Instead of pushing out news, there’s an opportunity for startups and brands to become the source and act like newsrooms. And producers. Rather than waiting for a PR person to get them the holy grail – a hit in TechCrunch, Mashable, Business Insider – organizations can become hubs that develop and distribute their own stories and news directly. Create dazzling content in print and multimedia. And build trusted relationships with people who can help spread the word. Last year at SXSWV2V – a new conference for startups and funders produced by the talented folks behind SXSWi, – I met many smart and innovative entrepreneurs. Each had a story to tell. But even the ones with the most outstanding ideas were often missing one key component: standout content marketing strategies that integrated paid, earned, owned and shared media. Making and sharing their news. That’s the subject of the workshop I conducted at SXSW V2V, a high-energy, interactive, hands-on approach on how startups can turn PR inside out and become a media outlet. It’s not hard, but it takes time and requires a catalyst in the company, creativity, and a long-term commitment. The deck contains tips and advice on how to kickstart a content marketing program, engage communities and strategically combine publishing and publicity to build awareness and their business. Here's a link you can copy and paste that takes you to a blog post I wrote with 10 tips on how to get started: http://martinwaxman.com/2014/07/16/supercharged-storytelling-for-startups-at-sxswv2v-10-ways-to-get-started/.

1. Supercharged Storytelling for
Startups
Martin Waxman
July 14, 2014

2. What a weird and wonderful world we live in

3. Good to meet you IRL

4. A perfect storm

5. Search me…
Ontogeny recapitulates phylogeny
Is semantic search
the end of
serendipity?

6. The new generation gap

7. Mobility means
never having to say
you can’t reach me

8. The face of new media
We do the programming
but we don’t get paid

9. You’ve got a great idea and want to break
through

10. What’s your
elevator pitch?

11. What is social media?

12. Relationships and connections!

13. How about new PR?

14. It’s not just this…

15. Or this…

16. Community management is the new PR

17. And there’s another important
‘C’ word

18. Content

19. What is Content?
Your entire web
presence and all
your offline assets

20. Start by listening
Engage
Listen
Connect

21. Act like a newsroom

22. Think like a publisher and a publicist
• 3Es of content
▫ Educate
▫ Entertain
▫ Engage

23. Develop an editorial calendar
• Series vs. one-off
• Reuse in the
extreme

24. Create remarkable stories…but don’t pollute
We’re all in
showbiz

25. Help, don’t sell
Own the long tail of search

26. Tie it into measurable goals

27. Hub and spoke model
Traditional
marketing & PR

28. Getting started:
10 things to do

29. 1. Change your mindset

30. 2. Find and refine your story

31. 3. Build your hub

32. 4. Pick your channels

33. 5. Get organized

34. 6. Be brutally honest about what’s news

35. 7. Lights, camera, action

36. 8. Syndicate

37. 9. Ditch the press release

38. 10. Build relationships from the ground up

39. A life of its own
1. Mobile mindset
2. Story
3. Hub
4. Channels
5. Honesty
6. Organize
7. Video
8. Syndicate
9. Ditch the release
10. Relationships

41. Start on the inside with a publishing
strategy – an approach to content
that’s based on what you do better
than anyone else.
Then find, engage and listen to
customers and build a community
based on helping and trust.
Once that’s in place, think about the
kind amplification you get from
publicity - as in making your story
public - and how to get your
community involved.

42. Thank you!

43. Contact
Martin Waxman
martinwaxman@gmail.com
Blog: myPALETTE
Twitter: @martinwaxman
Inside PR