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

  1. 1. Epic Content Marketing: 10 Forgotten Strategies @JoePulizzi
  2. 2. @JoePulizzi @JoePulizzi 2
  3. 3. @JoePulizzi 3
  4. 4. 4
  5. 5. @JoePulizzi Today • A bit of history… • A bit of research… • 10 forgotten strategies… (Large/Small/B2B/B2C) 5
  6. 6. @JoePulizzi 7
  7. 7. @JoePulizzi 8
  8. 8. @JoePulizzi Social Media Search Engine Optimization STORYTELLING Lead Generation 9
  9. 9. @JoePulizzi Example of trying… 10
  10. 10. @JoePulizzi 11
  11. 11. @JoePulizzi 12
  12. 12. @JoePulizzi Show Me the Research! 13
  13. 13. @JoePulizzi http://bitly.com/cm-research 14
  14. 14. @JoePulizzi 15
  15. 15. @JoePulizzi 16
  16. 16. @JoePulizzi Just 42% believe their content marketing is effective 17
  17. 17. @JoePulizzi Biggest Challenge: Producing Enough Content 18
  18. 18. @JoePulizzi A PROBLEM WITH 19
  19. 19. @JoePulizzi 20
  20. 20. @JoePulizzi 21
  21. 21. @JoePulizzi Find Your Why 22
  22. 22. @JoePulizzi 23
  23. 23. @JoePulizzi 24
  24. 24. @JoePulizzi 25
  25. 25. @JoePulizzi 26
  26. 26. @JoePulizzi 27
  27. 27. @JoePulizzi 28
  28. 28. @JoePulizzi 29
  29. 29. @JoePulizzi 30
  30. 30. @JoePulizzi Create a Content Marketing Mission 31
  31. 31. @JoePulizzi Why? 32
  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. 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. 34. @JoePulizzi Develop Your Audience/Buyer Personas 35
  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. 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. 37. @JoePulizzi Get Your Content on the Same Page in the Company 38
  38. 38. @JoePulizzi Social Media Public Relations Marketing Email Mobile Search 39
  39. 39. @JoePulizzi Plan to Repurpose Up Front, Not After 40
  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. 41. @JoePulizzi Audience Building: The Influencer Hit List 42
  42. 42. @JoePulizzi 43
  43. 43. @JoePulizzi Use Social Media 4-1-1 44
  44. 44. @JoePulizzi Influencer Sharing Sales Content  Marketing 45
  45. 45. @JoePulizzi Give Content Gifts 46
  46. 46. @JoePulizzi 47
  47. 47. @JoePulizzi 48
  48. 48. @JoePulizzi Focus on Subscription 49
  49. 49. @JoePulizzi 50
  50. 50. @JoePulizzi 51
  51. 51. @JoePulizzi 80% 52
  52. 52. @JoePulizzi 53
  53. 53. @JoePulizzi 54
  54. 54. @JoePulizzi 55
  55. 55. @JoePulizzi A year from now, what’s different? 56
  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. 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. 58. @JoePulizzi TO DO: Ask ‘why?’ for every channel 59
  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. 60. @JoePulizzi Joe Pulizzi joe@contentinstitute.com • @JoePulizzi on Twitter

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