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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.

Transcript

  • 1. Good to Great Content Marketing Creating Powerful Content that Grows Your Business @JoePulizzi
  • 2. Hi, I’m Joe Pulizzi @JoePulizzi
  • 3. 3
  • 4. 4
  • 5. $39,400 5
  • 6. @JoePulizzi 6
  • 7. @JoePulizzi 8
  • 8. @JoePulizzi Search Engine Optimization Lead Generation Social Media STORYTELLING 9
  • 9. @JoePulizzi Example of trying… 10
  • 10. @JoePulizzi
  • 11. @JoePulizzi 12
  • 12. @JoePulizzi 13
  • 13. @JoePulizzi
  • 14. @JoePulizzi You Don’t Need to be Coca-Cola or Red Bull… 15
  • 15. @JoePulizzi Marcus Sheridan CEO, River Pools & Spas
  • 16. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend
  • 17. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend 2009 • Within Days of Bankruptcy
  • 18. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend • Sold more fiberglass swimming pools than any other pool retailer in North America. • $40,000 in advertising spend • Won 15% more bids • Cut sales cycle in half. 2011
  • 19. @JoePulizzi
  • 20. @JoePulizzi 75,000 visits per month
  • 21. @JoePulizzi Yep, David vs. Goliath is Real
  • 22. @JoePulizzi Show Me the Research! 23
  • 23. @JoePulizzi 24 http://bitly.com/cm-research
  • 24. @JoePulizzi Source: sodahead.com
  • 25. @JoePulizzi 26
  • 26. @JoePulizzi 27 31%Budget
  • 27. @JoePulizzi 28 57%Increasing
  • 28. @JoePulizzi Just 34% believe their content marketing is effective 29
  • 29. @JoePulizzi Our Biggest Content Marketing Challenge • Producing Enough Content • Producing the Kind of Content that Engages 30
  • 30. @JoePulizzi THE PROBLEM WITH WHAT? 31
  • 31. @JoePulizzi 32
  • 32. @JoePulizzi 33
  • 33. @JoePulizzi 34
  • 34. @JoePulizzi 35
  • 35. @JoePulizzi WHY?
  • 36. @JoePulizzi Find Your Why There Are Two
  • 37. @JoePulizzi A year from now, what’s different?
  • 38. @JoePulizzi Return on Objective • Is the content driving sales? • Is the content saving costs? • Is the content making our customers happier, thus helping with retention?
  • 39. @JoePulizzi Managing Content Marketing My Goal: Impact on Sales, Costs or Retention • Primary indicators for my CXO and my board. • Secondary indicators for influencers and for managers. • User indicators – for my “on the ground team”.
  • 40. @JoePulizzi
  • 41. @JoePulizzi
  • 42. @JoePulizzi
  • 43. @JoePulizzi
  • 44. @JoePulizzi
  • 45. @JoePulizzi
  • 46. @JoePulizzi
  • 47. @JoePulizzi
  • 48. @JoePulizzi Create a Content Marketing Mission
  • 49. @JoePulizzi Why?
  • 50. @JoePulizzi Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
  • 51. @JoePulizzi Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 1. Core Target Audience 2. What Will Be Delivered 3. The Outcome for the Audience
  • 52. @JoePulizzi Assignment: Your Content Marketing Mission Statement
  • 53. @JoePulizzi Activity • Define the who? • What are their pain points? • What can you deliver that is truly remarkable to that person? • What do you want them to accomplish? • What do you need to accomplish?
  • 54. @JoePulizzi Don’t Start with Channel First (but be great at one channel)
  • 55. @JoePulizzi
  • 56. @JoePulizzi 1. Situational Analysis – Be THE educational resource for marketers. TO DO: Recruit influencers, editorial team, SEO specialist. 2. Channel Objectives – Subscriber growth, Sharing that leads to search traction, Event signups. 3. Content Plan – Answering content marketing questions that aren’t being answered anywhere else. Challenging the community. Advancing the practice. 4. Metrics – Subscribers, Sharing metrics, Search indicators, referrals to event site. 5. Personas – “Doing” marketers at enterprise-level companies. 6. Editorial Calendar – Morning post, one per day. Instructional tone. Varied influencers.
  • 57. @JoePulizzi Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.
  • 58. @JoePulizzi Focus on Subscription
  • 59. @JoePulizzi
  • 60. @JoePulizzi Tool: Pippity
  • 61. @JoePulizzi 62
  • 62. @JoePulizzi What is the difference between those who engage in your content and those that don’t?
  • 63. @JoePulizzi 90%
  • 64. @JoePulizzi Building Audiences: Use Social Media 4-1-1
  • 65. @JoePulizzi 66
  • 66. @JoePulizzi Sales Content Marketing Influencer Sharing
  • 67. @JoePulizzi
  • 68. @JoePulizzi Leverage SlideShare
  • 69. @JoePulizzi 70 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 70. @JoePulizzi 71 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 71. @JoePulizzi 1. Watch Content 2020 2. Create a Content Marketing Mission Statement 3. Be the Leading Information Expert in Your Industry 4. Focus on Useful Content 5. Answer Customer Questions 6. Multiple Outputs Per Story Idea 7. Focus on Subscription 8. Leverage SlideShare 9. Start Partnering with Influencers 10. Use Social Media 4-1-1
  • 72. @JoePulizzi Get Uncomfortable: If you don’t feel like you are going to run off the road, you are not driving fast enough. - Mario Andretti http://taylordowns.com 73
  • 73. @JoePulizzi Joe Pulizzi joe@contentinstitute.com • @JoePulizzi on Twitter Sept. 9-12, 2013 CLEVELAND CONVENTION CENTER Available Now on Pre-Order 74