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October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing
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October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing

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October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing

October 2013 dmaDetroit Luncheon - Joe Pulizzi - Content Marketing

Published in: Marketing, Business, Technology
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  • 1. Epic Content Marketing: 10 Forgotten Strategies @JoePulizzi
  • 2. @JoePulizzi @JoePulizzi 2
  • 3. @JoePulizzi 3
  • 4. 4
  • 5. @JoePulizzi Today • A bit of history… • A bit of research… • 10 forgotten strategies… (Large/Small/B2B/B2C) 5
  • 6. @JoePulizzi 7
  • 7. @JoePulizzi 8
  • 8. @JoePulizzi Social Media Search Engine Optimization STORYTELLING Lead Generation 9
  • 9. @JoePulizzi Example of trying… 10
  • 10. @JoePulizzi 11
  • 11. @JoePulizzi 12
  • 12. @JoePulizzi Show Me the Research! 13
  • 13. @JoePulizzi http://bitly.com/cm-research 14
  • 14. @JoePulizzi 15
  • 15. @JoePulizzi 16
  • 16. @JoePulizzi Just 42% believe their content marketing is effective 17
  • 17. @JoePulizzi Biggest Challenge: Producing Enough Content 18
  • 18. @JoePulizzi A PROBLEM WITH 19
  • 19. @JoePulizzi 20
  • 20. @JoePulizzi 21
  • 21. @JoePulizzi Find Your Why 22
  • 22. @JoePulizzi 23
  • 23. @JoePulizzi 24
  • 24. @JoePulizzi 25
  • 25. @JoePulizzi 26
  • 26. @JoePulizzi 27
  • 27. @JoePulizzi 28
  • 28. @JoePulizzi 29
  • 29. @JoePulizzi 30
  • 30. @JoePulizzi Create a Content Marketing Mission 31
  • 31. @JoePulizzi Why? 32
  • 32. 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 33
  • 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. 1. 2. 3. @JoePulizzi Core Target Audience What Will Be Delivered The Outcome for the Audience 34
  • 34. @JoePulizzi Develop Your Audience/Buyer Personas 35
  • 35. @JoePulizzi 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!! 36
  • 36. @JoePulizzi Buyer Persona Profiles 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? 37
  • 37. @JoePulizzi Get Your Content on the Same Page in the Company 38
  • 38. @JoePulizzi Social Media Public Relations Marketing Email Mobile Search 39
  • 39. @JoePulizzi Plan to Repurpose Up Front, Not After 40
  • 40. @JoePulizzi Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.
  • 41. @JoePulizzi Audience Building: The Influencer Hit List 42
  • 42. @JoePulizzi 43
  • 43. @JoePulizzi Use Social Media 4-1-1 44
  • 44. @JoePulizzi Influencer Sharing Sales Content  Marketing 45
  • 45. @JoePulizzi Give Content Gifts 46
  • 46. @JoePulizzi 47
  • 47. @JoePulizzi 48
  • 48. @JoePulizzi Focus on Subscription 49
  • 49. @JoePulizzi 50
  • 50. @JoePulizzi 51
  • 51. @JoePulizzi 80% 52
  • 52. @JoePulizzi 53
  • 53. @JoePulizzi 54
  • 54. @JoePulizzi 55
  • 55. @JoePulizzi A year from now, what’s different? 56
  • 56. @JoePulizzi Return on Objective • Is the content driving sales? • Is the content saving costs? • Is the content making our  customers happier, thus  helping with retention? 57
  • 57. @JoePulizzi 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”. 58 Managing Content Marketing
  • 58. @JoePulizzi TO DO: Ask ‘why?’ for every channel 59
  • 59. @JoePulizzi 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
  • 60. @JoePulizzi Joe Pulizzi joe@contentinstitute.com • @JoePulizzi on Twitter

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