Good to Great Content Marketing - 6 Differences

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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......

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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http://blog.junta42.com 3,698
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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

  • 1. Good to Great Content Marketing Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute Co-Author, Get Content Get Customers and Managing Content Marketing
  • 2.
    • To help transform marketers into publishers.
    • Less renting, more owning.
    EVENTS MEDIA CONSULTING Sept 4-6, 2012 Columbus, OH
  • 3. Today’s Agenda
    • Brief History of Content Marketing
    • The Latest Research on What’s Happening in Content Marketing
    • Six content activities that separate the Good from the Great in Content
    • Q&A
  • 4.  
  • 5.  
  • 6.  
  • 7.  
  • 8. Barriers to Entry are Gone
    • Content Acceptance
    • Talent
    • Technology
  • 9. 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
  • 10. Content Marketing
  • 11. The Difference? Marketers Publishers/Media
  • 12. The Difference? Marketers Publishers/Media
  • 13. Search Engine Optimization Lead Generation Social Media STORYTELLING
  • 14. CONTENT 2020 – COCA-COLA
  • 15. http://bit.ly/2012cmtrends
  • 16. http://bit.ly/2012cmtrends
  • 17. http://bit.ly/2012cmtrends
  • 18. http://bit.ly/2012cmtrends
  • 19. http://bit.ly/2012cmtrends
  • 20. 60% http://bit.ly/2012cmtrends
  • 21. Shutterstock
  • 22. Shutterstock
  • 23.  
  • 24. 50/50
  • 25. Six Characteristics that Separate the Good to Great Content Marketers
  • 26. #1 The Focused, Non-Sales Content Mission & Platform
  • 27.  
  • 28.  
  • 29.  
  • 30. Go Broad in a SUPER NICHE
    • Not just Pets
    • Issues pertaining to pet owners who like to travel with their dogs.
  • 31.
    • Pets
    • Issues pertaining to pet owners who like to travel with their dogs.
  • 32. #2 Opening Up New Content/Media Markets
  • 33.  
  • 34.  
  • 35.  
  • 36.  
  • 37.  
  • 38.  
  • 39.  
  • 40. #3 The Chief Storyteller
  • 41. The content marketing team…. Typical roles within your existing team…
  • 42. Social Media Public Relations Marketing Email Mobile Search
  • 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.”
  • 44. Example…. Rob Yoegel Content Marketing Director Monetate
  • 45. #4 Leveraging Employees in Content Creation
  • 46.  
  • 47.  
  • 48.  
  • 49.  
  • 50.
    • Average 24 posts per week/90% participation.
    • 850% increase in site visitors in last 18 months.
    • 10,000+ enewsletter subscribers with 25% open rate.
    • Over 1,000 published blogs, articles, videos and podcasts.
    More Closed Business, Shorter Sales Cycles
  • 51. #5 Removing the Brand from the Story
  • 52.  
  • 53.  
  • 54.  
  • 55.  
  • 56. BEFORE THE LAST ONE, A QUESTION: In two years, what company will be responsible for the most original content production in the world?
  • 57.  
  • 58. #6 Building the Influencer or Customer Community (a focus on referral traffic)
  • 59.  
  • 60.  
  • 61.  
  • 62. http://bit.ly/2012cmtrends
  • 63.  
  • 64. Google External Tool
  • 65. Google Alerts - Listen to Share Relevant Content - Listen for Story Ideas - Listen to Build Your Influencer List
  • 66.  
  • 67. Social Media 4-1-1
  • 68.  
  • 69.  
  • 70.  
  • 71. THE LAST SLIDE THINKING LIKE A PUBLISHER
      • Choose a niche you can become the leading expert in the world at.
      • Develop AND share the best multi-channel content on the planet.
      • Remove YOU from the story as much as possible…it will travel farther.
  • 72.
    • Joe Pulizzi
    • [email_address] • @juntajoe on Twitter
    THANK YOU September 4 – 6, 2012 – Columbus, Ohio CODE “JUNTAJOE” TO SAVE $100