasing decisions as a choice to “hire” a product or service to do a job. “The customer is the wrong unit of analysis for innovators to focus on. Instead, focus on the job that customers are trying to get done when they use your product or service.”
- 9. 1. Start by interviewing people who have purchased and used your product or service or one similar to it. 2. Interview in teams of 2. That way, while you’re jotting down a note or thinking about a response, your interview partner can jump in and keep things moving. 3. Ask them actual questions about their struggles. For example, start with, “Take me back to the last time you did your taxes.” Then, like a cameraman, inspect that moment from all angles until you find the story. Then move on to the next point in their journey, looking for the struggle. 4. Avoid assumptions. We may think that a person is doing their taxes while sitting at home, when in fact, it’s the week before taxes are due, they’re on a cramped airplane that’s about to land, and they’re desperately trying to finish before the steward comes by and tells them to close their laptop. Implement JTBD for better interviews
- 10. 03 Choose Your Channel Pick the best place to deliver your content and maximize it for each stage in the buying cycle.
- 11. 3 ways to determine which channel(s) to focus your content efforts on: By who you’re targeting and where they’re already hanging out. By type of channel (owned, paid and earned). By time and money.
- 13. Create Useful, Clickable, Shareable Content 04Use powerful storytelling for pieces that make you stand out from your competition.
- 16. #2 ‐ Idea Intake Machine Keep a living doc in Google docs or Airstory for worthy topics you come across or come up with to delve into. Sort by type to maintain content diversity: Educational Topical Self-interest Storytelling & Case Studies Curation Fresh Spin on an old idea
- 17. amazing storytelling stellar content marketing goals #3 ‐ Masterful Storyteller #4 ‐ Big Goal and Subgoal Find a person, or persons, who can create a thousand ways to tell your story. Each piece of content needs to honor your big goal while focusing on a subgoal.
- 18. Find a blog, a group or a social media platform hosted by someone talking to people who want your content. Give those people awesome, useful content. Make them say, “Holy hell! Where can I get more of that?” Include a link to more of your content. Keep on producing the kind of content that’s so good they’ll cry when it’s gone because nobody else does it like you do. #5 A Happening Place to Share Your Ideas
- 19. Promote More Than Seems Reasonable 05Exhaust every relevant outlet to get people talking about your content and see long-term returns.
- 21. 3 Ways To Ensure You're Maxing Out On Promotion 1. Create a “Marketing Promotion Checklist” spreadsheet Track what you're doing, when you did it, and what happened 2. Make a list of all of the places you could be promoting your content Prioritize opportunities in the channels you decided to focus on in step 3 3. Each time you create a new piece of content, consult your "Marketing Promotion Checklist" results to guide you See what channels are giving you the best results and if you're already doing great, start experimenting with your next channel of choice.
- 22. Measure and Monetize 06Diversify your streams of income and capitalize on unexpected, lucrative opportunities.
- 23. 4 Key Metrics for Measuring Success Measuring the ROI for content takes time. In some cases, it can take a minimum of six months for a campaign to produce enough data to even analyze whether or not it’s working. But that doesn’t mean you have to wait to monetize your business... Consumption Sharing Leads Sales
- 24. MONETIZE CONTENT BY USING IT FOR: Turn you stellar content into multiple revenue streams. Books Live events Affiliate programs Licensing of content Workshops Podcast sponsorships Paid speaking YouTube advertising royalties Paid newsletter or magazine subscriptions Virtual and in-person trainings Subscription and membership programs Native advertising Crowdfunding
- 25. Take Out the Big Red Pen 07Repurpose and improve content to increase your audience engagement.
- 29. Congratulations! Now go create some remarkable content! You now know more about building a winning content marketing strategy than the majority of startups marketing online today. Get more killer content marketing resources at CopyHackers.com