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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
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
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 [email protected]
