If your marketing and sales program incorporates content marketing as one of ways in which you attract and retain clients, then it makes sense to base the content component on a model that supports demand.

1. Marketing Strategies for Businesses
Content Marketing: How to Build
a Sustainable Model

2. Resource Recognition
• “The greatest waste … is failure to use the
abilities of people…to learn about their
frustrations and about the contributions that
they are eager to make.”
Out of the Crisis - W. Edwards Deming
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3. Social Marketing Short Course
• Your company is successful
– The fact that you’re still standing says
a lot about your expertise, tenacity,
and business savvy
• Social marketing makes those
differentiating qualities apparent – and
available - to your customers
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4. Social Marketing Short Course
• Value-adding qualities differentiate you
from competitors
– They sell inexpensive widgets
– You offer crafted products that save
time and money
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5. Social Marketing Short Course
• In the brick and mortar world, clients
come to your business to learn
– Your insights & knowledge support
informed decisions
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6. Open & Available 24/7/365
• Blogs and other social media platforms
broadcast your expertise
– All day…every day
– Increased precision, expanded reach
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7. Creating a Sustainable Content
Marketing Program
• Blogs can be like pre-Internet print
newsletters
– Many die because they are under-
resourced
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8. Creating a Sustainable Content
Marketing Program
• A dead blog repels search engines
– If content isn’t “fresh”, search
engines seek other sources
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9. Look Inward: Thou Art the Expert
• Before you commit to a blog, identify
your internal experts
– Look carefully…without
organizational bias
• Example = logistics staff have
insights that production staff may
not
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10. Look Inward: Thou Art the Expert
• Work with your experts to discern their
skills, insights, and interests
• Agree upon a calendar of blog topics
• Provide support as needed
• Use the activity to strengthen working
relationships
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11. Look Inward: Thou Art the Expert
• Focus on mutually beneficial
objectives:
– Increased customer loyalty
– Stronger revenue stream
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12. The Secret to Success?
Attainable Goals
• 200 words is better than zero words
• Once a week is better than once a
year
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13. Partner With the Experts at 2 Ten
• Twenty years of marketing, sales and
professional writing experience
– Clinical research, healthcare, and
scientific consulting industries
• Original, creative content
– Blogs, press releases, collateral,
white papers, surveys
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14. 2 Ten, LLC
Professional Marketing Services
Jared Byer
Principal, 2 Ten, LLC
jared@2tenllc.com
913.980.0028
@2tenllc
www.2tenllc.com
2 Ten, LLC is a veteran-owned business
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