A Look Inside Content Marketing for Small Business: A #CMWorld Chat with Brian Clark

Small business marketers have a lot of challenges – but they have substantial opportunity, too, when it comes to content marketing. Learn about the unique ways that small businesses can take advantage of content marketing, including the tools they can use. Also get some tips on how to prioritize these activities when your plate is most certainly full.

A big thanks to Brian Clark (@copyblogger) who joined Joe Pulizzi (@JoePulizzi) at our most recent Twitter chat about small business content marketing. You can view the transcript below or view the highlights in the Slidehsare.

To learn more about content marketing for small business, join Brian Clark, Marcus Sheridan, Ann Handley and many others at the Content Marketing World Small Business Summit, hosted by Copyblogger.

Our #CMWorld Twitter chats are on Tuesdays at 12:00 ET until the event. Join us!

Q1: Aside from the obvious  budget limitations, what are other  content marketing challenges #smallbiz  has  vs. enterprise?  #CMWorld

 

A1: Creating content that resonates with the unique needs of small business customers #CMWorld

SamBrennand

 

A1: I think #contentmarketing is a big advantage for #SMB vs enterprise. Can move faster,  less  red tape, fewer silos. #cmworld

JoePulizzi

 

@JoePulizzi That’s  certainly been my experience. I’ve been been able to launch  many  businesses with very little capital w/ content #cmworld

copyblogger

 

@copyblogger Do you think SMBs have  an advantage when it comes to #contentmarketing then? #cmworld

JoePulizzi

 

@JoePulizzi Yep. Less  downside, less  lawyer review, less  “death  by committee.” With an audience-first focus,  it’s hard to mess up. #CMWorld

copyblogger

 

@joepulizzi A1: but also fewer resources (human to create and publish content #CMWorld so can’t always move faster

TomMartin

 

@tommartin I agree. It can  be tough to find the right people with the right mix of skills. #cmworld

michelelinn

 

@TomMartin Correct,  fewer resources, but you make  time for what’s important.   I don’t see many  small biz placing enough importance #cmworld

JoePulizzi

 

@JoePulizzi It can be a hard sell, especially when it takes time to build momentum and results. #cmworld

lindadessau

 

@lindadessau so true re: time and momentum…many read  a success story and think results should  happen over night #cmworld

tracibrowne

 

@michelelinn agree if limit useful to FTW – plenty of good freelance talent avail #CMWorld

TomMartin

 

@tommartin @JoePulizzi I frequently  see it left out the strategy when working with Marketing & Social  #CMWorld

lttlewys

 

A1: The biggest #SMB challenge is consistency. I see so many start programs and stop. Not good.  #cmworld

JoePulizzi

 

@joepulizzi @TomMartin  I agree, with #SMB’s  owners, writing, content is alwys the first to go when in a time crunch #CMWorld

lttlewys

 

@joepulizzi agree – easy to put off that content creation deliverable to make  a customer call – it’s important  vs urgent  #cmworld

TomMartin

 

@lttlys @JoePulizzi SMB’s need system for producing content – my experience is that is missing piece of puzzle #CMWorld

TomMartin            

 

@TomMartin I think it’s less  about  system and more about accountability. With accountability comes process. #cmworld

JoePulizzi

 

@joepulizzi yes but still the reality of time. so having good process makes accountability easier (chicken  & egg #CMWorld

TomMartin

 

A1: I love this question. It’s been a challenge to us in Silicon Valley for years!! Content is the key for start-ups. #cmworld

SusynEliseDuris

 

@CMIContent A1 the sheer volume of content creation needed to stay in the game #CMworld

salmajafri

 

A1: #SMB is usually niched,  easier to get their content read,  calls to action get a higher response, Enterprise has  a harder time #CMWorld

lttlewys

 

A1: SMBs seem to also struggle with the right content (meaningful. #CMWorld

SueBrady

 

@SueBrady very true – that’s  where  getting  to know prospects thru social can  help you craft right content. #cmworld

SusynEliseDuris

 

A1: While there  is less  red tape  w/ small biz, teams are smaller,  often lack dedicated marketing staff, taking on CM stretches thin #CMWorld

lucasmillerwsu

 

@lucasmillerwsu That’s  where  outsourcing comes in. Those of us who are affordable independent resources to create/manage content #cmworld

LoisMarketing

 

I agree Lucas. Leaner is harder. A1: While there is less red tape  w/ small biz, teams are smaller, taking on CM stretches thin #CMWorld

Av8r2000

 

Easier for SMB to capture and keep  their audience. Key is informative,  helpful and ‘newsy’  content on consistent basis #cmworld

LoisMarketing

 

@LoisMarketing and the content doesn’t need to be about them per se. SMBs can write about customers, community and local events.

PavelNovel

 

@PavelNovel Yes but all returns back to them.  Broader content yes, but always  pointed  back to company. #cmworld

LoisMarketing

 

@PavelNovel As an independent advisor  and writer, I don’t go “shopping”  for content. I get to know and write about  my clients! #cmworld

LoisMarketing

 

A2 Most consistent challenge I’ve seen is time and/or  resources #cmworld

tracibrowne

 

A1. Content is tricky for tech start-ups w long buying cycles. Getting to know prospect and connecting w them on auth  level helps. #cmworld

SusynEliseDuris

 

@SusynEliseDuris @copyblogger #cmworld and case studies are a ripe source for content!

SueBrady

 

@SueBrady @copyblogger rt – just ensure you are matching rt case study to the rt prospect, and that knowledge is in research. #cmworld

SusynEliseDuris

 

A1: Besides budget, I think many  small businesses fear taking creative risks. It’s actually  not that risky to try new things.  #cmworld

Copyblogger

 

@copyblogger: With an audience-first focus,  it’s hard to mess up. #CMWorld\u201d

lindadessau

 

A1: Enterprise can  have  resources that only do content marketing. SMB workers  split time w/ content & main work. #CMWorld

KyleAkerman

 

Q2: How can  #smallbiz  prioritize content marketing when plates are already full? #CMworld

 

Outsource it. Seriously. RT @CMIContent: Q2: How can  #smallbiz prioritize content marketing when plates are already full? #CMworld

LoisMarketing

 

A2: Once  the plan is created, lots of help out there  – journalists, storytellers, designers…all willing to help. #cmworld

JoePulizzi

 

A2: SmallBiz can  put together publishing  operations that can  beat  out some of the best  operations out there  (if they want to. #cmworld

JoePulizzi

 

@JoePulizzi Agree, they can, most tho are underutilizing their resources out of fear & inability to implement  #CMWorld

lttlewys

 

A2: Comes back to helping SMBs understand the value of content in general #CMWorld

SamBrennand

 

A2: Have a smart  strategy in place, then  use  tools, resources to help you implement. Reach out to peers. #CMWorld

lttlewys

 

A2: My philosophy is SMB as “entreproducer” – you make  content happen via others. #cmworld

Copyblogger

 

@copyblogger agree… that is best  scenario – do what you do well – hire others to do the content — u just guide  #CMWorld

TomMartin

 

@CMIContent A1 I’d say Google+Local rankings outweight  organic Google  rankings for #smallbiz,  making #cm less  of a priority. #CMWorld

StuartUffner

 

A2 – I say go to the source – CEO – prove the value.  ROI is very, VERY impt to SMBs. Create the plan. Show exec  team  the stats. #cmworld

SusynEliseDuris

 

A2: Early blogging entrepreneurs (like me where  exception, not rule. #CMWorld

copyblogger

 

@CMIContent A2 Have to prioritize it equally with client work. Set timelines, assign duties.  Otherwise it’ll get pushed aside. #CMWorld

njh287

 

A2: Small biz owners need to maximize  their time, focus on CM initiatives that they can  maintain,  consistency/longevity are key #CMWorld

Lucasmillerwsu

 

A2: You can’t  delegate responsibility for business objectives, but you don’t have  to do it yourself.  #CMWorld

copyblogger

 

A2: In other  words,  you run the business, and guide  the talent  who creates your content. #CMWorld

Copyblogger

 

@copyblogger agree… that is best  scenario – do what you do well — hire others to do the content — u just guide  #CMWorld

TomMartin

 

lnterns  and bring in people with newsroom exp. RT Q2: How can #smallbiz  prioritize content marketing when plates are already full? #Cmworld

EntwineGroup

 

Internships are great for this! RT @CMIContent Q2: How can #smallbiz prioritize content marketing when plates are already full? #CMWorld

 

@d3logic @CMIContent  #cmworld Its a mistake to think “oh the intern can  do it” when plates are full. Making great  content is a skill.

BrightFoxMedia

 

@BrightFoxMedia Absolutely,  but there’s a lot of talent  out there, especially if you make  a commitment to nurturing  talent  #CMworld

d3logic

 

problem  w “the intern can  do it” – they don’t know look, feel, heart  of brand. Content has  to stay on brand, on msg or no trust. #cmworld

SusynEliseDuris

 

@SusynEliseDuris Agreed.  You must have  people who are able to channel the vision. This is why you see journalists crossing over #CMWorld

EntwineGroup

 

@d3logic @BrightFoxMedia But does time commitment in terms  of nurturing > time commitment to create great  content? #CMWorld

SamBrennand

 

@SamBrennand @BrightFoxMedia short term, yes.  But think of the momentum that can  occurs afterwards if you get that right fit. #CMworld

d3logic

Q3: How often should  #smallbiz  be publishing  content? Any suggestions for keeping organized and on track?  #CMWorld

 

A3: The most important  frequency is consistent.  Content is a promise to your customers. Keep it on schedule.   #cmworld

JoePulizzi

 

@JoePulizzi A combination can  work well. Have a calendar with ‘set’ topics; supplement w/ timely, shorter posts as inspired.  A3 #cmworld

njh287                    

 

@njh287  In social channels, like Twitter, FB, LinkedIn, yes…in  email  and blog channels, I would say no. #cmworld

JoePulizzi

 

A3 same as any other  business…only when you have  something valuable to say (valuable to custmers #cmworld

tracibrowne          

 

@tracibrowne Not sure  I agree…SMBs need to think and act like publishers and keep  a schedule (daily or weekly or bimonthly #cmworld

JoePulizzi

 

@tracibrowne Yes…as well as consistency @JoePulizzi . Give customers a reason to come  back.  #CMWorld

SueBrady

 

A3 – Publishing  great  content is like brushing teeth:  Only do it if you want to prevent cavities  and stay healthy.  #cmworld

Don_Sturgill

 

@JoePulizzi I completely agree that consistency is good…but see so many putting out trash  just to stay on schedule #cmworld

tracibrowne

 

@tracibrowne Correct…and that’s the difference between programs that work and those that don’t. #cmworld

JoePulizzi

 

@tracibrowne For #contentmarketing to work today,  every  piece  (at least  the plan of content needs to be epic, helpful, compelling #cmworld

JoePulizzi

 

Every piece  has  to be epic?  #nopressure ; @JoePulizzi @tracibrowne #cmworld

BrightFoxMedia

 

@BrightFoxMedia IMO, every  piece  of lackluster content could put your audience attention in jeopardy.   #cmworld

JoePulizzi

 

@brightfoxmedia Epic is in the mind of the beholder — post solve a prob I’ve had for 6 mo =epic even  though  u wrote in 10 min #CMWorld

TomMartin

 

A3: Publish  with what suits your company needs (strategy, create a strong  content calendar, use  internal resources to implement #CMWorld

lttlewys

 

You must be in a daily writing ‘mode’. When you are stories, content come  to light. Don’t overthink,  be open  to what’s  around you #cmworld

LoisMarketing

 

@LoisMarketing agree  and find that right match  of created/curated content.  #cmworld

SusynEliseDuris

 

A3: How often to publish? The eternal question. ;- #CMWorld

copyblogger

 

A3: In perfect  world, week daily content gives you the most search and social traffic benefits. #CMWorld

copyblogger

 

One could argue that if you don’t have enough valuable content to share to stay consistent you’re  problem  is not your marketing ;- #cmworld

Tracibrowne

 

@tracibrowne Correct…to @copyblogger ‘s point, you probably  aren’t focused enough on customer pain points.  #cmworld

JoePulizzi

 

@tracibrowne Lol!! It’s alwys a struggle to have  great  content, ask your community,  customers, learn about  what they need #CMWorld

lttlewys

 

@CMIContent Why make  something that should  be so clean  and straightforward so complicated? Many  seem determined to do so #cmworld

LoisMarketing

 

A3: Reality is, only publish as often as you can create solid, audience-focused content that meets your objectives. #CMWorld

copyblogger

 

@CMIContent A2: #smallbiz  should  first be sure  Google+Page and directories (Yelp, CitySearch, etc. are fully optimized.  Then  #cm. #CMWorld

StuartUffner

 

A3: There  is no “magic” formula for content publishing.  Be consistent, determine what works for your specific community  #CMWorld

lucasmillerwsu

 

A3: Remember, I started Copyblogger with two articles  a week.  But they were really solid, engaging and educational. #CMWorld

copyblogger

 

A3: Now we publish more because we have  the resources. Start and grow smart.  But get started. #CMWorld

copyblogger

 

@CMIContent A3: Weekly content for #smallbiz  should  do the trick. #CMWorld

StuartUffner

 

A3: Also remember that content marketing is more than  blog posts. Reports, audio  seminars, premium  content drive conversion. #CMWorld

copyblogger

 

A3: Make it a part of your weekly schedule. Set reminders to go off every 15 minutes until you get tired of hitting snooze #CMWorld

SamBrennand

 

A3: Like the 10-4-1 rule–10  Links to third-party artiles,  4 Links to company, 1 Link to a landing page/promo (it’s a good mix #CMworld

d3logic

 

A3: Like the 10-4-1 rule–10  Links to third-party articles,  4 Links to company, 1 Link to a landing page/promo (it’s a good mix #CMworld

d3logic                            

 

@CMIContent – I believe  it depends on the type of business, but I think a good rule of thumb would be 1x every  2 hours.  #SmallBiz #CMWorld

ThatsNickQ

Q4: What are some tips on #contentmarketing consistency for a small business owner/team? #CMWorld

 

If you sit or stand around “waiting” for just the right content you’ll miss many stories literally passing by you. #cmworld

LoisMarketing

 

A4: Choose one channel and one frequency that you can  be great.  Like @copyblogger did 2 blog posts per week.  #cmworld

JoePulizzi

 

A4 – We accomplish what we make room for. To write, “apply your pants to the seat of a chair.” #cmworld

Don_Sturgill

 

As a follower I feel overwhelmed w/daily content. But, to attract  Ur target  audience you need a daily mix of content n #CMWorld

Vnoreen

 

@vnoreen Daily content from one source, or from many? How do you decide what you open/read? #CMWorld

CMIContent

 

A4: I don’t believe  in a silver bullet for frequency.  I’ve seen almost every type of frequency work.  More is not always  better. #cmworld

JoePulizzi

 

@JoePulizzi True, there  is no magic pill but each SMB is diff, that’s where  research – create – test  is valuable to see what works. #cmworld

SusynEliseDuris

 

Q4: Properly laid groundwork  will help with consistency: a plan that matches goals, editorial calendars, etc. #cmworld

gabbklein

 

A4 Two words…editorial calendar. There  is a reason why publishing has  been working with these forever #cmworld

tracibrowne

 

A4: Re-Purpose content. Rehash some of that old, relevant content. Maybe it’s time for an update? #cmworld @CMIContent

ThatsNickQ

 

A4: Having an editor as part of the marketing organization is where one see great  content live and thrive. #CMWorld

vnoreen

 

Schedule/prioritize it RT @CMIContent: Q4: What are some tips on #contentmarketing consistency for a small business owner/team? #CMWorld

salmajafri

 

Content marketing should  also involve social media  — what you post and share, how you respond, how you follow up #cmworld

LoisMarketing

 

@joepulizzi There  is no “Silver Bullet” nothing is the same for every company! Need  to do what works for you!! #CMWorld

lttlewys

 

@lttlewys Yep…every SMB has  a different audience, niche and objectives. Can’t  duplicate someone else’s strategy. #cmworld

JoePulizzi

 

A4: Start slow, then grow to what you can  maintain/meet the needs of your community.  You don’t want to start  out too strong  #CMWorld

lucasmillerwsu

 

Q4: Figure out what matters most to your audience. Have, update and use  an editorial calendar to keep  you focused and on schedule. #CMWorld

BRGLiving

 

A4 – 1-strategy, 2-make sure  on brand/msg, 3-plenty of content that matches 1 & 2  4-create calendar 5- measure 6-test  7-revise #cmworld

SusynEliseDuris

 

@SusynEliseDuris We love how test and revise  are always  a common theme with you. So many  skip these critical steps. #CMWorld

CMIContent

 

A4: Consistency is driven by strategy and an editorial calendar. Be realistic, then  stick to it. Pro writers are used to this. #CMWorld

copyblogger

 

@copyblogger I seem to be on a twice a year  schedule for myself now…I find it’s really working for me ;- #notenoughtimeintheday #cmworld

tracibrowne

 

A4: and I wish there  was more emphasis and conversation around best  practices around building editorial calendar #CMWorld

vnoreen            

 

@vnoreen That’s  alwys a challenge, everyone uses their content calendar differ… needs to fit your needs. #CMWorld

lttlewys

 

A4: You have to look at your content as a publisher and not a marketer. Take the responsibilities that have been working for years #CMWorld

EntwineGroup

 

#CMI has  gr8 content abt that  @salmajafri @vnoreen: A4: I wish there  was more emph/conv on best  practices for bldg editorial cal #CMWorld

SusynEliseDuris

 

@vnoreen Here are some of our favorite templates, in the meantime! http://t.co/e0TzL0qr7S  #CMWorld

CMIContent

 

So, which content calendar are people using?? I tend to just stick with Google  calendar #CMWorld

Lttlewys

 

@lttlewys I’ve even  just used a boring old Word doc! #cmworld

gabbklein

 

WordPress has  great  ones. RT @lttlewys So, which content calendar are people using I tend  to just stick with Google  calendar  #CMworld

d3logic

 

@lttlewys I prefer hanging huge  paper calendars on my wall for my clients…that way I can’t  avoid looking at them #cmworld

tracibrowne

 

@lttlewys Excel doc that outlines  key dates, sources of information, lists of influencers, key topics,  keywords, etc #CMWorld

SamBrennand

 

@tracibrowne I use  a notebook and sticky notes, since  I don’t have  a real “office” #CMWorld

lttlewys

 

@tracibrowne haha I’ve used a huge  desk  planner too, staring  at me as I hold the mouse : #CMWorld

salmajafri

 

Just  popping  in to say that the best  editorial calendar is one that will ping you reminders if you get bogged down in other  tasks #CMWorld

Koozai_Cat                                     

 

@Koozai_Cat Pings  help.   But it’s the thinking that makes a calendar succeed or fail. I don’t need reminders of my dumb ideas. #CMWorld.

KatherineKotaw

 

@salmajafri out of sight out of mind is my biggest problem  #cmworld

tracibrowne

 

Torn between paper and going digital here  : @salmajafri @tracibrowne #cmworld

SocialChirps

 

@tracibrowne yups,  we need that kick in the pants (esp  to stay consistent and pen & paper is harder to ignore than  digital #CMWorld

salmajafri

 

Take a look at #CMworld for some expert  content marketing tips for businesses. Content marketing is only going to grow.

jambon_jovi

 

Q5: What tools or apps do you think are use  for #smallbiz  content marketers? #CMWorld

 

A5: Here’s a great  list of content tools from @leeodden that will help any SMB with #contentmarketing  http://t.co/ITvBP7pHRm #cmworld

JoePulizzi

 

@cmicontent big fan of smartphones – especially for photos — here’s 5 apps that I find truly helpful http://t.co/gbgUx20FbH #CMWorld

TomMartin

 

@CMIContent A5 Easy, basic  tools are TweetReach [who is tweeting about  topic]; Google  [time-specific  search], Topsy is so-so. #cmworld

njh287

 

@copyblogger – now would be a good time to pimp some of your #contentmarketing tools ; #cmworld

JoePulizzi

 

@CMIContent A5: We have  great  success using http://t.co/xhbTlie6QF to manage our time #CMWorld

Andrew_Isidoro

 

@CMIContent That and big yellow post-its  : #CMWorld

Andrew_Isidoro

 

@copyblogger how great  it would be if #biz owners can  embrace their fears? #cmworld

compellinadvert

 

Q5: It’s touch  to answer this question without mentioning our tools, but I think @JoePulizzi just gave  me permission. ;- #CMWorld

copyblogger

 

@cmicontent u welcome… here  is a bigger list — audio/video/photo apps/tricks for iphone  content creation http://t.co/fpUZ08kXGN #CMWorld

TomMartin

 

@ chriscelek big fan of voice to text software — I write blog posts whileI drive to/from work each day. Downtime becomes uptime.  #CMWorld

TomMartin

 

@CMIContent A5 The simplest #smallbiz  content tool is twitter’s Discover  tab. Another great, free tool is https://t.co/9NEoBbdOmM #cmworld

StuartUffner

 

A5: TweetDeck, Buffer App, and @SimplyMeasured – #smallbiz #cmworld @CMIContent

ThatsNickQ

 

Q5: Let me talk in terms  of objectives. The importance of research tools cannot be overstated.  #CMWorld

copyblogger

 

Q5: You have to understand you audience better than they understand themselves, and social and search is invaluable. #CMWorld

Copyblogger

 

@copyblogger I love using Google  Trends, and diving into the breakout terms  to see where  customers are heading. #cmworld

JoePulizzi                    

 

@joepulizzi Taking a trip down the “rabbit hole” usually produces some great  info for content!! #CMWorld

lttlewys

 

I wish someone would write content about  how to use  Google  Trends

(I can’t  figure it out @CMIContent @JoePulizzi @copyblogger #cmworld

tracibrowne

 

@tracibrowne @michelelinn – let’s do a post on 10 things you don’t know about  using Google  Trends. #cmworld

JoePulizzi

 

Yes, PLEASE RT @JoePulizzi @michelelinn – let’s do a post on 10 things you don’t know about  using Google  Trends. #cmworld

Tracibrowne

 

@tracibrowne @joepulizzi  @michelelinn – I’ll do the post if you want me to. #cmworld

ArnieK

 

@ArnieK ding ding ding…we  have  a winner. #cmworld

JoePulizzi

 

@joepulizzi I won! I won! Woohoo! #cmworld

ArnieK

 

I look forward to the post about  Google  Trends!   RT @JoePulizzi: @ArnieK ding ding ding…we  have  a winner. #cmworld #cmworld

lindadessau

 

@arniek I’ll connect with you after the chat.  Thanks for the offer – and I look forward to the post #cmworld

michelelinn

 

@JoePulizzi @copyblogger And visiting some prominent publications/blogs and seeing the most commented/shared posts can help. #cmworld A5

njh287

 

Q5: A big part of our Scribe  content marketing software is devoted to research. #CMWorld

copyblogger

 

Q5: To get the benefits of search traffic, content optimization is required. Also a big part of Scribe. #CMWorld

copyblogger

 

Research is key! RT @copyblogger: Q5: A big part of our Scribe content marketing software is devoted to research. #CMWorld

ArnieK

 

Q5: Finally, I’ll mention  data  and conversion optimization.  You shouldn’t sweat it too much  early on. #CMWorld

Copyblogger

 

Q5: For example, by observing traffic flows, we redesigned Copyblogger and increased our email signups by over 400% this year. #CMWorld

copyblogger

 

Q5: We did it with data, creative thinking, design, and our own Premise for WordPress software. #CMWorld

copyblogger

 

A5: When using @SlideShare, don’t just upload  last month’s keynote deck create something fit for purpose. #cmworld

TheSpav

 

Q5: And content promotion is crucial, as @derekhalpern mention, which Scribe also helps with

copyblogger

 

@copyblogger Brian, does Scribe (or other) also help with repurposing old content in addition to promoting it?

salmajafri

 

@salmajafri That’s  what our users do the most.  Older content can  be repurposed and optimized,  which brings big traffic benefits. #CMWorld

copyblogger

 

@copyblogger sounds great! I’m a fan of promoting  your best  stuff in more ways versus exhaustive creation to avoid overwhelm #CMWorld

salmajafri

 

@copyblogger Great  point.  So many  SMBs have  excellent stories, but they aren’t  using the asset properly and optimizing. #cmworld

JoePulizzi

 

@CMIContent Locality #smallbiz  can  narrow in on their local market with relevant content – OK, now I really must go! #CMWorld

Koozai_Cat

Q6: What are some #contentmarketing opportunities #smallbiz  has  that enterprise brands don’t? #CMWorld

 

A6: Smallbiz can  dominate an undiscovered niche much  easier than enterprise companies.  #cmworld

JoePulizzi

 

A6: SMB’s are able to be more agile, take bigger risks with their content, push  the envelope without as much  censure #CMWorld

lttlewys           

 

@lttlewys Agree.  SMB’s also closer  to senior-level folks that prospects/clients want to hear  from, can  reinforce  brand/leadership. #cmworld

njh287

 

A6: It’s same for all industries…like tech startups getting bought out by larger players. Smallbiz can get closer to customers #cmworld

JoePulizzi

 

@JoePulizzi true. However,  small tech co’s  have  to prove to prospects that they will be around. Startups have  taken  beatings. #cmworld

SusynEliseDuris

 

@SusynEliseDuris Yes, that’s  true with all small businesses. For us, getting to year  4 was magical.  #cmworld

JoePulizzi

 

@JoePulizzi :  It can  be done  – that’s  where  emot connection w prospect thru conten, understanding pain pts and prov solns  is key #cmworld

SusynEliseDuris

 

A6 You don’t have to sneak around all day avoiding the legal department? #cmworld

tracibrowne

 

A6 – SMBs are much more agile – less red tape – easier to get opp than enterprise. Another area where content can take lead. #cmworld

SusynEliseDuris

 

A6: #SMBs more free to take risks and experiment with forms of content that make  enterprises squirm  in the short term #CMWorld

SamBrennand

 

Q6: SMBs can  talk to many/most of their customers regularly to understand hot topics of interest #cmworld

SueBrady

 

Q6: Flexibility. Less  hoops to get through  to get a small project  done #CMWorld

SocialChirps

 

Q6: The advantage that SMBs have  over the enterprise is extreme agility. See what works and adapt rather  than  plod along.  #CMWorld

Copyblogger

Q6: Only the most enlightened enterprise content teams are agile. For SMBs, it’s a way of life by necessity. #CMWorld

Copyblogger

 

@copyblogger Yes, SBs can  become content marketing champions because survival means on-the-fly experimenting, not endless pondering #CMWorld

KatherineKotaw

 

Q6: I mean agile in execution, not objectives. As @GregBoser says, you can’t  just throw sh*t against the wall and see what sticks. #CMWorld

copyblogger               

 

I think thats  referred to as big budget syndrome MT @copyblogger … just throw sh*t against the wall and see what sticks.  #CMWorld #cmworld

tracibrowne

 

@CMIContent I find that #smallbiz  brands have  the potential  to be much more agile. Solid ideas + speedy implementation = Win! #CMWorld

Andrew_Isidoro

 

Q7: Are there certain social platforms  that work better  for #smallbiz content marketing than  others? #CMWorld

A7: I can’t  believe  more #SMB orgs aren’t  using @slideshare. #cmworld

JoePulizzi

 

Totally agree, esp  after LinkedIn bought  them RT @joepulizzi:  A7: I can’t believe  more #SMB orgs aren’t  using @SlideShare.   #cmworld

salmajafri

 

A7: But most important, just find where  your audience (customers or influencers, etc. are hanging out socially. #cmworld

JoePulizzi

 

@joepulizzi I think you need to take it further, not just find your customers/influencers but engage, build a relationship w/them #CMWorld

lttlewys

 

A7: Your best  social option may be a small forum specific to your industry.  #cmworld

JoePulizzi

 

@CMIContent @JoePulizzi Agree 100%,  would agree more if that were mathematically possible. Niche channels are often best  choice. #CMWorld

BrianCrouch

 

very true in manufacturing @JoePulizzi: A7: Your best  social option may be a small forum specific to your industry.  #cmworld

tracibrowne

 

@JoePulizzi Probably goes back to what @copyblogger said about doing research to find where  your customers are hanging out : #CMWorld

KyleAkerman

 

@CMIContent @JoePulizzi But #smallbiz  are more interested in ROI than anything.  How would a small forum generate customers & sales? #cmworld

StuartUffner

 

@StuartUffner Focus on subscribers. How are subscribers different than non-subscribers? Find that and you find ROI. #cmworld

JoePulizzi

 

@StuartUffner Until then,  you can  focus on SEO goals, social goals, lead quality, quantity,  cycle time, etc. #cmworld

JoePulizzi

 

@JoePulizzi Aren’t subscribers more useful for email marketing? #cmworld

StuartUffner

 

@StuartUffner Not email marketing as in offers, but email marketing as in delivering consistently epic content like a publisher  #cmworld

JoePulizzi

 

@JoePulizzi No denying  content’s king, but it’s an investment many #smallbiz  simply can’t  afford the way big brands can.  #cmworld

StuartUffner

 

@StuartUffner I hear  you but don’t believe  that at all. Agile content marketing is so much more affordable than  traditional #cmworld

JoePulizzi

 

@StuartUffner #contentmarketing can  be huge  competitive advantage and doesn’t have  to cost a lot of resources if there  is a plan #cmworld

JoePulizzi

 

@StuartUffner @JoePulizzi No company can  afford to ignore content and content marketing. Buy best  (not most you can  afford. #CMWorld

KatherineKotaw

 

A7: There’s certain social platforms  that make  more sense for specific verticals,  not necessarily small biz vs enterprise #CMWorld

lucasmillerwsu

 

A7 I think we’re back to last week’s discussion…best platform depends on objectives #cmworld

Tracibrowne

 

@tracibrowne Yep…although most businesses like to jump straight  to platforms  and channels, don’t they?  #cmworld

JoePulizzi

 

@JoePulizzi I think shiny object syndrome is a widespread marketer issue #cmworld

tracibrowne

 

@tracibrowne It’s a balance, where  are your customers and what are your objectives, then  pick the platform ;- #CMWorld

lttlewys

 

@JoePulizzi @tracibrowne Yep! I’m working now to create clear objectives and metrics.  Right now they’re  fuzzy. #CMWorld

KyleAkerman

 

Agree on the @slideshare conv – an amazing tool! #cmworld

SusynEliseDuris

 

@JoePulizzi What are your thoughts on Quora? #CMWorld

KyleAkerman

 

@KyleAkerman Quora  seems great  for certain  industries. Like tech software… #cmworld

JoePulizzi

 

@JoePulizzi @KyleAkerman Readership (usership? needs to increase before  it can  become a mainstream type of tool…#CMWorld

SueBrady

 

@JoePulizzi A7 Yes! Good  start  can  be: where are influencers in my field hanging out?  Check  Google  Analytics to see referrals. #cmworld

njh287

 

@njh287  here  is another process for defining where  your influencers/prospects are hanging out online http://t.co/9yWxMP94Kh #CMWorld

TomMartin

 

A7 Also linkedin is a good place for SMBs to post since many  are connected directly to their customers.#CMWorld

SueBrady

 

@SueBrady Esp.  for SMBs w/ more 1-on-1 relationships; sharing highly relevant content via LinkedIn/email  can  be great  & effective! #cmworld

njh287

 

forums and communities are superb for SMBs – even  consider a customer council. #cmworld

SusynEliseDuris

 

@copyblogger: What’s the best way to get #SMBs to shift from a reactive to proactive content strategy? Hardest thing for many to do

 

@SamBrennand I agree. But it’s a mix of both. Proactive planning and reactive adjustments in content execution. #CMWorld

copyblogger

 

@CMIContent I think it depends on the industry.  As always  your channels should  be defined  by your users. #CMWorld

Andrew_Isidoro

 

@CMIContent depends on the #Content U want to share! #article work on @facebook,while #images work well on @pinterest, @instagram #CMWorld

LucilleDivine

 

Q7: The best social media  platforms  for content marketing are the ones your audience uses. Period.  #CMWorld

Copyblogger

 

@copyblogger Problem is, most businesses define their audience as “any group of people that spends money.”

Douglasrice

 

@dougaserice @copybloggers Has, this is hilariously (depressingly?) true.

GregoryCiotti

 

@GregoryCiotti @douglaserice  Yes, that’s  a big problem.  The appeal to no one by trying to appeal to everyone with a credit card. #CMWorld

copyblogger

 

Agree @copyblogger – all-for-one-content never  pays  – SMBs get the FOMO syndrome I guess. #cmworld

SusynEliseDuris

 

@copyblogger what’s  your fav way/tool to define  which platforms  ur prospects use? #CMWorld

TomMartin

 

@TomMartin Multi-platform social search. We tend  to use  Scribe, ;- #CMWorld

copyblogger

Q8: #Contentmarketing is effective but it can take time to see results. What should  #smallbiz  do until they can  see results? #CMWorld

 

A8 continue with the cold calls #cmworld

tracibrowne

 

A8: For us, it took 9 months of consistent publishing  to see any kind of results from #contentmarketing #marathonnotsprint #cmworld

JoePulizzi

 

+1 RT @joepulizzi:  A8: For us, it took 9 months of consistent publishing  to see results from #contentmarketing #marathonnotsprint #cmworld

ArnieK

 

@ArnieK @JoePulizzi Six to nine months is normal.  But it takes off from there.  #CMWorld

copyblogger

 

@copyblogger @JoePulizzi Yep, we saw the same. After 1 year we stopped all paid advertising. #cmworld

ArnieK

 

A8: Keep Calm and Content Market On #CMWorld

lucasmillerwsu

 

A8: Stick to your strategy and goals, listen to your audience, cultivate your online presence and community  #CMWorld

lttlewys

 

A8: Use rent-to-own strategy.  Use paid media  to give your content a kick start.   Focus on your subscriber base. #cmworld

JoePulizzi

 

SMBs in particular  forget about  need for mix RT @JoePulizzi: A8: Use rent-to-own strategy. Paid media  to give content a kick start  #cmworld

SamBrennand

 

@CMIContent A8 Set smaller,  achievable goals  early on. Connect w/ an influencer, get an RT, increase Klout/followers, comment, etc. #cmworld

njh287

 

@JoePulizzi What did consistency look like for you? #CMWorld

BRGLiving

 

@BRGLiving When we started, I blogged three  times per week and one weekly enewsletter. Now daily blogs and lots of other  stuff. #cmworld

JoePulizzi

 

@cmicontent A8: #SmallBiz should  repurpose content for different mediums/formats while they wait for it to snowball  #CMWorld

salmajafri

 

@JoePulizzi Can you tell us what your content marketing resource situation is? How many employed or borrowed? #cmworld

tracibrowne

 

@tracibrowne Started with just me.   Now we have  12 FTEs and over 100 content contributors. That’s  in six years. #cmworld

JoePulizzi

 

Perhpas good lesson in letting go as well RT @JoePulizzi Started w/ just me  Now we have  12 FTEs and over 100 content contributors. #cmworld

Tracibrowne

 

@joepulizzi Those figures  sound so realistic  they are motivating @tracibrowne #CMWorld

salmajafri

 

A8: What should you do until content marketing results come  (6-9 months in? Stay calm, carry on, and observe carefully. #CMWorld

copyblogger

Q9: What are some ways small businesses can use  content curation? #CMWorld

 

@CMIContent can  you define  what you mean when you say “content curation”? #cmworld

tracibrowne

 

@CMIContent A9: Content curation  – bring the best content about your topic to your audience – save them time & provide value #cmworld

lindadessau

 

A9: Use curation  to drive influencer  strategy. Spread relevant influencer  content to audience to build relationships with key folk #cmworld

JoePulizzi

 

@CMIContent A9 Love this strategy! Collect tweets from a conference, stats on a topic, quotes/articles, best  practice samples, etc. #cmworld

njh287

 

@CMIContent A9: Find niche-driven content that hasn’t entered major media  sites, share to email Db & social audiences.  #CMWorld

BrianCrouch

 

@BrianCrouch Doesn’t even need to be esoteric. Many don’t have time/ability to track your industry’s news/insights. Do it for them! #cmworld

njh287

 

A9: Use content creation to share valuable info to customers, start conversations in the Community, meet  new people #CMWorld

lttlewys

 

A9: Almost every blog post should  integrate curation  in some way. Great journalists do that every  day. #cmworld

JoePulizzi

 

A9 Go to conference sessions your audience would benefit  by…then write down every  question asked and create content answering #cmworld

tracibrowne

 

A9: so true @joepulizzi  – marketers sometimes forget about  curated content piece. #cmworld

SusynEliseDuris             

 

@SusynEliseDuris @JoePulizzi Curation  also shows you’ve done your research and aren’t  creating content in a vacuum. #CMworld

TheSpav

 

@TheSpav @JoePulizzi right – curated content needs to match  to what your aud wants.  Your. audience. drives.  your. content. Always. #cmworld.

SusynEliseDuris

 

Q10: What are some examples of small businesses doing content marketing in a big way? #CMWorld

 

A10: Well, @copyblogger is a great  example of #contentmarketing success #cmworld

JoePulizzi

 

Also like @OpenViewVenture @RiverPoolsBlog as great  SMB examples. Also Lauren  Luke. #cmworld

JoePulizzi

 

yes, Lauren  Luke is a stunning example of solo-preneur @JoePulizzi #cmworld

tracibrowne

 

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