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

@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

@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

@juntajoe

@juntajoe Barriers to Entry are Gone• Content Acceptance• Talent• Technology

@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

@juntajoeContent Marketing

The Difference? @juntajoeMarketers Publishers/Media

@juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation

@juntajoeCONTENT 2020 – COCA-COLA

@juntajoehttp://bit.ly/2012cmtrends

http://bit.ly/2012cmtrends @juntajoe

@juntajoehttp://bit.ly/2012cmtrends 60%

@juntajoe Shutterstock

@juntajoe

@juntajoe50/50

@juntajoeThe Problem with What?

@juntajoe

@juntajoeWrong Question

@juntajoeStrategy (the planning of the“what”) must always precede the tactics (the “what” and “how”)

@juntajoeWhy?

@juntajoe

@juntajoeWhy?

@juntajoe Search EngineSocial Media Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation

@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 globallyDeal Size: $50m - $2bnKey Buyer Titles: HR, Procurement, Operations, C-SuiteAve Time to Close: 12-24 monthsCULTURE:Conservative, Service-Driven, 65yrs+, Fortune 500 Co.

@juntajoe

@juntajoeContent Marketing Approach:Highly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+keywords per year.

@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 AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

@juntajoe #5 Building the Content Community(a focus on referral traffic)

@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 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

@juntajoe THANK YOU Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter

http://www.b2bmarketinginsider.com	3049
http://www.business2community.com	604
http://emrehaliloglu.com	542
http://dev.sigmacreativeonline.com	432
http://blog.waxmarketing.com	202
http://contentmarketing.contentmarketingdigest.com	163
http://www.sigmacreativeonline.com	133
http://www.katedreyer.co.uk	68
http://www.scoop.it	45
http://optimeplus.com	35
http://jeromefreeman.blogspot.com	31
http://blogs.sap.com	26
http://www.twylah.com	19
http://feeds.feedburner.com	16
http://connect.mtmediagroep.nl	12
http://congtythietkewebsite.net.vn	11
http://www.mediathink.com	9
http://b2bmarketinginsider.com	4
http://www.conseilsmarketing.com	4
http://en.paperblog.com	4
http://snapoint.org	4
http://www.chiropracticmarketingwebsites.com	3
http://jeromefreeman.blogspot.ru	2
http://paper.li	1
http://clipboard.com	1
http://tweetree.com	1
http://communityconnect.local.nl	1
http://jeromefreeman.blogspot.co.uk	1
http://upallnightcreative.com	1
http://localhost	1

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

by Content Marketing Institute

Accessibility

Categories

Upload Details

Usage Rights

30 Embeds 5,425

Statistics

Good to Great Content Marketing: 5 Content Strategies Working for Marketers Presentation Transcript