0
Good to Great Content Marketing Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute Co-Author,  Get Content Get C...
<ul><li>To help transform marketers into publishers.  </li></ul><ul><li>Less renting, more owning. </li></ul>EVENTS MEDIA ...
Today’s Agenda <ul><li>Brief History of Content Marketing </li></ul><ul><li>The Latest Research on What’s Happening in Con...
 
 
 
 
Barriers to Entry are Gone <ul><li>Content Acceptance </li></ul><ul><li>Talent </li></ul><ul><li>Technology </li></ul>
As heard recently… <ul><li>“ We cannot accomplish our goals without compelling and relevant content for our customers.  If...
Content Marketing
The Difference? Marketers  Publishers/Media
The Difference? Marketers  Publishers/Media
Search Engine  Optimization Lead Generation Social Media STORYTELLING
CONTENT 2020 – COCA-COLA
http://bit.ly/2012cmtrends
http://bit.ly/2012cmtrends
http://bit.ly/2012cmtrends
http://bit.ly/2012cmtrends
http://bit.ly/2012cmtrends
60% http://bit.ly/2012cmtrends
Shutterstock
Shutterstock
 
50/50
Six Characteristics that Separate the Good to Great Content Marketers
#1 The Focused, Non-Sales Content Mission & Platform
 
 
 
Go Broad in a SUPER NICHE <ul><li>Not just Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with ...
<ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
#2 Opening Up New Content/Media Markets
 
 
 
 
 
 
 
#3 The Chief Storyteller
The content marketing team…. Typical roles within your existing team…
Social Media Public Relations Marketing Email Mobile Search
Example…. Joe Chernov Vice President, Content Marketing Eloqua “ Joe is responsible for identifying, sourcing and distribu...
Example…. Rob Yoegel Content Marketing Director Monetate
#4 Leveraging Employees in Content Creation
 
 
 
 
<ul><li>Average 24 posts per week/90% participation. </li></ul><ul><li>850% increase in site visitors in last 18 months. <...
#5 Removing the Brand from the Story
 
 
 
 
BEFORE THE LAST ONE, A QUESTION: In two years, what company will be responsible for the most original content production i...
 
#6 Building the Influencer or Customer Community  (a focus on referral traffic)
 
 
 
http://bit.ly/2012cmtrends
 
Google External Tool
Google Alerts - Listen to Share Relevant Content - Listen for Story Ideas - Listen to Build Your Influencer List
 
Social Media 4-1-1
 
 
 
THE LAST SLIDE THINKING LIKE A PUBLISHER <ul><ul><li>Choose a niche you can become the leading expert in the world at. </l...
<ul><li>Joe Pulizzi </li></ul><ul><li>[email_address]   •  @juntajoe on Twitter  </li></ul>THANK YOU September 4 – 6, 2012...
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Good to Great Content Marketing - 6 Differences

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Joe Pulizzi's #OMS12 Online Marketing Summit presentation on Good to Great Content Marketing, which includes Content Marketing Institute's B2B research and looks at the six differences Joe sees between what the "Haves" and "Have Nots" are doing.

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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.
  • 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.
  • 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 of "Good to Great Content Marketing - 6 Differences"

    1. 1. Good to Great Content Marketing Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute Co-Author, Get Content Get Customers and Managing Content Marketing
    2. 2. <ul><li>To help transform marketers into publishers. </li></ul><ul><li>Less renting, more owning. </li></ul>EVENTS MEDIA CONSULTING Sept 4-6, 2012 Columbus, OH
    3. 3. Today’s Agenda <ul><li>Brief History of Content Marketing </li></ul><ul><li>The Latest Research on What’s Happening in Content Marketing </li></ul><ul><li>Six content activities that separate the Good from the Great in Content </li></ul><ul><li>Q&A </li></ul>
    4. 8. Barriers to Entry are Gone <ul><li>Content Acceptance </li></ul><ul><li>Talent </li></ul><ul><li>Technology </li></ul>
    5. 9. As heard recently… <ul><li>“ We cannot accomplish our goals without compelling and relevant content for our customers. If we don’t, they will not come back.” </li></ul><ul><li>- Pam Didner, Intel </li></ul>
    6. 10. Content Marketing
    7. 11. The Difference? Marketers Publishers/Media
    8. 12. The Difference? Marketers Publishers/Media
    9. 13. Search Engine Optimization Lead Generation Social Media STORYTELLING
    10. 14. CONTENT 2020 – COCA-COLA
    11. 15. http://bit.ly/2012cmtrends
    12. 16. http://bit.ly/2012cmtrends
    13. 17. http://bit.ly/2012cmtrends
    14. 18. http://bit.ly/2012cmtrends
    15. 19. http://bit.ly/2012cmtrends
    16. 20. 60% http://bit.ly/2012cmtrends
    17. 21. Shutterstock
    18. 22. Shutterstock
    19. 24. 50/50
    20. 25. Six Characteristics that Separate the Good to Great Content Marketers
    21. 26. #1 The Focused, Non-Sales Content Mission & Platform
    22. 30. Go Broad in a SUPER NICHE <ul><li>Not just Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
    23. 31. <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
    24. 32. #2 Opening Up New Content/Media Markets
    25. 40. #3 The Chief Storyteller
    26. 41. The content marketing team…. Typical roles within your existing team…
    27. 42. Social Media Public Relations Marketing Email Mobile Search
    28. 43. Example…. Joe Chernov Vice President, Content Marketing Eloqua “ Joe is responsible for identifying, sourcing and distributing Eloqua’s market-facing content over all relevant social channels. He also oversees public relations, analyst relations and social media. Joe doubles as @eloqua on Twitter. He co-chairs the Word of Mouth Marketing Association’s member ethics panel and speaks at conferences and universities about social media and marketing ethics.”
    29. 44. Example…. Rob Yoegel Content Marketing Director Monetate
    30. 45. #4 Leveraging Employees in Content Creation
    31. 50. <ul><li>Average 24 posts per week/90% participation. </li></ul><ul><li>850% increase in site visitors in last 18 months. </li></ul><ul><li>10,000+ enewsletter subscribers with 25% open rate. </li></ul><ul><li>Over 1,000 published blogs, articles, videos and podcasts. </li></ul>More Closed Business, Shorter Sales Cycles
    32. 51. #5 Removing the Brand from the Story
    33. 56. BEFORE THE LAST ONE, A QUESTION: In two years, what company will be responsible for the most original content production in the world?
    34. 58. #6 Building the Influencer or Customer Community (a focus on referral traffic)
    35. 62. http://bit.ly/2012cmtrends
    36. 64. Google External Tool
    37. 65. Google Alerts - Listen to Share Relevant Content - Listen for Story Ideas - Listen to Build Your Influencer List
    38. 67. Social Media 4-1-1
    39. 71. THE LAST SLIDE THINKING LIKE A PUBLISHER <ul><ul><li>Choose a niche you can become the leading expert in the world at. </li></ul></ul><ul><ul><li>Develop AND share the best multi-channel content on the planet. </li></ul></ul><ul><ul><li>Remove YOU from the story as much as possible…it will travel farther. </li></ul></ul>
    40. 72. <ul><li>Joe Pulizzi </li></ul><ul><li>[email_address] • @juntajoe on Twitter </li></ul>THANK YOU September 4 – 6, 2012 – Columbus, Ohio CODE “JUNTAJOE” TO SAVE $100
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