@juntajoe
Content Marketing
Giving Away Your Secret Sauce
Joe Pulizzi
Founder, Content Marketing Institute
@juntajoe
Joe Pulizzi (@juntajoe)
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Search Engine
Optimization
Lead
Generation
Social Media
STORYTELLING
@juntajoe
Example of
trying…
@juntajoe
@juntajoe
@juntajoe
@juntajoe
I see the future
and it is
____________
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Red Bull – The Media Co.
@juntajoe
Show Me the
Research!
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
54%Increasing
@juntajoe
Why Are We Here?
Just 36% believe their
content marketing is effective
@juntajoe
Our Biggest Content
Marketing Challenge
• Producing Enough Content
• Producing the Kind of Content
that Engages
@juntajoe
THE PROBLEM WITH
WHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
WHY?
@juntajoe
Search Engine
Optimization
Lead
Generation
Social Media
Content Marketing
Mission
@juntajoe
Why?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Why?
@juntajoe
Why?
Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful
information, advice, ...
@juntajoe
Why?
Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful
information, advice, ...
@juntajoe
Story Explosion
@juntajoe
Highly Atomized Within 5 Key Topic Areas
At least 20 unique pieces of content for each of 100+ keywords per year.
@juntajoe
Managing the Process
@juntajoe
The Content Marketing Team
Typical roles within your existing team…
Chief Content
Officer
Managing
Editors
Conte...
@juntajoe
Social Media
Public Relations
Marketing
Email
Mobile
Search
@juntajoe
Leveraging Employees
in Content Creation
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
EMAIL
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
Building a Following
through Content &
Community
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
A Rising Tide Lifts All Ships
@juntajoe
@juntajoe
Define Your Hit List of Influencers
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Get Uncomfortable:
If you don’t feel like
you are going to run off
the road, you are not
driving fast enough.
ht...
@juntajoe
Joe Pulizzi
joe@contentinstitute.com • @juntajoe on Twitter
Week of Sept. 9, 2013
CLEVELAND, OH
 Content Marketing-Giving Away Your Secret Sauce: Joe Pulizzi
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Content Marketing-Giving Away Your Secret Sauce: Joe Pulizzi

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The latest in content marketing research; how B2B companies and those that target engineers can leverage content marketing to find and retain more customers; great content marketing examples in action.

Visit http://www.controleng.com/events-and-awards/marketing-to-engineers/content-marketing-strategy-giving-away-your-secret-sauce.html to download the slides in pdf format, and to watch the recorded presentation.

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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.
  • Transcript of " Content Marketing-Giving Away Your Secret Sauce: Joe Pulizzi"

    1. 1. @juntajoe Content Marketing Giving Away Your Secret Sauce Joe Pulizzi Founder, Content Marketing Institute
    2. 2. @juntajoe Joe Pulizzi (@juntajoe)
    3. 3. @juntajoe
    4. 4. @juntajoe
    5. 5. @juntajoe
    6. 6. @juntajoe
    7. 7. @juntajoe
    8. 8. @juntajoe Search Engine Optimization Lead Generation Social Media STORYTELLING
    9. 9. @juntajoe Example of trying…
    10. 10. @juntajoe
    11. 11. @juntajoe
    12. 12. @juntajoe
    13. 13. @juntajoe I see the future and it is ____________
    14. 14. @juntajoe
    15. 15. @juntajoe
    16. 16. @juntajoe
    17. 17. @juntajoe
    18. 18. @juntajoe
    19. 19. @juntajoe Red Bull – The Media Co.
    20. 20. @juntajoe Show Me the Research!
    21. 21. @juntajoe
    22. 22. @juntajoe
    23. 23. @juntajoe
    24. 24. @juntajoe
    25. 25. @juntajoe 54%Increasing
    26. 26. @juntajoe Why Are We Here? Just 36% believe their content marketing is effective
    27. 27. @juntajoe Our Biggest Content Marketing Challenge • Producing Enough Content • Producing the Kind of Content that Engages
    28. 28. @juntajoe THE PROBLEM WITH WHAT?
    29. 29. @juntajoe
    30. 30. @juntajoe
    31. 31. @juntajoe
    32. 32. @juntajoe
    33. 33. @juntajoe WHY?
    34. 34. @juntajoe Search Engine Optimization Lead Generation Social Media Content Marketing Mission
    35. 35. @juntajoe Why?
    36. 36. @juntajoe
    37. 37. @juntajoe
    38. 38. @juntajoe
    39. 39. @juntajoe
    40. 40. @juntajoe
    41. 41. @juntajoe
    42. 42. @juntajoe
    43. 43. @juntajoe
    44. 44. @juntajoe
    45. 45. @juntajoe Why?
    46. 46. @juntajoe Why? Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resour ces and inspiration for running and growing their businesses.
    47. 47. @juntajoe Why? Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resour ces and inspiration for running and growing their businesses. 1. Core Target Audience 2. What Will Be Delivered 3. The Outcome for the Audience
    48. 48. @juntajoe Story Explosion
    49. 49. @juntajoe Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.
    50. 50. @juntajoe Managing the Process
    51. 51. @juntajoe The Content Marketing Team Typical roles within your existing team… Chief Content Officer Managing Editors Content Producers Chief Listening Officers Content Creators
    52. 52. @juntajoe Social Media Public Relations Marketing Email Mobile Search
    53. 53. @juntajoe Leveraging Employees in Content Creation
    54. 54. @juntajoe
    55. 55. @juntajoe
    56. 56. @juntajoe
    57. 57. @juntajoe
    58. 58. @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    59. 59. @juntajoe Building a Following through Content & Community
    60. 60. @juntajoe
    61. 61. @juntajoe
    62. 62. @juntajoe
    63. 63. @juntajoe
    64. 64. @juntajoe
    65. 65. @juntajoe A Rising Tide Lifts All Ships
    66. 66. @juntajoe
    67. 67. @juntajoe Define Your Hit List of Influencers
    68. 68. @juntajoe
    69. 69. @juntajoe
    70. 70. @juntajoe
    71. 71. @juntajoe Get Uncomfortable: If you don’t feel like you are going to run off the road, you are not driving fast enough. http://taylordowns.com
    72. 72. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter Week of Sept. 9, 2013 CLEVELAND, OH

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