To become successful with your content marketing strategy, you've got to get your mindset right. Providing true, overwhelming value before you even ask for the sale is the first key. Find out what the other four keys are.

1. Content Marketing and
Conversion
How to Create a Content Strategy that Drives Sales
Fernando A. Labastida
Small World Labs

2. Fernando Labastida
http://www.linkedin.com/in/flabastida
@flabastida
• Customer Success Manager Small World
Labs www.smallworldlabs.com
• Founder Latin IT Marketing
www.latinitmarketing.com
• Organized first Latin America Track at
South by Southwest Interactive
http://www.sxsw.com/interactive
• Helped organize debut edition of
Americas IT Forum
www.americasitforum.com
• Speaker at upcoming conference Engage
Mexico www.engagemexico.com

3. What is Content Marketing?
Content Marketing means creating and sharing valuable
free content to attract and convert prospects into
customers, and customers into repeat buyers. The type of
content you share is closely related to what you sell; in
other words, you’re educating people so that they know,
like, and trust you enough to do business with you.
Source: Copyblogger

4. The problem
The web has fundamentally
changed the dynamic for
customer communications
Is this a problem…or an opportunity?

5. The problem – and the opportunity
Source: worlwidewebsize.com

6. The media monopoly is gone

7. The playing field has leveled

8. The 5 Steps to a Successful Content
Marketing Strategy
• Provide overwhelming value
• Focus on your customer– not your product
• Become the media
• Use your content as market research
• Get them to subscribe

9. Provide
Overwhelming Value

10. Entreproducer:
“If you feel like you’re giving
away too much, you’re on the
right track…”

11. The Potlach
“The status of any given family is raised not by
who has the most resources, but by who
distributes the most resources. ”
Source: Wikipedia

12. Law of Reciprocity – Robert Cialdini
As humans, we prefer to
return favors or debts,
because we generally feel
uncomfortable feeling
indebted to somebody

13. Copyblogger

14. Content Marketing Institute

15. Jeni’s Splendid Ice Cream:
Jeni’s at Home

16. Focus on your customer,
not your product

17. More than just a persona
Persona + Unmet need =
content marketing success

18. Rock’N’Realty: Content for Vegans and Music
Lovers in Austin http://rocknrealty.net

19. Become the media

20. Source: The Promo Blog

21. Produce media on a regular schedule
– become an addictive habit
“The more content
I can put out, the
more luck I have,”
Gary Vaynerchuk
Source: Forbes

22. The First Soap Opera
P&G’s As The
World Turns
Source: Forbes

23. Being the Media
• A regular schedule (editorial calendar)
• Content types for your personas
• Guest appearances

24. Share content through
3rd party sources
Guest appearances
was one of Lil
Wayne’s “secrets to
success.” Guest
blogging will be one
of your secrets to
success too

25. Sharing content through social media
“it’s not good enough to just produce long
form content; you have to put out micro-
content to drive awareness to it,”
Gary Vaynerchuk

26. Use your content as a
market research tool

27. Minimum Viable Audience
“I learn more from serving an online audience
than any other approach I’ve taken
to truly understanding a market.”
Brian Clark, Entreproducer

28. Content Research
• Analytics
• Comments section
• Social media feedback

29. James Altucher shares posts through Facebook first before posting to
his blog

30. Get them to subscribe

31. Content Marketing Institute Email
Marketing study – the average CMI
subscriber:
• Was more likely to attend our events and purchase our
products
• Was more likely to share our content with their
networks
• Closed three times faster than a non-subscriber, once
he or she had entered our sales process (for our
consulting service).
- Joe Pulizzi, Content Marketing Institute

32. Thank you very much!