Opportunities in Content Marketing

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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.
  • – 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
  • 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.
  • Opportunities in Content Marketing

    1. 1. @juntajoe Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and Managing Content Marketing
    2. 2. @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
    3. 3. @juntajoe
    4. 4. @juntajoe Barriers to Entry are Gone • Content Acceptance • Talent • Technology
    5. 5. @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
    6. 6. @juntajoe
    7. 7. @juntajoe
    8. 8. @juntajoe
    9. 9. @juntajoe Search Engine Optimization Lead Generation Social Media STORYTELLINGSTORYTELLINGSTORYTELLINGSTORYTELLING
    10. 10. @juntajoe
    11. 11. @juntajoe http://bit.ly/2012cmtrends
    12. 12. @juntajoe http://bit.ly/2012cmtrends
    13. 13. @juntajoe http://bit.ly/2012cmtrends
    14. 14. @juntajoe http://bit.ly/2012cmtrends
    15. 15. @juntajoe http://bit.ly/2012cmtrends
    16. 16. @juntajoe Shutterstock
    17. 17. @juntajoe Shutterstock
    18. 18. @juntajoe
    19. 19. @juntajoe
    20. 20. @juntajoe THE PROBLEM WITH WHAT?
    21. 21. @juntajoe
    22. 22. @juntajoe
    23. 23. @juntajoe
    24. 24. @juntajoe
    25. 25. @juntajoe (the planning of the “what”) must always precede the tactics (the “what” and “how”) STRATEGY
    26. 26. @juntajoe WHY?
    27. 27. @juntajoe
    28. 28. @juntajoe
    29. 29. @juntajoe
    30. 30. @juntajoe Why?
    31. 31. @juntajoe Search Engine Optimization Lead Generation Social Media YOUR UNIQUE STORY (authority to publish)
    32. 32. @juntajoe Business Purpose Higher Purpose
    33. 33. @juntajoe
    34. 34. @juntajoe HIGHER PURPOSE HIGHER PURPOSE
    35. 35. @juntajoe Five Content Types that Separate the Good to Great Content Marketers
    36. 36. @juntajoe The Niche, Non-Sales Content Platform
    37. 37. @juntajoe
    38. 38. @juntajoe
    39. 39. @juntajoe
    40. 40. @juntajoe
    41. 41. @juntajoe
    42. 42. @juntajoe
    43. 43. @juntajoe Story Explosion
    44. 44. @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
    45. 45. @juntajoe
    46. 46. @juntajoe
    47. 47. @juntajoe The Chief Storyteller
    48. 48. @juntajoe The Content Marketing Team Typical roles within your existing team…
    49. 49. @juntajoe Social Media Public Relations Marketing Email Mobile Search
    50. 50. @juntajoe Example…. Todd Wheatland VP of Thought Leadership Kelly Services
    51. 51. @juntajoe Example… Rob Yoegel Content Marketing Director Monetate
    52. 52. @juntajoe Leveraging Employees in Content Creation
    53. 53. @juntajoe
    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 AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    60. 60. @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    61. 61. @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    62. 62. @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    63. 63. @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    64. 64. @juntajoe AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    65. 65. @juntajoe Building the Content Community (a focus on referral traffic)
    66. 66. @juntajoe
    67. 67. @juntajoe
    68. 68. @juntajoe
    69. 69. @juntajoe
    70. 70. @juntajoe
    71. 71. @juntajoe
    72. 72. @juntajoe
    73. 73. @juntajoe
    74. 74. @juntajoe • Higher Purpose Calling • Understand the “reader” like a publisher does. • The Story Platform • Remove “You” from the Story • Get Your Community Involved
    75. 75. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter

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