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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 …

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.

Transcript

  • 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. @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. @juntajoe
  • 4. @juntajoe Barriers to Entry are Gone• Content Acceptance• Talent• Technology
  • 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. @juntajoeContent Marketing
  • 7. The Difference? @juntajoeMarketers Publishers/Media
  • 8. The Difference? @juntajoeMarketers Publishers/Media
  • 9. @juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation
  • 10. @juntajoeCONTENT 2020 – COCA-COLA
  • 11. @juntajoehttp://bit.ly/2012cmtrends
  • 12. @juntajoehttp://bit.ly/2012cmtrends
  • 13. @juntajoehttp://bit.ly/2012cmtrends
  • 14. http://bit.ly/2012cmtrends @juntajoe
  • 15. @juntajoehttp://bit.ly/2012cmtrends 60%
  • 16. @juntajoe Shutterstock
  • 17. @juntajoe Shutterstock
  • 18. @juntajoe
  • 19. @juntajoe50/50
  • 20. @juntajoeThe Problem with What?
  • 21. @juntajoe
  • 22. @juntajoe
  • 23. @juntajoe
  • 24. @juntajoeWrong Question
  • 25. @juntajoeStrategy (the planning of the“what”) must always precede the tactics (the “what” and “how”)
  • 26. @juntajoeWhy?
  • 27. @juntajoe
  • 28. @juntajoe
  • 29. @juntajoe
  • 30. @juntajoe
  • 31. @juntajoe
  • 32. @juntajoe
  • 33. @juntajoeWhy?
  • 34. @juntajoe Search EngineSocial Media Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation
  • 35. @juntajoeBusiness HigherPurpose Purpose
  • 36. @juntajoe
  • 37. @juntajoe HIGHERPURPOSE
  • 38. @juntajoeFive Content Types that Separate the Good to Great Content Marketers
  • 39. @juntajoe #1The Niche, Non-Sales Content Platform
  • 40. @juntajoe HigherPurpose in Action
  • 41. @juntajoe
  • 42. @juntajoeEnabling Women to Have More Quality Time with Their Families
  • 43. @juntajoe
  • 44. @juntajoeEnabling Teen Girls toBe More Confident with Their Sexuality
  • 45. @juntajoe
  • 46. @juntajoeHelping Men Become Better Men
  • 47. @juntajoe #2Story Explosion
  • 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. @juntajoe
  • 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. @juntajoe #3The Chief Storyteller
  • 52. @juntajoeThe content marketing team….Typical roles within your existing team…
  • 53. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
  • 54. @juntajoeExample…. Todd Wheatland VP of Thought Leadership Kelly Services
  • 55. @juntajoeExample…. Rob Yoegel Content Marketing Director Monetate
  • 56. @juntajoe #4Leveraging Employees in Content Creation
  • 57. @juntajoe
  • 58. @juntajoe
  • 59. @juntajoe
  • 60. @juntajoe
  • 61. @juntajoe
  • 62. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 63. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 64. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 65. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 66. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 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 #5 Building the Content Community(a focus on referral traffic)
  • 70. @juntajoe
  • 71. @juntajoe
  • 72. @juntajoe
  • 73. @juntajoe
  • 74. @juntajoeGoogle External Tool
  • 75. @juntajoeGoogle Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List
  • 76. @juntajoeGive Content Gifts
  • 77. @juntajoeSocial Media 4-1-1
  • 78. @juntajoe
  • 79. @juntajoe
  • 80. @juntajoe
  • 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. @juntajoe THANK YOU Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter