1. Content Marketing For Small Business
David Polivy
Tahoe Mountain Sports

2. Ready, Set, Go!
AGENDA:
• Who am I and why am I here?
• What is content marketing?
• Why take part in content marketing?
• Examples of how it works – Video, Social, Blog
• Whoa! Times Up – Let’s Go Have a Beer!

3. Tahoe Mountain Sports
• In business since 2006,
started as online only
• ~20% growth YOY, 7 FT/YR
employees
• Now, 2500s.f. store in KB,
60% sales online/40% in
store
• Omnichannel Retail
model
• #2 Specialty Outdoor
Retailer for Youtube Views
(over 600,000)
• FB Fans: 9500+
• Twitter: 1007+
• Instagram: 525+
I want you to leave with:
• Actionable items that
you can execute on
asap
• An understanding of
the ways in which you
can perform content
marketing
• Be energized to tell
your story!

4. What is content marketing?
• “Content marketing is any marketing format that
involves the creation and sharing of media and
publishing content in order to acquire customers.” –
Wikipedia
• “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.” – Copy Blogger

5. • What Will You Get Out of It?
– More Likes, followers, fans, etc…
– More people talking about your pages ,visiting your website
– More check-in’s, in-store redemptions, word of mouth
– Email addresses
• Sales, Referrals, Leads, Subscriptions
• How you execute post-content
• Why Do It?
– It’s FREE – sort of
– It’s Fun – most of the
time
– Engages your team, staff,
consultants, etc….
– It’s unique
– It will set you apart
because you are trying!

6. The Tahoe Mountain Sports Strategy
Video * Social/Storytelling * Blogging
What is your strategy going to be?
Pick 1 and give it a try!

7. Video
Single Backpack Review – 26k views over 2
years – 4 mins long
About Us Video– 1500 views over 2 years – 2
mins long
Buying Guide Video– 6200k views over 6
months – 5 mins long
Product Category How To Video – 18k views
over 2 years – 7 mins long

8. Video Cost/Benefit Analysis – Is this
right for my business?
Costs:
Filming, Editing, Props, Sets, Resources, Time,
Copyright Issues, etc….
Benefits:
Customer Service, Personal Touch, Traffic/Visits,
Search Engine Positioning (Google Owns
Youtube), Follow Up Leads/Sales, Conversions

9. Social Media/Storytelling
Collaboration between Brand, Retailer &
Affiliate (Content aggregator/referrer)
•Brand Goal – Raise awareness for their
women’s line of packs
•Affiliate Goal – Develop extensive series of
stories to focus on during summer
•Retailer Goal – Sell stuff!

10. Social Media/StoryTelling Results
Costs
Dollars - $2500 Split between Retailer and Brand (Mostly for site
placement and product review compensation)
Time – From our perspective, minimal (5-10 hours)
Benefits
Content – 3 months worth of social posts from product reviews,
giveaway announcements, special deals
Reach (Part 1) – Industry took note, highlighted the partnership
Reach (Part 2) – Other pubs, outlets, bloggers, social media
properties took note and reposted/repurposed content with links
and credits
ROI (Part 1) - $8000 directly from active campaign but $16000+ and
ongoing from relationship developed
ROI (Part 2) – Over 1100 qualified and opted in email addresses
added to our database. Over 1-2 years, this could result in $20k+ in
sales

11. Blogging
1) Integrate 2) Keep Fresh 3) Allow Guests 4) Try Not To Sell 5) Be Professional
6) Ensure You Link In and Out (if necessary) 7) Promote via Social 8) Tell a
Story

12. Blogging
See the similarities to the Video topics?
What’s Different? The ability to tell a story and
provide details!

13. Blogging Results
Costs
Dollars – Cost of paying the writer be it your staff person, you or a
guest poster
Time – 1-5 hours depending on subject matter, research, details, etc
Benefits
Easiest to Execute on by far
Content – Ongoing availability of material for cross promotion, Long
lasting and reusable, Timely
Reach - Search Engines, Partner trade, Partner recruitment,
Syndication
Authority – Trusted source, Expert on topic, Others start coming to
you
Linking – Inbound and outbound linking – Google likes this
ROI – Compounded over time, In the many thousands, Over 15% of
sitewide conversions visited the blog at some time during their
buying process

14. Measureable ROI
Determine What’s Most Important to Your Business
How Are You Going to Execute Post Content?
What Are You Going To Do With Your Content?
Sales, Emails, Prospects, Follow Up & Convert!

15. Thank You and Now Go Play Outside!!!!!!