20 Steps to Content Marketing Success

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Presentation from Joe Pulizzi from the Content Marketing Institute on 10 ways to fix your content and 10 tactical tips to implement within your content marketing strategy.

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  • We have to focus on what would make us interesting to our customers. Clearly, not our products and services (for the most part). In order to create a magnet to attract customers and prospects to us, we have to market differently than we have in the past.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Now, all of this should be common sense, but the majority of content we create as companies still revolves around our products and services. Just look at your events, brochures, press releases. Are you creating more interesting information or more content about you you you.
  • So, in order to be successful in social media, we have two choices (see above). Can anyone think of any others?
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Identify where your customers are hanging out at…
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • 20 Steps to Content Marketing Success

    1. Content Marketing 20 Steps to Success Joe Pulizzi Executive Director, CMI Co-Author, Get Content Get Customers
    2. Content Marketing About Joe Pulizzi (@juntajoe) 6-8 September, 2011 joepulizzi.com/bio
    3. Content Marketing Agenda <ul><li>What? </li></ul><ul><li>Why? </li></ul><ul><li>Who? </li></ul><ul><li>10 reasons why you might be failing at content marketing and how to fix them AND 10 tips for great content creation. </li></ul>
    4. Are You a Publisher?
    5. Shutterstock
    6.  
    7. Shutterstock
    8.  
    9. Shutterstock
    10.  
    11. Publishing: <ul><li>Publishing  is the process of production and dissemination of  information  – the activity of making information available for public view. </li></ul>http:// en.wikipedia.org /wiki/Publisher
    12. Former Barriers to Entry <ul><li>Content Acceptance </li></ul><ul><li>Talent </li></ul><ul><li>Technology </li></ul><ul><li>Databases </li></ul>
    13.  
    14. The Difference? Marketers Publishers
    15. Shutterstock
    16.  
    17.  
    18. “ Content Marketing Is the Only Marketing Left” - Seth Godin
    19. Yes, we are all PUBLISHERS…
    20.  
    21.  
    22. Search Engine Optimization Lead Generation Social Media STORYTELLING
    23. Shutterstock
    24. Shutterstock
    25.  
    26. REASONS YOUR CONTENT STINKS AND HOW TO FIX IT
    27. GOALS Too Many Content #1
    28. The Goal of Content? <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Lower Customer Service Costs </li></ul><ul><li>Open New Markets </li></ul><ul><li>Inspire Former Decision Makers </li></ul><ul><li>Content to Pay for Itself </li></ul><ul><li>Solve World Hunger </li></ul><ul><li>Somebody Thought It would be Cool </li></ul><ul><li>CEO Wants It </li></ul>
    29. The Goal of Content? <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Lower Customer Service Costs </li></ul><ul><li>Open New Markets </li></ul><ul><li>Inspire Former Decision Makers </li></ul><ul><li>Content to Pay for Itself </li></ul><ul><li>Solve World Hunger </li></ul><ul><li>Somebody Thought It would be Cool </li></ul><ul><li>CEO Wants It </li></ul>Prioritize and Choose
    30. Objective Convert Porsche and other sports cars to Corvette Buyers!
    31.  
    32. EVERYTHING Your Content is about #2
    33.  
    34. Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
    35. YOU YOU YOU Your Content is about #3
    36.  
    37. Be the Solutions Provider The TRUSTED EXPERT <ul><li>Give your customers relevant, compelling information </li></ul><ul><li>and/or </li></ul><ul><li>Show them a good time… </li></ul>
    38. FIND Customers’ Pain Points KEYWORD ANALYSIS
    39.  
    40. GOOD ENOUGH Good Enough is NOT #4
    41. Your Content Competition
    42. Great Content Marketing <ul><li>UNIQUE </li></ul><ul><li>USEFUL OR FUN </li></ul><ul><li>WELL EXECUTED </li></ul><ul><li>MATCHES THE MEDIA CHANNEL </li></ul>
    43. STAND FOR? What does your content UNIQUE CONTENT W/ A POV
    44.  
    45. Grew Business from FIVE TO 70 MILLION
    46. IT’S NOT WHAT YOU SELL (Wine) IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)
    47. CATEGORY Create Your Own The Timeout Experience – “Giving people what they really didn’t know they wanted.” - Abe Peck, Medill School of Journalism
    48.  
    49. Google Insights
    50.  
    51.  
    52. CALENDAR Lack of a Content #5
    53. 1-7-30-4-2-1 Plan <ul><li>1=Daily (Twitter, Blog) </li></ul><ul><li>7=Weekly (eNewsletter) </li></ul><ul><li>30=Monthly (Webinar) </li></ul><ul><li>4=Quarterly (eBook, Magazine) </li></ul><ul><li>2=Bi-Annually (User Event) </li></ul><ul><li>1=Yearly (Large Research Project) </li></ul>
    54. <ul><li>Podcasts (2) </li></ul><ul><li>Print Article </li></ul><ul><li>Digital Article </li></ul><ul><li>Tweet Schedule </li></ul><ul><li>Facebook Posts </li></ul><ul><li>Blog Posts </li></ul><ul><li>Guest Posts </li></ul><ul><li>White Paper </li></ul><ul><li>Case Study </li></ul>
    55. EMPLOYEES Not Leveraging Your #6
    56.  
    57.  
    58.  
    59. <ul><li>Average 24 posts per week/90% participation. </li></ul><ul><li>Over 30,000 visits in six months. </li></ul><ul><li>3,000 enewsletter subscribers with 25% open rate. </li></ul><ul><li>Over 700 published blogs, articles, videos and podcasts. </li></ul>
    60.  
    61. ENGAGE IN CONTENT That People Will Magically #7
    62.  
    63. <ul><li>Target the top 10 – 15 blogs or websites in your niche </li></ul><ul><li>Read and get active…start commenting </li></ul><ul><li>Where else are your customers online? </li></ul><ul><li>Be the LinkedIn/Yahoo! Answers expert </li></ul>Where are your customers HANGING OUT?
    64.  
    65. Blog is NOT ENOUGH BEST off-line content
    66. OWNER Your Content Has NO #8
    67. Jenny Cisney Chief Blogger/Sr. Social Media <ul><li>3 Blogs (Thousand Words, Plugged In, Grow Your Biz). </li></ul><ul><li>17 Twitter Accounts </li></ul><ul><li>Kodak Community Exchange </li></ul>
    68. EXPERIENCE You Don’t Have Content #9
    69.  
    70. What to do? <ul><li>Hire or freelance a journalist? </li></ul><ul><li>Hire a content agency? </li></ul><ul><li>Search out your internal content producers. </li></ul>
    71. SUPPORT You Don’t Have Internal #10
    72. 300% Less Chance of Success
    73. How to Get “C”upport <ul><li>Read this……………………. </li></ul><ul><li>Do the Competitor Test </li></ul><ul><li>Easier to Show Savings over Revenue (Wasted Salesperson Time) </li></ul>
    74. The PATH to PUBLISHER <ul><li>Specific Blogging Goals </li></ul><ul><li>Your Blog is SUPER Niche </li></ul><ul><li>Blog focuses on Customer Pain Points </li></ul><ul><li>Blog content is among the BEST in the industry </li></ul><ul><li>You stick to your publishing schedule </li></ul><ul><li>Employees are a key part of your blog </li></ul><ul><li>You build online relationships and great off-line content to spread your message. </li></ul><ul><li>You have a Chief Content Officer </li></ul><ul><li>You Insource or Outsource your content to experts </li></ul><ul><li>You have C-Level support for content marketing and blog. </li></ul>
    75. THINGS YOU NEED TO BE DOING RIGHT NOW FOR YOUR ONLINE CONTENT
    76. HEADLINES How to Use a Proper #1
    77.  
    78. Headline Tips <ul><li>Think about the Problem </li></ul><ul><li>Focus on a Keyword Search (Google External Search) </li></ul><ul><li>Numbers Rule </li></ul><ul><li>Be VERY Specific </li></ul>Ways to Increase Your Stock Returns 10 Ways to Make More Money with Small-Cap Stocks
    79. PROBLEM From the Start, Scope the #2
    80.  
    81. MORE Less is #3
    82. Short Tips <ul><li>Short sentences </li></ul><ul><li>Bullets </li></ul><ul><li>Short paragraphs </li></ul><ul><li>Get rid of unnecessary words </li></ul><ul><li>Edit, Edit, Edit </li></ul>
    83.  
    84. CALL TO ACTION Think first about your #4
    85.  
    86. From Debbie Weil <ul><li>Download our white paper </li></ul><ul><li>Join us on Twitter, Facebook, LinkedIn, YouTube, etc. </li></ul><ul><li>Ask us a question </li></ul><ul><li>Download our e-book </li></ul><ul><li>Sign up for our free webinar </li></ul><ul><li>Request our toolkit </li></ul><ul><li>Sign up for our e-newsletter </li></ul><ul><li>Request a demo </li></ul>
    87. A SMALL PART One Blog Post is Just #5
    88.  
    89.  
    90. LOVE Guest Blogging: Spreading the #6
    91. <ul><li>Over 100 blogs, Over 100 Webinars </li></ul>
    92. INFLUENCERS Promote the Key #7
    93.  
    94.  
    95. MEASURE Measure, Measure #8
    96.  
    97.  
    98. INFLUENCERS Do Q&A’s with the #9
    99.  
    100.  
    101. OUTSOURCE FINAL TIP #10
    102.  
    103. <ul><li>Joe Pulizzi </li></ul><ul><li>[email_address] • @juntajoe on Twitter </li></ul>THANK YOU!

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