JOE PULIZZI, CEOhttp://www.contentmarketinginstitute.comTwitter: @juntajoeTOM PISELLO, Chairman & Founderhttp://www.alinea...
Agenda•   Trends, Research and What to Do About It?•   How do You Compare? Content Marketing Assessment Tool•   Next Steps...
Content MarketingTrends, Research andWhat To Do About ItJoe PulizziExecutive Director, Content Marketing Institute        ...
AreMarketersPublishers?          © 2011 Alinean, Inc.                                 4
© 2011 Alinean, Inc.                       5
© 2011 Alinean, Inc.                       6
© 2011 Alinean, Inc.                       7
© 2011 Alinean, Inc.                       8
© 2011 Alinean, Inc.                       9
© 2011 Alinean, Inc.                       10
Publishing Is?• Publishingis the process of production and dissemination of information – the activity of making informati...
Former Barriers to Entry• Content     Acceptance• Talent• Technology• Databases                           © 2011 Alinean, ...
The Difference?            Marketers   Publishers   © 2011 Alinean, Inc.                                                  ...
14                  Shutterstock© 2011 Alinean, Inc.
Content Marketing is…Marketers as PublishersOwning the media, not Renting the mediaAttract and/or retain customers by crea...
© 2011 Alinean, Inc.                       16
© 2011 Alinean, Inc.                       17
Participant Demographics                           © 2011 Alinean, Inc.                                                  18
© 2011 Alinean, Inc.                       19
Content Marketing Budgets                            © 2011 Alinean, Inc.                                                 ...
Content Marketing Spending Growth                                    © 2011 Alinean, Inc.                                 ...
22                  Shutterstock© 2011 Alinean, Inc.
23                  Shutterstock© 2011 Alinean, Inc.
© 2011 Alinean, Inc.                       24
© 2011 Alinean, Inc.                       25
Content MarketingHow do You Compare?Tom PiselloChairman & Founder, Alinean, Inc.                                    © 2011...
Content Marketing Assessment Tool•   For Marketers    – Confirm content marketing spending, tactics and effectiveness    –...
Gives & Gets•   Give    – 8 to 10 minutes    – 26 questions•   Get    – 26 page research report    – Completely customized...
Accessing the Tool                     © 2011 Alinean, Inc.                                            29
Getting Started                  © 2011 Alinean, Inc.                                         30
Organization Profile                       © 2011 Alinean, Inc.                                              31
Go-To-Market Profile                       © 2011 Alinean, Inc.                                              32
Goals and Measurement                        © 2011 Alinean, Inc.                                               33
Management             © 2011 Alinean, Inc.                                    34
Strategy           © 2011 Alinean, Inc.                                  35
Spending           © 2011 Alinean, Inc.                                  36
Effectiveness                © 2011 Alinean, Inc.                                       37
Assessment Results                     © 2011 Alinean, Inc.                                            38
Personalized Research / Analysis Report                                          © 2011 Alinean, Inc.                     ...
Tool Tips and Tricks•   Use Tip Help (i) icons•   If a group, answer as a group    – Workshop    – Use collaborate button ...
Next Steps•   Take the personalized content marketing assessment:    http://www.contentmarketinginstitute.com/assessment/•...
Q&Ahttp://www.contentmarketinginstitute.com/assessment/                                                © 2011 Alinean, Inc...
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Increase content marketing effectiveness via Content Marketing Assessment Tools

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Do you ever wonder whether your current B2B content marketing investments are optimized and how these efforts compare to your peers and best practice leaders?

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Increase content marketing effectiveness via Content Marketing Assessment Tools

  1. 1. JOE PULIZZI, CEOhttp://www.contentmarketinginstitute.comTwitter: @juntajoeTOM PISELLO, Chairman & Founderhttp://www.alinean.comTwitter: @tpisello Content Marketing: How do you Compare? Research and Tools to Take your Content Marketing to the Next Level
  2. 2. Agenda• Trends, Research and What to Do About It?• How do You Compare? Content Marketing Assessment Tool• Next Steps• Questions & Answers © 2011 Alinean, Inc. 2
  3. 3. Content MarketingTrends, Research andWhat To Do About ItJoe PulizziExecutive Director, Content Marketing Institute © 2011 Alinean, Inc. 3
  4. 4. AreMarketersPublishers? © 2011 Alinean, Inc. 4
  5. 5. © 2011 Alinean, Inc. 5
  6. 6. © 2011 Alinean, Inc. 6
  7. 7. © 2011 Alinean, Inc. 7
  8. 8. © 2011 Alinean, Inc. 8
  9. 9. © 2011 Alinean, Inc. 9
  10. 10. © 2011 Alinean, Inc. 10
  11. 11. Publishing Is?• Publishingis the process of production and dissemination of information – the activity of making information available for public view. http://en.wikipedia.org/wiki/Publisher © 2011 Alinean, Inc. 11
  12. 12. Former Barriers to Entry• Content Acceptance• Talent• Technology• Databases © 2011 Alinean, Inc. 12
  13. 13. The Difference? Marketers Publishers © 2011 Alinean, Inc. 13
  14. 14. 14 Shutterstock© 2011 Alinean, Inc.
  15. 15. Content Marketing is…Marketers as PublishersOwning the media, not Renting the mediaAttract and/or retain customers by creating/curating valuable and compelling content on aconsistent basis to maintain or change abehavior. © 2011 Alinean, Inc. 15
  16. 16. © 2011 Alinean, Inc. 16
  17. 17. © 2011 Alinean, Inc. 17
  18. 18. Participant Demographics © 2011 Alinean, Inc. 18
  19. 19. © 2011 Alinean, Inc. 19
  20. 20. Content Marketing Budgets © 2011 Alinean, Inc. 20
  21. 21. Content Marketing Spending Growth © 2011 Alinean, Inc. 21
  22. 22. 22 Shutterstock© 2011 Alinean, Inc.
  23. 23. 23 Shutterstock© 2011 Alinean, Inc.
  24. 24. © 2011 Alinean, Inc. 24
  25. 25. © 2011 Alinean, Inc. 25
  26. 26. Content MarketingHow do You Compare?Tom PiselloChairman & Founder, Alinean, Inc. © 2011 Alinean, Inc. 26
  27. 27. Content Marketing Assessment Tool• For Marketers – Confirm content marketing spending, tactics and effectiveness – Identify improvement opportunities – Get advice on recommended improvements• For Consultants / Agencies – Engage prospects with provocative insights – Deliver consultative advice based on research insights• Goal: Make the research dynamic / personalized for every organization – Provide specific peer comparisons – to averages and leaders – Illuminate only relevant opportunities for improvement – Deliver specific recommendations to help improve content marketing effectiveness and ROI © 2011 Alinean, Inc. 27
  28. 28. Gives & Gets• Give – 8 to 10 minutes – 26 questions• Get – 26 page research report – Completely customized for you © 2011 Alinean, Inc. 28
  29. 29. Accessing the Tool © 2011 Alinean, Inc. 29
  30. 30. Getting Started © 2011 Alinean, Inc. 30
  31. 31. Organization Profile © 2011 Alinean, Inc. 31
  32. 32. Go-To-Market Profile © 2011 Alinean, Inc. 32
  33. 33. Goals and Measurement © 2011 Alinean, Inc. 33
  34. 34. Management © 2011 Alinean, Inc. 34
  35. 35. Strategy © 2011 Alinean, Inc. 35
  36. 36. Spending © 2011 Alinean, Inc. 36
  37. 37. Effectiveness © 2011 Alinean, Inc. 37
  38. 38. Assessment Results © 2011 Alinean, Inc. 38
  39. 39. Personalized Research / Analysis Report © 2011 Alinean, Inc. 39
  40. 40. Tool Tips and Tricks• Use Tip Help (i) icons• If a group, answer as a group – Workshop – Use collaborate button to share input / results asynchronously• Don’t focus on issues alone …. Kudos are in order!• For most relevant insight / advice – Can do Overall Company, however …. – Best used for each Business Unit vs. Overall Company• Track over time – Report card vs. prior reports – Benchmarks updated every quarter © 2011 Alinean, Inc. 40
  41. 41. Next Steps• Take the personalized content marketing assessment: http://www.contentmarketinginstitute.com/assessment/• Get answers to 50 common content marketing questions: http://bit.ly/50contentquestions• Content Marketing World: September 6 - 8 http://www.contentmarketingworld.com/• Contact us for a complimentary 30-minute consultation: Robert@junta42.com © 2011 Alinean, Inc. 41
  42. 42. Q&Ahttp://www.contentmarketinginstitute.com/assessment/ © 2011 Alinean, Inc. 42

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