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!
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
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
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
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
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
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
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
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
@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
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