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.

Business Technology

@juntajoe

Good to Great
Content Marketing
(in 45 minutes)

Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute and
Content Marketing World

Co-Author, Get Content Get Customers
and 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

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

@juntajoe

As heard recently…
“We cannot accomplish our
goals without compelling and
relevant content for our
customers. If we don’t, they
will not come back.”

- Pam Didner, Intel

The Difference? @juntajoe

Marketers Publishers/Media

@juntajoe

Search Engine
Social Media Optimization
STORYTELLING

Lead
Generation

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

60%

@juntajoe

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

@juntajoe

Search Engine
Social Media Optimization
YOUR UNIQUE
STORY
(authority to publish)
Lead
Generation

@juntajoe

Business Higher
Purpose Purpose

@juntajoe

Five Content Types that
Separate the Good to
Great Content
Marketers

@juntajoe

#1
The Niche, Non-Sales
Content Platform

@juntajoe

Enabling Women to Have
More Quality Time with
Their Families

@juntajoe

Enabling Teen Girls to
Be More Confident with
Their Sexuality

@juntajoe

Helping Men Become
Better Men

@juntajoe

The Kelly Situation:
Product: Complex workforce solutions
Target: Largest 5,000 companies globally
Deal Size: $50m - $2bn
Key Buyer Titles: HR, Procurement, Operations, C-Suite
Ave Time to Close: 12-24 months

CULTURE:
Conservative, Service-Driven, 65yrs+, Fortune 500 Co.

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

@juntajoe

The content marketing team….
Typical roles within your existing team…

@juntajoe

Social Media
Public Relations
Marketing
Email
Mobile
Search

@juntajoe

Example….

Todd Wheatland
VP of Thought Leadership
Kelly Services

@juntajoe

Example….
Rob Yoegel
Content Marketing Director
Monetate

@juntajoe

#4
Leveraging Employees
in Content Creation

@juntajoe
AWARENESS
SEO
PUBLIC RELATIONS

NURTURING

EMAIL
LEAD NURTURING

CRM / SOCIAL
LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

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

@juntajoe
Google Alerts
- Listen to Share Relevant Content
- Listen for Story Ideas
- Listen to Build Your Influencer List

@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 Pulizzi
joe@contentinstitute.com • @juntajoe on Twitter

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6. @juntajoe

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

8. @juntajoe As heard recently… “We cannot accomplish our goals without compelling and relevant content for our customers. If we don’t, they will not come back.” - Pam Didner, Intel

9. @juntajoe Content Marketing

10. The Difference? @juntajoe Marketers Publishers/Media

11. The Difference? @juntajoe Marketers Publishers/Media

12. @juntajoe Search Engine Social Media Optimization STORYTELLING Lead Generation

13. @juntajoe CONTENT 2020 – COCA-COLA

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27. @juntajoe Wrong Question

28. @juntajoe Strategy (the planning of the “what”) must always precede the tactics (the “what” and “how”)

29. @juntajoe Why?

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31. @juntajoe

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49. @juntajoe Helping Men Become Better Men

50. @juntajoe #2 Story Explosion

51. @juntajoe The Kelly Situation: Product: Complex workforce solutions Target: Largest 5,000 companies globally Deal Size: $50m - $2bn Key Buyer Titles: HR, Procurement, Operations, C-Suite Ave Time to Close: 12-24 months CULTURE: Conservative, Service-Driven, 65yrs+, Fortune 500 Co.

52. @juntajoe

53. @juntajoe Content Marketing Approach: Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.

54. @juntajoe #3 The Chief Storyteller

55. @juntajoe The content marketing team…. Typical roles within your existing team…

56. @juntajoe Social Media Public Relations Marketing Email Mobile Search

57. @juntajoe Example…. Todd Wheatland VP of Thought Leadership Kelly Services

58. @juntajoe Example…. Rob Yoegel Content Marketing Director Monetate

59. @juntajoe #4 Leveraging Employees in Content Creation

60. @juntajoe

61. @juntajoe

62. @juntajoe

63. @juntajoe

64. @juntajoe

65. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

66. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

67. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

68. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

69. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

70. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

71. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

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

73. @juntajoe

74. @juntajoe

75. @juntajoe

76. @juntajoe

77. @juntajoe Google External Tool

78. @juntajoe Google Alerts - Listen to Share Relevant Content - Listen for Story Ideas - Listen to Build Your Influencer List

79. @juntajoe Give Content Gifts

80. @juntajoe Social Media 4-1-1

81. @juntajoe

82. @juntajoe

83. @juntajoe

84. @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

85. @juntajoe THANK YOU Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter

Editor's Notes

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

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Editor's Notes