The Kings of Content Marketing with Joe Pulizzi

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Slides from our 5/2/2012 webinar with Joe Pulizzi on professional services content marketing

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The Kings of Content Marketing with Joe Pulizzi

  1. 1. Follow Hinge:The Kings of Content Marketing: @HingeMarketingWhat You Can Learn from the Best of the Best Subscribe to our Blog:Today’s Hashtag: #hingecontentmktg Hingemarketing.com/blog
  2. 2. #Hingecontentmktg
  3. 3. One of Today’s Speakers: www.spiralingupbook.com Lee Frederiksen, Ph.D. Managing Partner, Hinge Marketing lfrederiksen@hingemarketing.com Online Marketing for Connect with me on LinkedIn: Professional Services in/leefrederiksen Coming Summer 2012 www.hingemarketing.com/newbook Connect on Twitter: @HingeMarketing #Hingecontentmktg
  4. 4. @juntajoeContent is King:Good to Great Content Marketing   Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute Co-Author, Get Content Get Customers and Managing Content Marketing
  5. 5. Agenda •  How content marketing impacts professional services firm growth and profitability •  What is the state of content marketing today •  Good vs. Great content marketing •  How to apply to your firm #Hingecontentmktg 5  
  6. 6. New Study for Professional Services To  download  the  report,  visit   www.hingemarke7ng.com/library   500! firms 20! Top Experts" 319! average employees $53,929,835! average revenue #Hingecontentmktg
  7. 7. Why Online Marketing? Growth #Hingecontentmktg 7  
  8. 8. Why Online Marketing? Profitability #Hingecontentmktg 8  
  9. 9. High Growth, Lead Generating Firmsare Creating Content #Hingecontentmktg 9  
  10. 10. Building Trust Through Engagement #Hingecontentmktg 10  
  11. 11. @juntajoe To help transform marketers into publishers. Less renting, more owning. EVENTS MEDIA CONSULTINGSept 4-6, 2012Columbus, OH
  12. 12. @juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation
  13. 13. @juntajoehttp://bit.ly/2012cmtrends
  14. 14. @juntajoehttp://bit.ly/2012cmtrends
  15. 15. @juntajoehttp://bit.ly/2012cmtrends
  16. 16. @juntajoehttp://bit.ly/2012cmtrends 60%
  17. 17. @juntajoe
  18. 18. @juntajoeSix Characteristics thatSeparate the Good to Great Content Marketers
  19. 19. @juntajoe1 The Focused, Non-Sales Content Mission & Platform
  20. 20. @juntajoe
  21. 21. @juntajoe
  22. 22. @juntajoe
  23. 23. @juntajoe2 Give Away the Secret Sauce “Having a Grocery List Doesn’t Make You a Chef”
  24. 24. @juntajoe
  25. 25. @juntajoe
  26. 26. @juntajoe
  27. 27. @juntajoe3 The Chief Storyteller
  28. 28. @juntajoeThe content marketing team….Typical roles within your existing team… Chief  Content   Officer   Managing   Content   Chief  Listening   Editors   Producers   Officers   Content  Creators  
  29. 29. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
  30. 30. @juntajoeExample…. 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.”
  31. 31. @juntajoeExample…. Rob Yoegel Content Marketing Director Monetate
  32. 32. @juntajoe4 Leveraging Employees in Content Creation
  33. 33. @juntajoe
  34. 34. @juntajoe
  35. 35. @juntajoe
  36. 36. @juntajoe
  37. 37. @juntajoe•  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
  38. 38. @juntajoe5 Building the Influencer or Customer Community (a focus on referral traffic)
  39. 39. @juntajoe
  40. 40. @juntajoe
  41. 41. @juntajoehttp://bit.ly/2012cmtrends
  42. 42. @juntajoe
  43. 43. @juntajoeGoogle Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List
  44. 44. @juntajoe
  45. 45. @juntajoeSocial Media 4-1-1
  46. 46. @juntajoe
  47. 47. @juntajoe
  48. 48. @juntajoe
  49. 49. @juntajoe THANK YOU Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter  September 4 – 6, 2012 – Columbus, Ohio CODE “JUNTAJOE” TO SAVE $100  
  50. 50. Complimentary Content MarketingReview for Professional Services An expert review of your firm’s content marketing, including: •  Strategy •  Implementation Respond to follow-up email or contact us directly: Lfrederiksen@hingemarketing.com (703) 391 8870 #Hingecontentmktg 50  
  51. 51. Q&A

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