1. CONTENT MARKETING FOR STARTUPS AND PROGRESS TIMELINE What is Content Marketing? Where should you be now? Wed 4 th Nov

3. Year 1891Year 1895Year 1900Now…

4. Year 1891Year 1895Year 1900Now…

5. Year 1891Year 1895Year 1900Now…

6. NOW…..

9. Mostly Known Content Repositories

10. CONCEPT

12.  CM Marketing provides media-type content that customers want in exchange for permission to market a product or service to them. CM Tactics

13. QUICK FACTS Every day, more than 27 million piece s of content are shared on the Web!!!

14. PROCESS

16. Related BUZZWORDS Content Discovery Platforms

17. “Marketing today isn’t about the advertisement, the product, or the service, it’s about the problem that the customer needs to solve.” Diane S. Thieke Digital Marketeer Quickanddirtytips.com

18. “The more content you have, the more likely your visitors will stick around on your website. And the more content you have, the more likely search engines will be to put more of your website’s pages in the search index.” Kristi Hines writer and professional blogger Kissmetrics.com

19. CHALLENGES

20. CM for Startups

21. So how are you going to create large amounts of content that satisfies needs for your users while still advancing your business needs and not being low quality?? SEO against the giants!!

22. CM for Startups

24. Content Calendar

25. CM for Startups  Get people to talk about you (earned media) Example: Industry user reviews (Quora, Reddit…)  Know how, when and where to disperse content Example: have a “persona” for each Social Medium, create content for several sales stages. Create a content calendar  Hire free-lancers (Fiverr, Elance, Freelancers)  Curate content (Buzzsumo, Moz, Alltop)  Invest in Content Discovery Platforms (Outbrain, Taboola, Gravity, MGID)

26. CM for Startups  Keep track of your SEO yourself (Optimizing company’s URL, using CDN, meta descriptions, blogging)  Always Always use analytics, free or cheap ones, in- house solutions if possible (Google Analytics, SM tools such as Facebook Insights, SimilarWeb..)  Keep track of ROI using qualitative and quantitative metrics (page views, video shares, new email subscriptions, filled-out contact forms..)

27. AND NOW…..

28. Where should you be? WeekStageMain Question Oct 29 th and Nov 4 th Startups’ Failure reasons Performing Situational Analysis Being prepped to meet startup Why is there a high startup failure rate? What are the main macro-environmental forces of our startup? (e.g. Italian ecosystem for startups, global tech trends…) What info do we need to know from startup founders? Nov 18 th Collected startup’s main problems Revisit situational analysis What sort of help founders asked for? What problems founders suffer from, that they know or don’t know of? Are the macro- environmental forces still the same? Nov 25 th Brainstorm Business Development Model/ Innovation Patterns (Hypothesis) What are the main current components of the startup? What are the viable growth strategies? What realistic unconventional/innovative strategies can be applied?

29. Where should you be? Dec 2 nd Test Business Development Model through Customer Development/Journey plan Prepare customer encounters What is our current Buyer Utility Map? What is our current Customer Development Process? Are the components written earlier realistic? Dec 9 th Collect customer feedback Design Startup Marketing Plan How will we interview customers? What are the urgent and important marketing ideas given current resources? (Online and offline) Dec 16 th Validate Marketing Plan in Field Prepare Results Aggregate and prepare Final Game Plan for client Given customer reviews, what is our revisited marketing plan? (Content Marketing, SEO, new partnerships, events..) How will we collect all the work done in a simple yet to-the-point presentation to client?