Opportunities in Content Marketing
 

Opportunities in Content Marketing

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Instructed by Joe Pulizzi.

Instructed by Joe Pulizzi.

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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. <br />
  • 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. <br />
  • 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. <br />
  • – sure, everyone wants to make revenue. But how that revenue is to be earned has an enormous impact on what metrics are important. If you take a company like Hubspot – they’re an incredible content marketing organization. Their focus is not on building lasting customer relationships through a great product. It’s through driving enormous front-end sales growth because they’re heading for an IPO. They have a much lower price- point, commitment level etc than us – culturally, etc <br />
  • 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. <br />
  • 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. <br />
  • 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. <br />

Opportunities in Content Marketing Opportunities in Content Marketing Presentation Transcript

  • @juntajoe Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and Managing Content Marketing
  • @juntajoe TODAY’S AGENDA • Move Fast – 75+ Slides in 45 Minutes! • Brief History of Content Marketing • The Latest Research • The Problem with “What?” • Five content activities that Separate the Good from the Great in Content • Q&A
  • @juntajoe View slide
  • @juntajoe Barriers to Entry are Gone • Content Acceptance • Talent • Technology View slide
  • @juntajoe 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
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  • @juntajoe Search Engine Optimization Lead Generation Social Media STORYTELLINGSTORYTELLINGSTORYTELLINGSTORYTELLING
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  • @juntajoe http://bit.ly/2012cmtrends
  • @juntajoe http://bit.ly/2012cmtrends
  • @juntajoe http://bit.ly/2012cmtrends
  • @juntajoe http://bit.ly/2012cmtrends
  • @juntajoe http://bit.ly/2012cmtrends
  • @juntajoe Shutterstock
  • @juntajoe Shutterstock
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  • @juntajoe THE PROBLEM WITH WHAT?
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  • @juntajoe (the planning of the “what”) must always precede the tactics (the “what” and “how”) STRATEGY
  • @juntajoe WHY?
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  • @juntajoe Why?
  • @juntajoe Search Engine Optimization Lead Generation Social Media YOUR UNIQUE STORY (authority to publish)
  • @juntajoe Business Purpose Higher Purpose
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  • @juntajoe HIGHER PURPOSE HIGHER PURPOSE
  • @juntajoe Five Content Types that Separate the Good to Great Content Marketers
  • @juntajoe The Niche, Non-Sales Content Platform
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  • @juntajoe Story Explosion
  • @juntajoe The Kelly Situation: Product: Complex workforce solutions Target: Largest 5,000 companies globally Deal Size: $50m - $2bn Key Buyer Titles: HR, Procurement, Operations, C-Suite Ave Time to Close: 12-24 months
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  • @juntajoe The Chief Storyteller
  • @juntajoe The Content Marketing Team Typical roles within your existing team…
  • @juntajoe Social Media Public Relations Marketing Email Mobile Search
  • @juntajoe Example…. Todd Wheatland VP of Thought Leadership Kelly Services
  • @juntajoe Example… Rob Yoegel Content Marketing Director Monetate
  • @juntajoe Leveraging Employees in Content Creation
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  • @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • @juntajoe Building the Content Community (a focus on referral traffic)
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  • @juntajoe • Higher Purpose Calling • Understand the “reader” like a publisher does. • The Story Platform • Remove “You” from the Story • Get Your Community Involved
  • @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter