10 Steps to Content Marketing Success
 

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Joe Pulizzi delivered a phenomenal session at Demand Success 2013: 10 Steps to Content Marketing Success. Customers buy only after they thoroughly research their options, and social media revolves ...

Joe Pulizzi delivered a phenomenal session at Demand Success 2013: 10 Steps to Content Marketing Success. Customers buy only after they thoroughly research their options, and social media revolves around topics often published on websites. The two forces combined have created a content marketing revolution. Get Joe's top ten tips on developing quality content, leveraging emerging trends and connecting with social media.

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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.
  • 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.

10 Steps to Content Marketing Success Presentation Transcript

  • 1. 10 Steps to Content Marketing Success Joe Pulizzi
  • 2. @juntajoe #Demand13
  • 3. @juntajoe #Demand13
  • 4. @juntajoe #Demand13 Search Engine Optimization Lead Generation Social Media STORYTELLING
  • 5. @juntajoe #Demand13 Example of trying…
  • 6. @juntajoe #Demand13
  • 7. @juntajoe #Demand13
  • 8. @juntajoe #Demand13
  • 9. @juntajoe #Demand13 I see the future and it is ____________
  • 10. @juntajoe #Demand13
  • 11. @juntajoe #Demand13
  • 12. @juntajoe #Demand13
  • 13. @juntajoe #Demand13
  • 14. @juntajoe #Demand13 Red Bull – The Media Co.
  • 15. @juntajoe #Demand13 Show Me the Research!
  • 16. @juntajoe #Demand13 http://bitly.com/cm-research
  • 17. @juntajoe #Demand13 http://bitly.com/cm-research
  • 18. @juntajoe #Demand13
  • 19. @juntajoe #Demand13
  • 20. @juntajoe #Demand13 54%Increasing http://bitly.com/cm-research
  • 21. @juntajoe #Demand13 Why Are We Here? Just 36% believe their content marketing is effective
  • 22. @juntajoe #Demand13 Our Biggest Content Marketing Challenge • Producing Enough Content • Producing the Kind of Content that Engages
  • 23. @juntajoe #Demand13 THE PROBLEM WITH WHAT?
  • 24. @juntajoe #Demand13
  • 25. @juntajoe #Demand13
  • 26. @juntajoe #Demand13
  • 27. @juntajoe #Demand13
  • 28. @juntajoe #Demand13 WHY?
  • 29. @juntajoe #Demand13 Questions?
  • 30. @juntajoe #Demand13 Find Your Why
  • 31. @juntajoe #Demand13
  • 32. @juntajoe #Demand13
  • 33. @juntajoe #Demand13
  • 34. @juntajoe #Demand13
  • 35. @juntajoe #Demand13
  • 36. @juntajoe #Demand13
  • 37. @juntajoe #Demand13
  • 38. @juntajoe #Demand13
  • 39. @juntajoe #Demand13
  • 40. @juntajoe #Demand13 Create a Content Marketing Mission
  • 41. @juntajoe #Demand13 Why?
  • 42. @juntajoe #Demand13 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.
  • 43. @juntajoe #Demand13 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
  • 44. @juntajoe #Demand13 Develop Your Audience/Buyer Personas
  • 45. @juntajoe #Demand13 @juntajoe One Buyer Persona For Every Group • Job title, Vertical, Power in organization • Different products or services? • It’s the WHO you are marketing to Developing Buyer Personas
  • 46. @juntajoe #Demand13 @juntajoe Jeremy • Mid 30’s – Coffee lover • Works at a bank • Responds to email; phone not so much. • Frustrated because his company is growing too fast to keep up with support • Sales USP: Enable Jeremy to be 25% more effective! • Personal UVP: Give me more time to be me!! Jeremy Our IT Buyer
  • 47. @juntajoe #Demand13 @juntajoe Put your Journalist or Storyteller hat on: • WHO is the persona… emotionally attached • WHAT does she do? What does his day look like? • WHERE is the gap in his needs/wants? • WHEN does he need to close this gap? • WHY does he care about the product us? Buyer Persona Profiles
  • 48. @juntajoe #Demand13 Get Your Content on the Same Page in the Company
  • 49. @juntajoe #Demand13 Social Media Public Relations Marketing Email Mobile Search
  • 50. @juntajoe #Demand13 Plan to Repurpose Up Front, Not After
  • 51. @juntajoe #Demand13 Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.
  • 52. @juntajoe #Demand13 Bring In the Influencers
  • 53. @juntajoe #Demand13
  • 54. @juntajoe #Demand13
  • 55. @juntajoe #Demand13
  • 56. @juntajoe #Demand13 Focus on Subscription
  • 57. @juntajoe #Demand13
  • 58. @juntajoe #Demand13
  • 59. @juntajoe #Demand13 Use Social Media 4-1-1
  • 60. @juntajoe #Demand13 61 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 61. @juntajoe #Demand13
  • 62. @juntajoe #Demand13 Give Content Gifts
  • 63. @juntajoe #Demand13
  • 64. @juntajoe #Demand13 Leverage SlideShare
  • 65. @juntajoe #Demand13 66 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 66. @juntajoe #Demand13 67 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 67. @juntajoe #Demand13 68 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  • 68. @juntajoe #Demand13 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
  • 69. @juntajoe #Demand13
  • 70. @juntajoe #Demand13 Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter Sept. 9-11, 2013 CLEVELAND, OH Available Now on Pre-Order