December Luncheon 2012 - Joe Pulizzi - Essential Content Marketing Initiatives You Shouldn't Be Without

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Customers are getting smarter. With so much information to digest these days, it's easy for them to ignore the vast amount of it and engage with only the most interesting and relevant content in order to make buying decisions. And, to make it all even more complex, content shared on Google, Facebook, Twitter, LinkedIn, and Slideshare (Pinterest even) increasingly influences those decisions. Where's a marketer to start? Uncover how marketers use content to generate leads, popular content tactics, budgeting recommendations, and more, based on research conducted by the Content Marketing Institute.

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  • And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • – sure, everyone wants to make revenue. But how that revenue is to be earned has an enormous impact on what metrics are important. If you take a company like Hubspot – they ’re an incredible content marketing organization. Their focus is not on building lasting customer relationships through a great product. It’s through driving enormous front-end sales growth because they’re heading for an IPO. They have a much lower price- point, commitment level etc than us – culturally, etc
  • And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.

Transcript

  • 1. @juntajoe Essential Content MarketingInitiatives You Shouldn’t Be WithoutJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
  • 2. @juntajoe TODAY’S AGENDA• Move Fast – 100+ Slides in 45 Minutes!• Brief History of Content Marketing• The Latest Research• The Problem with “What?”• Five+ essential activities that Separate the Good from the Great in Content• Q&A
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  • 7. @juntajoe Search EngineSocial Media Optimization STORYTELLING STORYTELLING Lead Generation
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  • 11. @juntajoeI see the future and it is ____________
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  • 17. @juntajoeRed Bull – The Media Co.
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  • 24. @juntajoe54%Increasing
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  • 26. @juntajoeWhy Are We Here? Just 36% believe theircontent marketing is effective
  • 27. @juntajoeOur Biggest ContentMarketing Challenge•Producing Enough Content•Producing the Kind of Contentthat Engages
  • 28. @juntajoeTHE PROBLEM WITHWHAT?
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  • 33. @juntajoeWHY?
  • 34. @juntajoeBusiness HigherPurpose Purpose
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  • 36. @juntajoe HIGHER HIGHERPURPOSEPURPOSE
  • 37. @juntajoe Search EngineSocial Media Optimization Content Marketing Mission Lead Generation
  • 38. @juntajoeWhy?
  • 39. @juntajoe ContentMarketing Trends & Essentials
  • 40. @juntajoeThe Niche, Non-Sales Content Platform
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  • 52. @juntajoeStory Explosion
  • 53. @juntajoeThe Kelly Situation:Product: Complex workforce solutionsTarget: Largest 5,000 companies globallyDeal Size: $50m - $2bnKey Buyer Titles: HR, Procurement, Operations, C-SuiteAve Time to Close: 12-24 months
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  • 56. @juntajoeThe Chief Storyteller
  • 57. @juntajoeThe Content Marketing TeamTypical roles within your existing team…
  • 58. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
  • 59. @juntajoeExample…. Todd Wheatland VP of Thought Leadership Kelly Services
  • 60. @juntajoeExample… Rob Yoegel Content Marketing Director Monetate
  • 61. @juntajoeLeveraging Employees in Content Creation
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  • 67. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 68. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 69. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 70. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 71. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 72. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 73. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 74. @juntajoeBuilding Content Expertise through Community
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  • 86. @juntajoeA Rising Tide Lifts All Ships
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  • 89. @juntajoeDefine Your Hit List of Influencers
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  • 98. @juntajoe• Last five years – over 300 different guest posts, interviews or webinars
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  • 100. @juntajoeSite & Event Sponsors Email Webinars Magazine Paid Events Consulting Paid Content
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  • 103. @juntajoe Get Uncomfortable: If you don’t feel likeyou are going to run off the road, you are not driving fast enough. http://taylordowns.com
  • 104. @juntajoe November 7-8, 2012 Cleveland, OHNovember 15, 2012 4-5-6 March, 2013 New York, NY Sydney, Australia
  • 105. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVELAND, OH