Pulizzi content marketing now conf 2012-content strategy_day1
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Joe Pulizzi, founder Junta42 the Content Marketing Institute, will explore why and how a web content strategy will help you attract and retain customers, and help you ultimately choose the right ...

Joe Pulizzi, founder Junta42 the Content Marketing Institute, will explore why and how a web content strategy will help you attract and retain customers, and help you ultimately choose the right online marketing tactics.

Content Marketing Strategies Conference - May 2012. http://ContentMarketingNow.com #contentnow

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  • Okay, that’s quick – but you get the idea… What we’re identifying in building a Persona is the following… And the way I do it is to remember my old Journalism rules of Who What where When and WHY WHO is the persona – let’s get emotionally attached by giving him a name and making him real. WHAT does he do. What does his day look like – W hat is his normal routine WHERE is his Insight Gap – in other word where’s the gap with our target with and without our solution. How would our solution close that gap WHEN does he he need to close this gap… Is this immediate or is this not a critical piece to what he needs to live his life…. WHY does he care… This is the USP to this target. What can we uniquely to help this person out.
  • We have Two Buyer personas here – our Director of IT and The CFO at Financial Services companies… We want to really understand these people… Let’s draw a bit of a personality profile… You can do this by interviewing customers… Or, by interviewing sales people, or talking with prospective customers – or usually some combination of all of that…. So, through that process we might determine that: Our Director of IT – his name is Jeremy – and he’s young (mid 30’s) and he works at an Insurance company. He comes in every day and supports the organization through desktop support – working on their computers and he’s the typical geeky IT guy… Responds well to Email, but not so much on the phone… He’s frustrated because he can’t tie all his office computers together into one dashboard… With his company growing so quickly – he seems to continually be chasing his tail and behind in fixing computers… So, he could see BEFORE a computer crashes that it’s going to crash… That’s where your WIMP solution comes in…. If he could just have that – he’d know BEFORE there were problems and could fix or replace broken computers… So, what’s the GAP with Jeremy – well he doesn’t really know how to build a business case for this. He’s not a business guy – and while he’s seen the Web site for the WIMP solution – he doesn’t really know much about it. So, the USP (or our Unique Selling Proposition) to Jeremy is that our WIMP solution will uniquely enable him to save more than 10 hours per week in saved calls, repair time and waiting for replacement parts. That means we can make Jeremy look like a rock star (his personal win) to his colleagues while we enable him to be 25% more effective at his job…

Pulizzi content marketing now conf 2012-content strategy_day1 Presentation Transcript

  • 1. @juntajoe Web Content Strategy (in 45 minutes)Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
  • 2. @juntajoe Agenda• Setting the Stage• Lots of Time on “Why?”• Over 80 Slides – Are you kidding me?• End with a Case Study
  • 3. @juntajoehttp://bit.ly/2012cmtrends
  • 4. @juntajoeWhat?
  • 5. @juntajoe
  • 6. @juntajoe
  • 7. @juntajoe
  • 8. @juntajoeWrong Question
  • 9. @juntajoeStrategy (the planning of the“what”) must always precede the tactics (the “what” and “how”)
  • 10. @juntajoeWhy?
  • 11. @juntajoe
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  • 13. @juntajoe
  • 14. @juntajoe
  • 15. @juntajoe
  • 16. @juntajoe
  • 17. @juntajoeWhy?
  • 18. @juntajoe Search EngineSocial Media Optimization YOUR UNIQUE STORY Lead Generation
  • 19. @juntajoe“Where your talents meet theneeds of the world, therein lies your calling.” Aristotle
  • 20. @juntajoeBusiness HigherPurpose Purpose
  • 21. @juntajoe
  • 22. @juntajoe HIGHERPURPOSE
  • 23. @juntajoeHigher Purpose in Action
  • 24. @juntajoe
  • 25. @juntajoeEnabling Women to Have More Quality Time with Their Families
  • 26. @juntajoe
  • 27. @juntajoeEnabling Teen Girls toBe More Confident with Their Sexuality
  • 28. @juntajoe
  • 29. @juntajoeHelping Men Become Better Men
  • 30. @juntajoeWho?
  • 31. @juntajoe
  • 32. @juntajoeSet up Listening Posts(Identify Pain Points) KEYWORD ANALYSIS GOOGLE INSIGHTS
  • 33. @juntajoePut your Journalist hat on:• WHO is the persona?• WHAT does she do? What does her day look like?• WHERE is the gap in his needs/wants?• WHEN does he need to close this gap?• WHY does he care about us
  • 34. @juntajoeJeremy The IT BuyerJeremy• 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• USP: Enable Jeremy to be 25% more effective!
  • 35. @juntajoeSmall or Big
  • 36. @juntajoeThe Sales Funnel Contacts Leads Qualified Opportunities Finalist Verbal
  • 37. @juntajoeThe Buying Process
  • 38. @juntajoeThe Engagement Cycle
  • 39. @juntajoeHow?
  • 40. @juntajoe
  • 41. @juntajoe
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  • 45. @juntajoe
  • 46. @juntajoeA Publishing Model
  • 47. @juntajoeA Publishing Model
  • 48. @juntajoeA Publishing Model
  • 49. @juntajoeTime to get the content…
  • 50. @juntajoeBasic Content AuditTaking stock of your content can be complex….• Goal is to identify the content• Good enough is in many cases… Good Enough• Identify ALL the different types of marketing content• Is it supporting the Engagement Cycle?
  • 51. @juntajoe Filling the gaps…1. Raw content that is POSSIBLE2. Employee AWARENESS3. OUTSIDE Sources5. Organizing the TEAM
  • 52. @juntajoeThe content marketing team…. Typical roles within your existing team…
  • 53. @juntajoeWhat?/When?
  • 54. @juntajoeTaking the Stories… TITLE AUTHOR META DATA.
  • 55. @juntajoeA Segmentation Grid
  • 56. @juntajoeMap Our Content
  • 57. @juntajoeFill The HolesNot All Content Is Equal• Repurpose content• Re-Title and Repackage• Sometimes better targeted to another persona or elsewhere in funnel.
  • 58. @juntajoeRepackaging The Content BECOMESCFO – TOP OF THE FUNNEL DIR. IT – MID-FUNNEL
  • 59. @juntajoeWhere?
  • 60. @juntajoe
  • 61. @juntajoeCreating Our Channel Plan1. Channel Objectives The objectives of the channel.. its purpose, personality, velocity, other initiatives2. Metrics Expectations for the channel – not measurement goals.4. Personas Addressed Which personas are addressed by this channel?• Editorial Calendar It’s fed by multiple initiatives – it should be balanced Velocity, Tone, Desired Action, Structure
  • 62. @juntajoe
  • 63. @juntajoehttp://bit.ly/cmplaybook
  • 64. @juntajoe
  • 65. @juntajoeThere is More Than 1 Content Metric
  • 66. @juntajoeBuilding the Analytics Pyramid3.Measure everything – Report only what’s important4.Use analytics to drive changes to process, not prove a point.5.Always ask – “what is the action we can take on this metric” (positive and negative)7.Budget for success and failure
  • 67. @juntajoeBuilding the Analytics Pyramid My Goal: Increase leads by 10% with no extra investment. 5.Primary indicators for my c- suite and my board. 6.Secondary indicators for influencers and for managers. 8.User indicators – for my “on the ground team”.
  • 68. @juntajoeStrategy in ACTION
  • 69. @juntajoe
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  • 72. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 73. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 74. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 75. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 76. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 77. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 78. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 79. @juntajoeAverage 24 original posts per week plus dozens more curated/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 – Continually repurpose.More Closed Business, Shorter Sales Cycles
  • 80. @juntajoe THE LAST SLIDE• Higher Purpose Calling• Understand the “reader”• Create Your Engagement Cycle• The Story Platform• The Channel Plan• Define Your Metrics/Set Expectations
  • 81. @juntajoe THANK YOU Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter