Most small business owners and entrepreneurs think that a good content marketing strategy is to push out more content. But yesterday, Nov. 13 at the Content Marketing Master Class in New York, Joe Pulizzi, founder of the Content Marketing Institute, immediately debunked that myth. Speaking to a packed room at the Metropolitan Pavilion in the Chelsea neighborhood, Pulizzi recommended using less content and instead knowing the why behind the content.
This is good news for entrepreneurs and small business owners, who may wonder if they have the budget for a content marketing program. However, content marketing requires strategy, and Pulizzi and the rest of the speakers provided valuable insight and advice.
For example, small businesses actually have an advantage when it comes to content marketing, according to Robert Rose, chief strategist at the Content Marketing Institute. Small businesses can immediately start a content marketing strategy because the owners have control – and have fewer people to hit up for approval.
Content strategy also doesn’t have to be entirely about the company. Rose cited a press release that Eloqua, a marketing automation company, issued after one of its competitors being purchased by Oracle. Instead of focusing on Eloqua, the company wrote the release around what the Oracle purchase would mean for the industry. They successfully changed the story, according to Rose, and closed $1 million worth of business – all because of a press release.
In the “more isn’t always better” vein, Rose noted that more website traffic gleaned from a clever SEO strategy does not necessarily mean a company has a good strategy. Marketers need to look at the bounce rate – the rate of visitors leaving the site without visiting any of the other pages on the site – to determine if the site is a “Teflon” site or one that actually engages customers, he said.
Finally, content needs to have a unique point of view. As an example, Rose pointed to home improvement contractors that post “The Top 10 Reasons to Get Aluminum Siding.” It’s not a unique point of view, and prospective customers can find that information almost anywhere else. What they need, Rose said, is something different.
“Our job as marketers is to take something –a box, a table, a computer – and describe it so cleverly that people want to buy it,” Rose said. “As we create content and move forward, our job is not to describe but to become – become a media company, become the value, become a differentiator.”