@juntajoeGood to GreatContent Marketing                          (in 45 minutes)Joe Pulizzi (@juntajoe)Founder, Content Ma...
@juntajoe           Today’s Agenda• Move Fast – 90 Slides in 45 Minutes• Brief History of Content Marketing• The Latest Re...
@juntajoe
@juntajoe    Barriers to Entry are Gone• Content Acceptance• Talent• Technology
@juntajoe             As heard recently…“We cannot accomplish ourgoals without compelling andrelevant content for ourcusto...
@juntajoeContent Marketing
The Difference?       @juntajoeMarketers       Publishers/Media
The Difference?       @juntajoeMarketers       Publishers/Media
@juntajoe                        Search EngineSocial Media             Optimization         STORYTELLING             Lead ...
@juntajoeCONTENT 2020 – COCA-COLA
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
http://bit.ly/2012cmtrends   @juntajoe
@juntajoehttp://bit.ly/2012cmtrends                             60%
@juntajoe Shutterstock
@juntajoe Shutterstock
@juntajoe
@juntajoe50/50
@juntajoeThe Problem with What?
@juntajoe
@juntajoe
@juntajoe
@juntajoeWrong Question
@juntajoeStrategy (the planning of the“what”) must always precede the tactics (the “what” and            “how”)
@juntajoeWhy?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeWhy?
@juntajoe                    Search EngineSocial Media         Optimization          YOUR UNIQUE             STORY        ...
@juntajoeBusiness    HigherPurpose    Purpose
@juntajoe
@juntajoe HIGHERPURPOSE
@juntajoeFive Content Types that Separate the Good to     Great Content      Marketers
@juntajoe         #1The Niche, Non-Sales  Content Platform
@juntajoe  HigherPurpose in  Action
@juntajoe
@juntajoeEnabling Women to Have More Quality Time with     Their Families
@juntajoe
@juntajoeEnabling Teen Girls toBe More Confident with    Their Sexuality
@juntajoe
@juntajoeHelping Men Become     Better Men
@juntajoe      #2Story Explosion
@juntajoeThe Kelly Situation:Product:             Complex workforce solutionsTarget:              Largest 5,000 companies ...
@juntajoe
@juntajoeContent Marketing Approach:Highly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each ...
@juntajoe        #3The Chief Storyteller
@juntajoeThe content marketing team….Typical roles within your existing team…
@juntajoe Social MediaPublic Relations  Marketing     Email    Mobile    Search
@juntajoeExample….            Todd Wheatland            VP of Thought Leadership            Kelly Services
@juntajoeExample….            Rob Yoegel            Content Marketing Director            Monetate
@juntajoe         #4Leveraging Employees in Content Creation
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe            #5   Building the Content       Community(a focus on referral traffic)
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeGoogle External Tool
@juntajoeGoogle Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List
@juntajoeGive Content Gifts
@juntajoeSocial Media 4-1-1
@juntajoe
@juntajoe
@juntajoe
@juntajoe    THE LAST SLIDE• Higher Purpose Calling• Understand the “reader” like a  publisher does.• The Story Platform• ...
@juntajoe          THANK YOU                 Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter
Good to Great Content Marketing: 5 Content Strategies Working for Marketers
Good to Great Content Marketing: 5 Content Strategies Working for Marketers
Good to Great Content Marketing: 5 Content Strategies Working for Marketers
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Good to Great Content Marketing: 5 Content Strategies Working for Marketers

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In this presentation, Joe Pulizzi details why content marketing has taken center stage, looks at the latest content marketing research, and shares case studies looking at five content strategies that separate the good from great content marketing professionals.

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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.
  • Good to Great Content Marketing: 5 Content Strategies Working for Marketers

    1. 1. @juntajoeGood to GreatContent Marketing (in 45 minutes)Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
    2. 2. @juntajoe Today’s Agenda• Move Fast – 90 Slides in 45 Minutes• Brief History of Content Marketing• The Latest Research• The Problem with “What?”• Five content activities that Separate the Good from the Great in Content• Q&A
    3. 3. @juntajoe
    4. 4. @juntajoe Barriers to Entry are Gone• Content Acceptance• Talent• Technology
    5. 5. @juntajoe As heard recently…“We cannot accomplish ourgoals without compelling andrelevant content for ourcustomers. If we don’t, theywill not come back.”- Pam Didner, Intel
    6. 6. @juntajoeContent Marketing
    7. 7. The Difference? @juntajoeMarketers Publishers/Media
    8. 8. The Difference? @juntajoeMarketers Publishers/Media
    9. 9. @juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation
    10. 10. @juntajoeCONTENT 2020 – COCA-COLA
    11. 11. @juntajoehttp://bit.ly/2012cmtrends
    12. 12. @juntajoehttp://bit.ly/2012cmtrends
    13. 13. @juntajoehttp://bit.ly/2012cmtrends
    14. 14. http://bit.ly/2012cmtrends @juntajoe
    15. 15. @juntajoehttp://bit.ly/2012cmtrends 60%
    16. 16. @juntajoe Shutterstock
    17. 17. @juntajoe Shutterstock
    18. 18. @juntajoe
    19. 19. @juntajoe50/50
    20. 20. @juntajoeThe Problem with What?
    21. 21. @juntajoe
    22. 22. @juntajoe
    23. 23. @juntajoe
    24. 24. @juntajoeWrong Question
    25. 25. @juntajoeStrategy (the planning of the“what”) must always precede the tactics (the “what” and “how”)
    26. 26. @juntajoeWhy?
    27. 27. @juntajoe
    28. 28. @juntajoe
    29. 29. @juntajoe
    30. 30. @juntajoe
    31. 31. @juntajoe
    32. 32. @juntajoe
    33. 33. @juntajoeWhy?
    34. 34. @juntajoe Search EngineSocial Media Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation
    35. 35. @juntajoeBusiness HigherPurpose Purpose
    36. 36. @juntajoe
    37. 37. @juntajoe HIGHERPURPOSE
    38. 38. @juntajoeFive Content Types that Separate the Good to Great Content Marketers
    39. 39. @juntajoe #1The Niche, Non-Sales Content Platform
    40. 40. @juntajoe HigherPurpose in Action
    41. 41. @juntajoe
    42. 42. @juntajoeEnabling Women to Have More Quality Time with Their Families
    43. 43. @juntajoe
    44. 44. @juntajoeEnabling Teen Girls toBe More Confident with Their Sexuality
    45. 45. @juntajoe
    46. 46. @juntajoeHelping Men Become Better Men
    47. 47. @juntajoe #2Story Explosion
    48. 48. @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 monthsCULTURE:Conservative, Service-Driven, 65yrs+, Fortune 500 Co.
    49. 49. @juntajoe
    50. 50. @juntajoeContent Marketing Approach:Highly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+keywords per year.
    51. 51. @juntajoe #3The Chief Storyteller
    52. 52. @juntajoeThe content marketing team….Typical roles within your existing team…
    53. 53. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
    54. 54. @juntajoeExample…. Todd Wheatland VP of Thought Leadership Kelly Services
    55. 55. @juntajoeExample…. Rob Yoegel Content Marketing Director Monetate
    56. 56. @juntajoe #4Leveraging Employees in Content Creation
    57. 57. @juntajoe
    58. 58. @juntajoe
    59. 59. @juntajoe
    60. 60. @juntajoe
    61. 61. @juntajoe
    62. 62. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    63. 63. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    64. 64. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    65. 65. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    66. 66. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    67. 67. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    68. 68. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    69. 69. @juntajoe #5 Building the Content Community(a focus on referral traffic)
    70. 70. @juntajoe
    71. 71. @juntajoe
    72. 72. @juntajoe
    73. 73. @juntajoe
    74. 74. @juntajoeGoogle External Tool
    75. 75. @juntajoeGoogle Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List
    76. 76. @juntajoeGive Content Gifts
    77. 77. @juntajoeSocial Media 4-1-1
    78. 78. @juntajoe
    79. 79. @juntajoe
    80. 80. @juntajoe
    81. 81. @juntajoe THE LAST SLIDE• Higher Purpose Calling• Understand the “reader” like a publisher does.• The Story Platform• Remove “You” from the Story• Get Your Community Involved
    82. 82. @juntajoe THANK YOU Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter
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