20 Steps to Content Marketing Success

Content Marketing 20 Steps to Success Joe Pulizzi Executive Director, CMI Co-Author, Get Content Get Customers

Content Marketing About Joe Pulizzi (@juntajoe) 6-8 September, 2011 joepulizzi.com/bio

Content Marketing Agenda
What?
Why?
Who?
10 reasons why you might be failing at content marketing and how to fix them AND 10 tips for great content creation.

Are You a Publisher?

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Publishing:
Publishing is the process of production and dissemination of information – the activity of making information available for public view.
http:// en.wikipedia.org /wiki/Publisher

Former Barriers to Entry
Content Acceptance
Talent
Technology
Databases

The Difference? Marketers Publishers

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“ Content Marketing Is the Only Marketing Left” - Seth Godin

Yes, we are all PUBLISHERS…

Search Engine Optimization Lead Generation Social Media STORYTELLING

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REASONS YOUR CONTENT STINKS AND HOW TO FIX IT

GOALS Too Many Content #1

The Goal of Content?
Customer Retention
Lead Generation
Thought Leadership
Lower Customer Service Costs
Open New Markets
Inspire Former Decision Makers
Content to Pay for Itself
Solve World Hunger
Somebody Thought It would be Cool
CEO Wants It

The Goal of Content?
Customer Retention
Lead Generation
Thought Leadership
Lower Customer Service Costs
Open New Markets
Inspire Former Decision Makers
Content to Pay for Itself
Solve World Hunger
Somebody Thought It would be Cool
CEO Wants It
Prioritize and Choose

Objective Convert Porsche and other sports cars to Corvette Buyers!

EVERYTHING Your Content is about #2

Get SUPER NICHE
Pets
Issues pertaining to pet owners who like to travel with their dogs.

YOU YOU YOU Your Content is about #3

Be the Solutions Provider The TRUSTED EXPERT
Give your customers relevant, compelling information
and/or
Show them a good time…

FIND Customers’ Pain Points KEYWORD ANALYSIS

GOOD ENOUGH Good Enough is NOT #4

Your Content Competition

Great Content Marketing
UNIQUE
USEFUL OR FUN
WELL EXECUTED
MATCHES THE MEDIA CHANNEL

STAND FOR? What does your content UNIQUE CONTENT W/ A POV

Grew Business from FIVE TO 70 MILLION

IT’S NOT WHAT YOU SELL (Wine) IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)

CATEGORY Create Your Own The Timeout Experience – “Giving people what they really didn’t know they wanted.” - Abe Peck, Medill School of Journalism

Google Insights

CALENDAR Lack of a Content #5

1-7-30-4-2-1 Plan
1=Daily (Twitter, Blog)
7=Weekly (eNewsletter)
30=Monthly (Webinar)
4=Quarterly (eBook, Magazine)
2=Bi-Annually (User Event)
1=Yearly (Large Research Project)

Podcasts (2)
Print Article
Digital Article
Tweet Schedule
Facebook Posts
Blog Posts
Guest Posts
White Paper
Case Study

EMPLOYEES Not Leveraging Your #6

Average 24 posts per week/90% participation.
Over 30,000 visits in six months.
3,000 enewsletter subscribers with 25% open rate.
Over 700 published blogs, articles, videos and podcasts.

ENGAGE IN CONTENT That People Will Magically #7

Target the top 10 – 15 blogs or websites in your niche
Read and get active…start commenting
Where else are your customers online?
Be the LinkedIn/Yahoo! Answers expert
Where are your customers HANGING OUT?

Blog is NOT ENOUGH BEST off-line content

OWNER Your Content Has NO #8

Jenny Cisney Chief Blogger/Sr. Social Media
3 Blogs (Thousand Words, Plugged In, Grow Your Biz).
17 Twitter Accounts
Kodak Community Exchange

EXPERIENCE You Don’t Have Content #9

What to do?
Hire or freelance a journalist?
Hire a content agency?
Search out your internal content producers.

SUPPORT You Don’t Have Internal #10

300% Less Chance of Success

How to Get “C”upport
Read this…………………….
Do the Competitor Test
Easier to Show Savings over Revenue (Wasted Salesperson Time)

The PATH to PUBLISHER
Specific Blogging Goals
Your Blog is SUPER Niche
Blog focuses on Customer Pain Points
Blog content is among the BEST in the industry
You stick to your publishing schedule
Employees are a key part of your blog
You build online relationships and great off-line content to spread your message.
You have a Chief Content Officer
You Insource or Outsource your content to experts
You have C-Level support for content marketing and blog.

THINGS YOU NEED TO BE DOING RIGHT NOW FOR YOUR ONLINE CONTENT

HEADLINES How to Use a Proper #1

Headline Tips
Think about the Problem
Focus on a Keyword Search (Google External Search)
Numbers Rule
Be VERY Specific
Ways to Increase Your Stock Returns 10 Ways to Make More Money with Small-Cap Stocks

PROBLEM From the Start, Scope the #2

MORE Less is #3

Short Tips
Short sentences
Bullets
Short paragraphs
Get rid of unnecessary words
Edit, Edit, Edit

CALL TO ACTION Think first about your #4

From Debbie Weil
Download our white paper
Join us on Twitter, Facebook, LinkedIn, YouTube, etc.
Ask us a question
Download our e-book
Sign up for our free webinar
Request our toolkit
Sign up for our e-newsletter
Request a demo

A SMALL PART One Blog Post is Just #5

LOVE Guest Blogging: Spreading the #6

Over 100 blogs, Over 100 Webinars

INFLUENCERS Promote the Key #7

MEASURE Measure, Measure #8

INFLUENCERS Do Q&A’s with the #9

OUTSOURCE FINAL TIP #10

Joe Pulizzi
[email_address] • @juntajoe on Twitter
THANK YOU!

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20 Steps to Content Marketing Success

by Joe Pulizzi on Feb 10, 2011

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20 Steps to Content Marketing Success — Presentation Transcript