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.

Transcript

  • 1. @juntajoe GOOD to GREATContent MarketingJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
  • 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. @juntajoe
  • 4. @juntajoe Barriers to Entry are Gone• Content Acceptance• Talent• Technology
  • 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. @juntajoe
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  • 9. @juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation
  • 10. @juntajoe
  • 11. @juntajoehttp://bit.ly/2012cmtrends
  • 12. @juntajoehttp://bit.ly/2012cmtrends
  • 13. @juntajoehttp://bit.ly/2012cmtrends
  • 14. @juntajoehttp://bit.ly/2012cmtrends
  • 15. @juntajoe Shutterstock
  • 16. @juntajoe Shutterstock
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  • 19. @juntajoeTHE PROBLEM WITHWHAT?
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  • 24. @juntajoe STRATEGY (the planning of the “what”)must always precede the tactics (the “what” and “how”)
  • 25. @juntajoeWHY?
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  • 32. @juntajoeWhy?
  • 33. @juntajoe Search EngineSocial Media Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation
  • 34. @juntajoeBusiness HigherPurpose Purpose
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  • 36. @juntajoe HIGHERPURPOSE
  • 37. @juntajoe Five Content Types that Separate theGood to GreatContent Marketers
  • 38. @juntajoeThe Niche, Non-Sales Content Platform
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  • 46. @juntajoeStory Explosion
  • 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
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  • 50. @juntajoeThe Chief Storyteller
  • 51. @juntajoeThe Content Marketing TeamTypical roles within your existing team…
  • 52. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
  • 53. @juntajoeExample…. Todd Wheatland VP of Thought Leadership Kelly Services
  • 54. @juntajoeExample… Rob Yoegel Content Marketing Director Monetate
  • 55. @juntajoeLeveraging Employees in Content Creation
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  • 61. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 62. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 63. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 64. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 65. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 66. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 67. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 68. @juntajoe
  • 69. @juntajoeBuilding the Content Community(a focus on referral traffic)
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  • 74. @juntajoeGOOGLE ALERTS- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List
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  • 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. @juntajoe Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter