Good to Great Content Marketing - 6 Differences

Good to Great Content Marketing Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute Co-Author, Get Content Get Customers and Managing Content Marketing

To help transform marketers into publishers.
Less renting, more owning.
EVENTS MEDIA CONSULTING Sept 4-6, 2012 Columbus, OH

Today’s Agenda
Brief History of Content Marketing
The Latest Research on What’s Happening in Content Marketing
Six content activities that separate the Good from the Great in Content
Q&A

Barriers to Entry are Gone
Content Acceptance
Talent
Technology

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

Content Marketing

The Difference? Marketers Publishers/Media

Search Engine Optimization Lead Generation Social Media STORYTELLING

CONTENT 2020 – COCA-COLA

http://bit.ly/2012cmtrends

60% http://bit.ly/2012cmtrends

Shutterstock

Six Characteristics that Separate the Good to Great Content Marketers

#1 The Focused, Non-Sales Content Mission & Platform

Go Broad in a SUPER NICHE
Not just Pets
Issues pertaining to pet owners who like to travel with their dogs.

Pets
Issues pertaining to pet owners who like to travel with their dogs.

#2 Opening Up New Content/Media Markets

#3 The Chief Storyteller

The content marketing team…. Typical roles within your existing team…

Social Media Public Relations Marketing Email Mobile Search

Example…. Joe Chernov Vice President, Content Marketing Eloqua “ Joe is responsible for identifying, sourcing and distributing Eloqua’s market-facing content over all relevant social channels. He also oversees public relations, analyst relations and social media. Joe doubles as @eloqua on Twitter. He co-chairs the Word of Mouth Marketing Association’s member ethics panel and speaks at conferences and universities about social media and marketing ethics.”

Example…. Rob Yoegel Content Marketing Director Monetate

#4 Leveraging Employees in Content Creation

Average 24 posts per week/90% participation.
850% increase in site visitors in last 18 months.
10,000+ enewsletter subscribers with 25% open rate.
Over 1,000 published blogs, articles, videos and podcasts.
More Closed Business, Shorter Sales Cycles

#5 Removing the Brand from the Story

BEFORE THE LAST ONE, A QUESTION: In two years, what company will be responsible for the most original content production in the world?

#6 Building the Influencer or Customer Community (a focus on referral traffic)

http://bit.ly/2012cmtrends

Google External Tool

Google Alerts - Listen to Share Relevant Content - Listen for Story Ideas - Listen to Build Your Influencer List

Social Media 4-1-1

THE LAST SLIDE THINKING LIKE A PUBLISHER
Choose a niche you can become the leading expert in the world at.
Develop AND share the best multi-channel content on the planet.
Remove YOU from the story as much as possible…it will travel farther.

Joe Pulizzi
[email_address] • @juntajoe on Twitter
THANK YOU September 4 – 6, 2012 – Columbus, Ohio CODE “JUNTAJOE” TO SAVE $100

http://blog.junta42.com	3076
http://www.b2bmarketinginsider.com	875
http://www.business2community.com	473
http://www.scoop.it	66
http://storify.com	37
http://www.frontlinemarketingsystems.com	21
http://us-w1.rockmelt.com	18
http://feeds.feedburner.com	15
http://www.seowerkt.com	12
http://blogs.sap.com	10
http://www.hanrss.com	6
http://translate.googleusercontent.com	5
http://www.twylah.com	5
http://127.0.0.1	4
http://xianguo.com	3
http://feeds2.feedburner.com	2
http://www.netvibes.com	1
http://tweets.b2bdigital.net	1
http://a0.twimg.com	1

Good to Great Content Marketing - 6 Differences

by Content Marketing Institute on Feb 09, 2012

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Good to Great Content Marketing - 6 Differences — Presentation Transcript