March 28, 2014Design ©2014 Social Media Examiner, Content Copyright Presenter • Do not distribute
5 Content Marketing
Prac...
@JoePulizzi #SMMW14
Content Marketing Institute
CMI teaches marketers how to effectively own their media channels
to attra...
@JoePulizzi #SMMW14
There Is One Key
to a Successful
Presentation
@JoePulizzi #SMMW14
4
Image courtesy of Pooky Poetry
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
The Evolution of
Content Marketing
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
91/100
http://bitly.com/cm-research
@JoePulizzi #SMMW14 sodahead.com
@JoePulizzi #SMMW14
Just 42% believe their
content marketing is effective
http://bitly.com/cm-research
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
How Many of You
Have a Documented
Content Marketing
Strategy?
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
Sales, Savings &
Sunshine
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
CREATE A WHY FOR
EACH CHANNEL
@JoePulizzi #SMMW14
Create a Content Marketing
Mission Statement
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
Why?Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful information,...
@JoePulizzi #SMMW14
Never Build Your Content
Ship on Rented Land
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
Focus on Subscribers As
a Key Metric
@JoePulizzi #SMMW14 38
@JoePulizzi #SMMW14 39
@JoePulizzi #SMMW14
What’s the difference
between those who
subscribe to my content
and those that don’t?
@JoePulizzi #SMMW14
Leverage Influencers the
Build an Audience
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
Sales
Content
Marketing
Influencer
Sharing
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14 45
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
47
@JoePulizzi #SMMW14
48
@JoePulizzi #SMMW14
Buy vs. Build
@JoePulizzi #SMMW14
Image courtesy sendgrid.com
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
1. Set Your Goals for Sales, Savings or Sunshine
2. Why Are You Using Each Channel?
3. Focus On the Re...
@JoePulizzi #SMMW14
54
Joe Pulizzi
joe@contentinstitute.com
@JoePulizzi
5 Content Marketing Practices Businesses Ignore (and You Should Not) #SMMW14
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5 Content Marketing Practices Businesses Ignore (and You Should Not) #SMMW14

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The 5 Content Marketing Practices that Business Ignore, presented by Joe Pulizzi at Social Media Marketing World 2014. Covers topics such as the content marketing mission statement, a social influencer program and a buy versus build debate.

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  • 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.
  • 5 Content Marketing Practices Businesses Ignore (and You Should Not) #SMMW14

    1. 1. March 28, 2014Design ©2014 Social Media Examiner, Content Copyright Presenter • Do not distribute 5 Content Marketing Practices Businesses Ignore (and You Should Not) Presented by Joe Pulizzi
    2. 2. @JoePulizzi #SMMW14 Content Marketing Institute CMI teaches marketers how to effectively own their media channels to attract and retain customers.
    3. 3. @JoePulizzi #SMMW14 There Is One Key to a Successful Presentation
    4. 4. @JoePulizzi #SMMW14 4 Image courtesy of Pooky Poetry
    5. 5. @JoePulizzi #SMMW14
    6. 6. @JoePulizzi #SMMW14 The Evolution of Content Marketing
    7. 7. @JoePulizzi #SMMW14
    8. 8. @JoePulizzi #SMMW14
    9. 9. @JoePulizzi #SMMW14
    10. 10. @JoePulizzi #SMMW14
    11. 11. @JoePulizzi #SMMW14
    12. 12. @JoePulizzi #SMMW14
    13. 13. @JoePulizzi #SMMW14
    14. 14. @JoePulizzi #SMMW14 91/100 http://bitly.com/cm-research
    15. 15. @JoePulizzi #SMMW14 sodahead.com
    16. 16. @JoePulizzi #SMMW14 Just 42% believe their content marketing is effective http://bitly.com/cm-research
    17. 17. @JoePulizzi #SMMW14
    18. 18. @JoePulizzi #SMMW14 How Many of You Have a Documented Content Marketing Strategy?
    19. 19. @JoePulizzi #SMMW14
    20. 20. @JoePulizzi #SMMW14
    21. 21. @JoePulizzi #SMMW14 Sales, Savings & Sunshine
    22. 22. @JoePulizzi #SMMW14
    23. 23. @JoePulizzi #SMMW14
    24. 24. @JoePulizzi #SMMW14
    25. 25. @JoePulizzi #SMMW14
    26. 26. @JoePulizzi #SMMW14 CREATE A WHY FOR EACH CHANNEL
    27. 27. @JoePulizzi #SMMW14 Create a Content Marketing Mission Statement
    28. 28. @JoePulizzi #SMMW14
    29. 29. @JoePulizzi #SMMW14
    30. 30. @JoePulizzi #SMMW14
    31. 31. @JoePulizzi #SMMW14
    32. 32. @JoePulizzi #SMMW14 Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 1. Core Target Audience 2. What Will Be Delivered 3. The Outcome for the Audience
    33. 33. @JoePulizzi #SMMW14 Never Build Your Content Ship on Rented Land
    34. 34. @JoePulizzi #SMMW14
    35. 35. @JoePulizzi #SMMW14
    36. 36. @JoePulizzi #SMMW14 Focus on Subscribers As a Key Metric
    37. 37. @JoePulizzi #SMMW14 38
    38. 38. @JoePulizzi #SMMW14 39
    39. 39. @JoePulizzi #SMMW14 What’s the difference between those who subscribe to my content and those that don’t?
    40. 40. @JoePulizzi #SMMW14 Leverage Influencers the Build an Audience
    41. 41. @JoePulizzi #SMMW14
    42. 42. @JoePulizzi #SMMW14 Sales Content Marketing Influencer Sharing
    43. 43. @JoePulizzi #SMMW14
    44. 44. @JoePulizzi #SMMW14 45
    45. 45. @JoePulizzi #SMMW14
    46. 46. @JoePulizzi #SMMW14 47
    47. 47. @JoePulizzi #SMMW14 48
    48. 48. @JoePulizzi #SMMW14 Buy vs. Build
    49. 49. @JoePulizzi #SMMW14 Image courtesy sendgrid.com
    50. 50. @JoePulizzi #SMMW14
    51. 51. @JoePulizzi #SMMW14 1. Set Your Goals for Sales, Savings or Sunshine 2. Why Are You Using Each Channel? 3. Focus On the Reader’s Outcome 4. Create a Content Marketing Mission Statement 5. Don’t Build Your Content Ship on Rented Land 6. Focus on Subscribers as a Key Metric 7. Build an Influencer List to Build Audience 8. Bake Influencers Into Your Content 9. Create an Engine to Get and Keep Subscribers 10.Consider Buying!
    52. 52. @JoePulizzi #SMMW14
    53. 53. 54 Joe Pulizzi joe@contentinstitute.com @JoePulizzi
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