October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing

1. Epic Content Marketing:
10 Forgotten Strategies
@JoePulizzi

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Today
• A bit of history…
• A bit of research…
• 10 forgotten strategies…
(Large/Small/B2B/B2C)
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Social Media
Search Engine
Optimization
STORYTELLING
Lead
Generation
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Example of
trying…
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Show Me the
Research!
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http://bitly.com/cm-research
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Just 42% believe their
content marketing is effective
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Biggest Challenge:
Producing
Enough Content
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A PROBLEM WITH
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Find Your Why
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Create a Content
Marketing Mission
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Why?
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33. Welcome to Inc.com, the place
Why? business
where entrepreneurs and
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.
@JoePulizzi
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34. Welcome to Inc.com, the place
Why? business
where entrepreneurs and
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.
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@JoePulizzi
Core Target Audience
What Will Be Delivered
The Outcome for the
Audience
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Develop Your
Audience/Buyer Personas
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Jeremy Our IT Buyer
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!!
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Buyer Persona Profiles
Put your Journalist or Storyteller hat on:
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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?
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Get Your Content on the
Same Page in the
Company
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Social Media
Public Relations
Marketing
Email
Mobile
Search
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Plan to Repurpose Up
Front, Not After
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Highly Atomized Within 5 Key Topic Areas
At least 20 unique pieces of content for each of 100+ keywords per year.

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Audience Building: The
Influencer Hit List
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Use Social Media 4-1-1
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Influencer
Sharing
Sales
Content
Marketing
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Give Content Gifts
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Focus on Subscription
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80%
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A year from now,
what’s different?
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Return on Objective
• Is the content driving sales?
• Is the content saving costs?
• Is the content making our
customers happier, thus
helping with retention?
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My Goal: Impact on Sales,
Costs or Retention
• Primary indicators for my
CXO and my board.
• Secondary indicators for
influencers and for managers.
• User indicators – for my “on
the ground team”.
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Managing Content Marketing

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TO DO:
Ask ‘why?’ for every
channel
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1. Watch Content 2020
2. Create a Content Marketing Mission Statement
3. Be the Leading Information Expert in Your Industry
4. Focus on Useful Content
5. Answer Customer Questions
6. Multiple Outputs Per Story Idea
7. Focus on Subscription
8. Leverage SlideShare
9. Start Partnering with Influencers
10. Use Social Media 4‐1‐1

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Joe Pulizzi
joe@contentinstitute.com • @JoePulizzi on Twitter