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.

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%

12. 1212
Nurturing with Content
@JoePulizzi

13. The Messy Middle
Content Marketing Funnel

14. 1414
#1 – Define the Audience
@JoePulizzi
Forgotten Strategies

15. 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

16. 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

17. 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

18. 18
Highly Atomized Within 5 Key Topic Areas
At least 20 unique pieces of content for each of 100+ keywords per
year.

19. 1919
#2 – Define the Outcome
@JoePulizzi
Forgotten Strategies

20. 20

21. 21

26. 26

27. 27

28. 2828
Create a Content Marketing
Mission Statement
@JoePulizzi

29. 29
Why?

30. 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.

31. 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

32. 3232
#3 – Choose the Right
Content
@JoePulizzi
Forgotten Strategies

33. 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

34. 34

35. 35
Best to Nurture
• eNewsletters
• In-Person Events
• White Papers
• Research Reports
• eBooks

37. 80%+

38. 38

39. AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
EMAIL
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS

40. 40
@JoePulizzi
• Deliver specific
LinkedIn content
to sales team.
• Faster closes,
more customer
interactions.

42. 4242
#4 – Don’t Overcomplicate
@JoePulizzi
Forgotten Strategies

43. 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

44. 44
“wait for it....”
Customer Acquisition
Spent 2X as much
Stayed 5X as long
2X more likely to share
Creating Better Customers

45. 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

46. 4646
#5 – Find the Bigger Story
@JoePulizzi
Forgotten Strategies

47. 4747
#5 – Find the Bigger Story
@JoePulizzi

48. 48

49. 49

50. 50

51. 5151
#6 – Don’t Forget Print
@JoePulizzi
Forgotten Strategies

52. @JoePulizzi
• 90% of subscribers
take some kind of
action upon reading
the publication.

53. 53
@JoePulizzi
• “Has helped us get more
conversations with the C-
Suite than any other tool
we have.”
– Mike Kidder, VP Marketing

54. 54

55. Thank You
Joe Pulizzi
Founder
Content Marketing Institute
joe@contentinstitute.com
@JoePulizzi