Content Marketing by Rob Fitzpatrick

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Information about Content Marketing by Rob Fitzpatrick
Business & Mgmt

Published on February 17, 2014

Author: Startupbootcamp

Source: slideshare.net

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Presentation about Content Marketing by Rob Fitzpatrick (Founder Centric) given on Startupbootcamp Alumni Summit 23 & 24 Jan '14 in London.

CONTENT Founder & GROWTH rob@foundercentric.com @robfitz

@FOUNDERCENTRIC WWW.FOUNDERCENTRIC.COM devin hunt JORDAN SCHLIPF salim virani rob fitzpatrick PRODUCT & UX SALES & INVESTMENT BUSINESS MODEL DESIGN & MENTORING CUSTOMER DEVELOPMENT & LEAN STARTUP ! ! ! !

Gabe is competing with Google on search

Are you... Building an empire, lighting a power-keg, or starting a movement? Gabriel Weinberg

Reality check! Every founder dreams of creating an empire and prays they’re sitting on a powder keg. ! But most of us are actually growing movements. We gain customers and fans one step at a time. There’s no magic bullet.

Mistake #1 They don’t pursue traction in parallel with product development

Why is it useful to explore early? 1. Initial customer development informs your product roadmap
 
 
 
 


Why is it useful to explore early? 1. Initial customer development informs your product roadmap 2. Launch with a nice base of initial users
 
 


Why is it useful to explore early? 1. Initial customer development informs your product roadmap 2. Launch with a nice base of initial users 3. Test messaging and distribution channels

Mistake #2 They didn’t spend enough time pursuing traction

How much time is it really worth? 1. Distribution is equally important as product
 
 
 
 


How much time is it really worth? 1. Distribution is equally important as product 2. You should be spending 50% of your time on it
 
 


How much time is it really worth? 1. Distribution is equally important as product 2. You should be spending 50% of your time on it 3. For tech people, you should probably bias it to 75%

Part I. Content

Beware! There’s more bad advice about marketing than any other part of starting up

“Always be blogging! Always be tweeting! Be active on Facebok!” Etc etc

Sanity check “Do more of everything” is not a strategy

(it is wild flailing from well-intentioned folks who don’t know what you should actually do)

Startups don’t starve; they drown. Shawn Carolan Menlo Ventures

What we need 1. Clear goal & targets !

What we need 1. Clear goal & targets 2. Simple daily process

What we need 1. Clear goal & targets 2. Simple daily process 3. Measurable results

Content marketing is powerful Two startups with the same product; one of them used blogging strategically

Absolutely true, it’s a completely unfair advantage, and it’s why so many people harp on folks to start things like blogs and mailing lists. ! When you want to do things like sell a book or a new startup you have a running start! Jason Cohen (on starting another company when he already has an audience of 50,000)

The goal Develop your sticky community funnel

The community funnel process 1. Traffic shows up
 
 
 
 
 
 
 


The community funnel process 1. Traffic shows up 2. You give away free gift & create value
 
 
 
 
 
 


The community funnel process 1. Traffic shows up 2. You give away free gift & create value 3. Exchange larger gift for permission to contact
 
 
 
 


The community funnel process 1. Traffic shows up 2. You give away free gift & create value 3. Exchange larger gift for permission to contact 4. Stay in touch, over-deliver value
 
 
 


The community funnel process 1. Traffic shows up 2. You give away free gift & create value 3. Exchange larger gift for permission to contact 4. Stay in touch, over-deliver value 5. Convert subscribers to paid customers of core product
 


The community funnel process 1. Traffic shows up 2. You give away free gift & create value 3. Exchange larger gift for permission to contact 4. Stay in touch, over-deliver value 5. Convert subscribers to paid customers of core product 6. Retain, up-sell, get referrals

The community funnel process 1. Traffic shows up 2. You give away free gift & create value 3.Exchange larger gift for permission to contact 4.Stay in touch, over-deliver value 5. Convert subscribers to paid customers of core product 6. Retain, up-sell, get referrals

If you only have the core product and not the full model, you don’t have enough flow and are tempted to incorrectly drop the price Daniel Priestly

We’ll need to design these 5 pieces 1. Free gift 2. Product for prospects 3. Stay-in-touch content 4. Core product (£) 5. Follow-on product (£££)

Discussion What are some gifts that are cheap for us to give away, and which create real value for visitors?

Gifts Educate Inform Amuse Inspire

Gifts Educate Inform = Content Amuse Inspire

Content is the keystone of inbound marketing. Without content, there’s no SEO, no social media, no community, and no revenue. Rand Fishkin

To create value, the content needs to be exceptional ! (which is different from perfect)

Content is great 1. Fast & cheap to produce 2. Free & instant to distribute 3. Measurable 4. Lets you begin building audience before product is finalized 5. Repeatable

Your startup has a mission, right? Startups are designed to either create joy or remove pain

Your content has a mission too. What do they get for their time? This is all about helping ____________ learn/be/do __________.

Tip Your content shouldn’t do exactly the same thing as your product. Rather, it should be interesting for the sort of person who might also want your product. ! For example, if your product is healthy snack food, your content could be about helping busy parents create a healthy home and happy kid.

120 seconds. Make as many as you can. This is all about helping ____________ learn/be/do __________.

That’s the value proposition of your gifts and content marketing

Design your funnel products 1. Free gift 2. Product for prospects 3. Stay-in-touch content 4. Core product (£) 5. (optional follow-on products)

Part II. Simple daily process

The process 1. Make things

The process 1. Make things 2. Tell people

The process 1. Make things 2. Tell people 3. Repeat

The content creator’s spiral of death 1. Decide you’ll write every time you have a “good idea”. 2. Wait months. 3. At last, inspiration has struck! 4. Treat it like your baby. Protect & perfect it. 5. Takes time. Finally finish. 6. Traffic doesn’t change 7. Not worth it. Give up.

Most common content failure “What should I say today?”

Marketing is work (not inspiration) Community growth: 2 years of writing when inspiration struck vs. 3 months of writing daily (from roughly 0 to 250,000 monthly visitors)

Best practice Put your marketing on autopilot by deciding: ! 1. What you’ll create and how often 2. Where you’ll announce it

Example: tools for writers This is all about helping new authors get their first book finished ! !

Example: tools for writers This is all about helping new authors get their first book finished ! 1. Daily inspirational mini-posts
 


Example: tools for writers This is all about helping new authors get their first book finished ! 1. Daily inspirational mini-posts 2. Helpful weekly newsletter


Example: tools for writers 1. Daily inspirational mini-posts 2. Helpful weekly newsletter
 
 
 


Example: tools for writers 1. Daily inspirational mini-posts on pinterest 2. Helpful weekly newsletter 
 
 
 


Example: tools for writers 1. Daily inspirational mini-posts on pinterest 2. Helpful weekly newsletter of an author interview talking about writer’s block

Remember Don’t make a decision every day if you can just make it once! ! (but of course, be ready to make a new decision if this one isn’t working)

It’s broader than consumer apps 1. B2E? Build credibility 2. Growing? Find key hires 3. Other situations?

What’s your content cycle? 1. How often? 2. What is it, exactly? 3. Where does it go?

Best practice Reduce the cost by: ! 1. Front-loading the creative burden 2. Removing friction from creation through batching, outsourcing, and setting up a content creation flow

Example: tools for writers 1. Spend 2 hours today finding several dozen quotes, then outsource the design and daily posting to a student
 
 
 
 
 


Example: tools for writers 1. Spend 2 hours today finding several dozen quotes, then outsource the design and daily posting to a student 2. Email all your favorite writers today to ask for interviews. Record the skype calls as soon as possible and send the audio to your student helper for transcription and editing

More examples • 
 
 
 
 
 
 
 
 
 Twitter important to you? Use bufferapp.com and ifttt.com to automate


More examples • • Twitter important to you? Use bufferapp.com and ifttt.com to automate Making lots of video content? Set up a permanent studio for lighting & recording in your flat
 
 
 
 
 
 


More examples • • Twitter important to you? Use bufferapp.com and ifttt.com to automate Making lots of video content? Set up a permanent studio for lighting & recording in your flat Spending forever perfecting your blog posts? Write outlines and then pay a grad student £10 to edit
 • 
 
 


More examples • • Twitter important to you? Use bufferapp.com and ifttt.com to automate Making lots of video content? Set up a permanent studio for lighting & recording in your flat Spending forever perfecting your blog posts? Write outlines and then pay a grad student £10 to edit Wasting time on fancy graphs? Use tools like infogr.am to trivialize the process
 • • 
 


More examples • • • • • Twitter important to you? Use bufferapp.com and ifttt.com to automate Making lots of video content? Set up a permanent studio for lighting & recording in your flat Spending forever perfecting your blog posts? Write outlines and then pay a grad student £10 to edit Wasting time on fancy graphs? Use tools like infogr.am to trivialize the process Video editing taking forever? Adjust your style & content to work with socialcam.com in one take

Mistake #3 They didn’t take advantage of microopportunities

Micro-opportunities Micro-opportunities are little chances to grow which appear unexpectedly and temporarily. ! E.g. responding to a story in the press or trying a newly created advertising platform.

Each of the letters was a successful micro-opportunity for growth

This week, for example, Instagram is launching their new ad platform

You have to be watching, flexible and creative. ! So you need to be spending enough time on it. Gabriel Weinberg

Mistake #4 They were biased toward or away from certain traction verticals

Traction comfort zones Every startup relies on blogging, twitter, and Adwords. They can’t be the solution for everyone. What about billboards? PR? Publicity stunts? Direct sales? Lead generation? Snail mail? Sometimes the weird stuff works.

Mistake #5 They didn’t take a systematic approach to getting traction

The usual approach is to build the product, then frantically try to figure out how to promote things, then haphazardly attempt the obvious stuff Gabriel Weinberg

Discussion We know about product MVPs. ! What would a traction MVP look like? What are some examples?

The traction process 1. Have an educated guess at a few traction verticals
 
 
 
 
 
 


The traction process 1. Have an educated guess at a few traction verticals 2. List them all out in order of potential usefulness
 
 
 
 


The traction process 1. Have an educated guess at a few traction verticals 2. List them all out in order of potential usefulness 3. Approach the most promising verticals (say five) with small but effective tests
 


The traction process 1. Have an educated guess at a few traction verticals 2. List them all out in order of potential usefulness 3. Approach the most promising verticals (say five) with small but effective tests 4.If one or two out of the initial five seem promising, focus hard on them

Build the funnel to “catch” traffic 1. Free gift 2. Product for prospects 3. Stay-in-touch content 4. Core product (£) 5. (Optional follow-on product)

Founder Centric HERE TO HELP! rob@foundercentric.com @robfitz Learn more! bit.ly/fc-list

Workshop! We’re going to front-load the creative burden of “what to write” by coming up with your manifesto ! 1. You’ll soon have a pile of raw ideas 2. Later, turn them into content marketing

Rules 90 seconds per trigger question ! Come up with as many ideas as you can, one idea per card. Don’t self-censor. ! Remember who you are trying to help!

90 seconds “It is absurd that…” ! What’s wrong with your industry? With the world? Pick a fight! You

90 seconds “Always/never do X” ! Nothing like a good ultimatum. Take a stand. What are the non-negotiables? You

90 seconds What are the must-read books and authors for your visitors? ! Making recommendations for other good content is easy and valuable. Why do you like these sources? You

90 seconds Mistakes were made! ! What are the most common blunders people fall for when trying to accomplish this? Bonus points if you can share personal failure tales. You

90 seconds What’s the most common bad advice? ! Who gave that moron a microphone!? What’s the most popular advice in this area that you totally disagree with? You

90 seconds What are the recent questions you’ve been asked? ! Get into the habit of writing down the questions customers ask you about the industry - every answer is a bit of content marketing in disguise! You

3 minutes Working in pairs, help each other turn as many ideas as possible into strong titles that make a bold claim. ! Once you have the title, creating the rest of the content is easy.

My process 1. Capture loads of ideas 2. Ideas -> Titles -> Drafts -> Scheduled backlog 3. Don’t obsess; publish 2nd drafts 4. Automate promotion 5. Ignore analytics 6. Write a little every day

Founder Centric HERE TO HELP! rob@foundercentric.com @robfitz Learn more! bit.ly/fc-list

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