Forgotten Strategies to Execute Now
Epic Content Marketing
Joe Pulizzi
Founder
Content Marketing Institute
Session Speaker
2
Joe Pulizzi
Content Marketing Institute
Author, Epic Content Marketing
@JoePulizzi
3
1
@JoePulizzi
Let’s Discuss
• A Bit of History (and definition)
• A Smidge of Research
• 6 Forgotten Strategies Specific to Content and
...
@JoePulizzi
6
@JoePulizzi
7
Search Engine
Optimization
Lead
Generation
Social Media
CONTENT
STRATEGY
@JoePulizzi
8
http://bitly.com/cm-research
Just 42% believe their
content marketing is effective
http://bitly.com/cm-research
66%
11%
1212
Nurturing with Content
@JoePulizzi
The Messy Middle
Content Marketing Funnel
1414
#1 – Define the Audience
@JoePulizzi
Forgotten Strategies
Put your Journalist or Storyteller
hat on:
• WHO is the persona… emotionally attached
• WHAT does she do? What does his da...
Jeremy
• Mid 30’s – Coffee lover
• Works at a bank
• Responds to email; phone
not so much.
• Frustrated because his
compan...
Put your Journalist or Storyteller
hat on:
• WHO is the persona… emotionally attached
• WHAT does she do? What does his da...
18
Highly Atomized Within 5 Key Topic Areas
At least 20 unique pieces of content for each of 100+ keywords per
year.
1919
#2 – Define the Outcome
@JoePulizzi
Forgotten Strategies
20
21
26
27
2828
Create a Content Marketing
Mission Statement
@JoePulizzi
29
Why?
30
Why?Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful information,
advice, insights...
31
Why?Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful information,
advice, insights...
3232
#3 – Choose the Right
Content
@JoePulizzi
Forgotten Strategies
Research data, funny videos,
curated lists, infographics,
thought leadership
Types of Content
Thought leadership and
enter...
34
35
Best to Nurture
• eNewsletters
• In-Person Events
• White Papers
• Research Reports
• eBooks
80%+
38
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
EMAIL
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
40
@JoePulizzi
• Deliver specific
LinkedIn content
to sales team.
• Faster closes,
more customer
interactions.
4242
#4 – Don’t Overcomplicate
@JoePulizzi
Forgotten Strategies
43
Mid-sized CMS company – large
considered purchase ($100k to $200k)
“okay, we’ll try this content marketing thing”
BUT, ...
44
“wait for it....”
Customer Acquisition
Spent 2X as much
Stayed 5X as long
2X more likely to share
Creating Better Custo...
45
Persona #1 Building a Better
Business/Thought Leadership
Webinar
How-To-Webinar
eBook/White Paper Version of
Webinar (1...
4646
#5 – Find the Bigger Story
@JoePulizzi
Forgotten Strategies
4747
#5 – Find the Bigger Story
@JoePulizzi
48
49
50
5151
#6 – Don’t Forget Print
@JoePulizzi
Forgotten Strategies
@JoePulizzi
• 90% of subscribers
take some kind of
action upon reading
the publication.
53
@JoePulizzi
• “Has helped us get more
conversations with the C-
Suite than any other tool
we have.”
– Mike Kidder, VP M...
54
Thank You
Joe Pulizzi
Founder
Content Marketing Institute
joe@contentinstitute.com
@JoePulizzi
6 Forgotten Ways to Use Content for Lead Nurturing #LeadGenSummit
6 Forgotten Ways to Use Content for Lead Nurturing #LeadGenSummit
6 Forgotten Ways to Use Content for Lead Nurturing #LeadGenSummit
6 Forgotten Ways to Use Content for Lead Nurturing #LeadGenSummit
6 Forgotten Ways to Use Content for Lead Nurturing #LeadGenSummit
6 Forgotten Ways to Use Content for Lead Nurturing #LeadGenSummit
6 Forgotten Ways to Use Content for Lead Nurturing #LeadGenSummit
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6 Forgotten Ways to Use Content for Lead Nurturing #LeadGenSummit

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Presentation given by Epic Content Marketing author Joe Pulizzi on the 6 forgotten strategies of content marketing for nurturing (at Lead Gen Summit 2013 - MarketingSherpa/Meclabs). Includes using buyer personas, content mission statements, channels usage and even print.

Published in: Business, Technology

6 Forgotten Ways to Use Content for Lead Nurturing #LeadGenSummit

  1. Forgotten Strategies to Execute Now Epic Content Marketing Joe Pulizzi Founder Content Marketing Institute
  2. Session Speaker 2 Joe Pulizzi Content Marketing Institute Author, Epic Content Marketing @JoePulizzi
  3. 3 1 @JoePulizzi
  4. Let’s Discuss • A Bit of History (and definition) • A Smidge of Research • 6 Forgotten Strategies Specific to Content and Nurturing
  5. @JoePulizzi
  6. 6 @JoePulizzi
  7. 7 Search Engine Optimization Lead Generation Social Media CONTENT STRATEGY @JoePulizzi
  8. 8 http://bitly.com/cm-research
  9. Just 42% believe their content marketing is effective
  10. http://bitly.com/cm-research 66% 11%
  11. 1212 Nurturing with Content @JoePulizzi
  12. The Messy Middle Content Marketing Funnel
  13. 1414 #1 – Define the Audience @JoePulizzi Forgotten Strategies
  14. 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 should he care about the product us? Audience Persona Profiles 15
  15. 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!! Jeremy Our IT Buyer 16
  16. 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? Buyer Persona Profiles 17
  17. 18 Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.
  18. 1919 #2 – Define the Outcome @JoePulizzi Forgotten Strategies
  19. 20
  20. 21
  21. 26
  22. 27
  23. 2828 Create a Content Marketing Mission Statement @JoePulizzi
  24. 29 Why?
  25. 30 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.
  26. 31 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
  27. 3232 #3 – Choose the Right Content @JoePulizzi Forgotten Strategies
  28. Research data, funny videos, curated lists, infographics, thought leadership Types of Content Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studies Early Stage Middle Stage Late Stage Source: Marketo
  29. 34
  30. 35 Best to Nurture • eNewsletters • In-Person Events • White Papers • Research Reports • eBooks
  31. 80%+
  32. 38
  33. AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  34. 40 @JoePulizzi • Deliver specific LinkedIn content to sales team. • Faster closes, more customer interactions.
  35. 4242 #4 – Don’t Overcomplicate @JoePulizzi Forgotten Strategies
  36. 43 Mid-sized CMS company – large considered purchase ($100k to $200k) “okay, we’ll try this content marketing thing” BUT, customer acquisition was 1.2x the cost 1.5x as long
  37. 44 “wait for it....” Customer Acquisition Spent 2X as much Stayed 5X as long 2X more likely to share Creating Better Customers
  38. 45 Persona #1 Building a Better Business/Thought Leadership Webinar How-To-Webinar eBook/White Paper Version of Webinar (10 Steps) CTAs in Report (Landing Page/Phone #) Attended Attended
  39. 4646 #5 – Find the Bigger Story @JoePulizzi Forgotten Strategies
  40. 4747 #5 – Find the Bigger Story @JoePulizzi
  41. 48
  42. 49
  43. 50
  44. 5151 #6 – Don’t Forget Print @JoePulizzi Forgotten Strategies
  45. @JoePulizzi • 90% of subscribers take some kind of action upon reading the publication.
  46. 53 @JoePulizzi • “Has helped us get more conversations with the C- Suite than any other tool we have.” – Mike Kidder, VP Marketing
  47. 54
  48. Thank You Joe Pulizzi Founder Content Marketing Institute joe@contentinstitute.com @JoePulizzi

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