@juntajoe                   GOOD to                   GREATContent MarketingJoe Pulizzi (@juntajoe)Founder, Content Market...
@juntajoe        TODAY’S AGENDA• Move Fast – 90 Slides in 45 Minutes!• Brief History of Content Marketing• The Latest Rese...
@juntajoe
@juntajoe Barriers to Entry are Gone• Content Acceptance• Talent• Technology
@juntajoe        As Heard Recently…“We cannot accomplish ourgoals without compellingand relevant content for ourcustomers....
@juntajoe
@juntajoe
@juntajoe
@juntajoe                        Search EngineSocial Media             Optimization          STORYTELLING             Lead...
@juntajoe
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
@juntajoe Shutterstock
@juntajoe Shutterstock
@juntajoe
@juntajoe
@juntajoeTHE PROBLEM WITHWHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe    STRATEGY   (the planning of the “what”)must always precede the tactics (the        “what” and “how”)
@juntajoeWHY?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeWhy?
@juntajoe                                 Search EngineSocial Media                      Optimization        YOUR UNIQUE S...
@juntajoeBusiness    HigherPurpose    Purpose
@juntajoe
@juntajoe HIGHERPURPOSE
@juntajoe  Five Content Types   that Separate theGood to GreatContent Marketers
@juntajoeThe Niche, Non-Sales  Content Platform
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeStory Explosion
@juntajoeThe Kelly Situation:Product:             Complex workforce solutionsTarget:              Largest 5,000 companies ...
@juntajoe
@juntajoe
@juntajoeThe Chief Storyteller
@juntajoeThe Content Marketing TeamTypical roles within your existing team…
@juntajoe Social MediaPublic Relations  Marketing     Email    Mobile    Search
@juntajoeExample….            Todd Wheatland            VP of Thought Leadership            Kelly Services
@juntajoeExample…           Rob Yoegel           Content Marketing Director           Monetate
@juntajoeLeveraging Employees in Content Creation
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe
@juntajoeBuilding the Content    Community(a focus on referral traffic)
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeGOOGLE ALERTS- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe•   Higher Purpose Calling•   Understand the “reader” like a publisher does.•   The Story Platform•   Remove “You...
@juntajoe               Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter
Content Marketing with Joe Pulizzi - 6.21.12
Content Marketing with Joe Pulizzi - 6.21.12
Content Marketing with Joe Pulizzi - 6.21.12
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Content Marketing with Joe Pulizzi - 6.21.12

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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.
  • Content Marketing with Joe Pulizzi - 6.21.12

    1. 1. @juntajoe GOOD to GREATContent MarketingJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
    2. 2. @juntajoe TODAY’S AGENDA• Move Fast – 90 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 ourgoals without compellingand relevant content for ourcustomers. If we don’t, theywill not come back.”Pam DidnerIntel
    6. 6. @juntajoe
    7. 7. @juntajoe
    8. 8. @juntajoe
    9. 9. @juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation
    10. 10. @juntajoe
    11. 11. @juntajoehttp://bit.ly/2012cmtrends
    12. 12. @juntajoehttp://bit.ly/2012cmtrends
    13. 13. @juntajoehttp://bit.ly/2012cmtrends
    14. 14. @juntajoehttp://bit.ly/2012cmtrends
    15. 15. @juntajoe Shutterstock
    16. 16. @juntajoe Shutterstock
    17. 17. @juntajoe
    18. 18. @juntajoe
    19. 19. @juntajoeTHE PROBLEM WITHWHAT?
    20. 20. @juntajoe
    21. 21. @juntajoe
    22. 22. @juntajoe
    23. 23. @juntajoe
    24. 24. @juntajoe STRATEGY (the planning of the “what”)must always precede the tactics (the “what” and “how”)
    25. 25. @juntajoeWHY?
    26. 26. @juntajoe
    27. 27. @juntajoe
    28. 28. @juntajoe
    29. 29. @juntajoe
    30. 30. @juntajoe
    31. 31. @juntajoe
    32. 32. @juntajoeWhy?
    33. 33. @juntajoe Search EngineSocial Media Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation
    34. 34. @juntajoeBusiness HigherPurpose Purpose
    35. 35. @juntajoe
    36. 36. @juntajoe HIGHERPURPOSE
    37. 37. @juntajoe Five Content Types that Separate theGood to GreatContent Marketers
    38. 38. @juntajoeThe Niche, Non-Sales Content Platform
    39. 39. @juntajoe
    40. 40. @juntajoe
    41. 41. @juntajoe
    42. 42. @juntajoe
    43. 43. @juntajoe
    44. 44. @juntajoe
    45. 45. @juntajoe
    46. 46. @juntajoeStory Explosion
    47. 47. @juntajoeThe Kelly Situation:Product: Complex workforce solutionsTarget: Largest 5,000 companies globallyDeal Size: $50m - $2bnKey Buyer Titles: HR, Procurement, Operations, C-SuiteAve Time to Close: 12-24 months
    48. 48. @juntajoe
    49. 49. @juntajoe
    50. 50. @juntajoeThe Chief Storyteller
    51. 51. @juntajoeThe Content Marketing TeamTypical roles within your existing team…
    52. 52. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
    53. 53. @juntajoeExample…. Todd Wheatland VP of Thought Leadership Kelly Services
    54. 54. @juntajoeExample… Rob Yoegel Content Marketing Director Monetate
    55. 55. @juntajoeLeveraging Employees in Content Creation
    56. 56. @juntajoe
    57. 57. @juntajoe
    58. 58. @juntajoe
    59. 59. @juntajoe
    60. 60. @juntajoe
    61. 61. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    62. 62. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    63. 63. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    64. 64. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    65. 65. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    66. 66. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    67. 67. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    68. 68. @juntajoe
    69. 69. @juntajoeBuilding the Content Community(a focus on referral traffic)
    70. 70. @juntajoe
    71. 71. @juntajoe
    72. 72. @juntajoe
    73. 73. @juntajoe
    74. 74. @juntajoeGOOGLE ALERTS- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List
    75. 75. @juntajoe
    76. 76. @juntajoe
    77. 77. @juntajoe
    78. 78. @juntajoe
    79. 79. @juntajoe
    80. 80. @juntajoe• Higher Purpose Calling• Understand the “reader” like a publisher does.• The Story Platform• Remove “You” from the Story• Get Your Community Involved
    81. 81. @juntajoe Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter
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