8 Content Marketing Strategies to Take Now
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8 Content Marketing Strategies to Take Now

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Joe Pulizzi presentation to the American Marketing Association in Cleveland on the impact of content marketing. Includes some new content marketing research and eight content strategies you should be ...

Joe Pulizzi presentation to the American Marketing Association in Cleveland on the impact of content marketing. Includes some new content marketing research and eight content strategies you should be looking into now as part of your overall marketing program.

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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.
  • 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.

8 Content Marketing Strategies to Take Now Presentation Transcript

  • 1. Your Brand as PublisherShould Content Be the Center of Your Marketing?Joe Pulizzi (@juntajoe)Founder, Content Marketing InstituteCo-Author, Get Content Get Customersand Managing Content Marketing @juntajoe
  • 2. To help transform marketers into publishers. Less renting, more owning.EVENTS MEDIA CONSULTING @juntajoe
  • 3. Today’s Agenda• The Latest Research on What’s Happening in Content Marketing• 8 Things That I Would Be Doing Right Now If I Were You re: Content• Q&A @juntajoe
  • 4. Today’s Agenda• The Latest Research on What’s Happening in Content Marketing• 8 Things That I Would Be Doing Right Now If I Were You re: Content• Q&A 65 Slides in 40 Minutes @juntajoe
  • 5. As heard this week…“We cannot accomplish ourgoals without compellingand relevant content for ourcustomers. If we don’t, theywill not come back.”- Pam Didner, Intel @juntajoe
  • 6. As heard this week…“You don’t need the middlemananymore…you can nowcommunicate directly with yourcustomers. Your job is to createvalue.”- Mitch Joel, Twist Image NYTimes Best Selling Author @juntajoe
  • 7. The Difference? Marketers Publishers/Media @juntajoe
  • 8. The Difference? Marketers Publishers/Media @juntajoe
  • 9. @juntajoe
  • 10. Content Marketing = 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 @juntajoe
  • 11. Stories to Interruption and Back Again• Content Acceptance• Talent• Technology @juntajoe
  • 12. Content Marketing @juntajoe
  • 13. Content Marketing is…Marketers as PublishersOwning the media, not Renting the mediaAttract and/or retain customers by creating/curating valuable and compelling content on aconsistent basis to maintain or change abehavior. @juntajoe
  • 14. Search EngineSocial Media Optimization STORYTELLING Lead Generation @juntajoe
  • 15. @juntajoe
  • 16. “Content MarketingIs the OnlyMarketing Left” - Seth Godin @juntajoe
  • 17. @juntajoe
  • 18. @juntajoe
  • 19. @juntajoe
  • 20. @juntajoe
  • 21. 60% @juntajoe
  • 22. @juntajoeShutterstock
  • 23. @juntajoeShutterstock
  • 24. @juntajoe
  • 25. “Content Marketing is like using a new muscle.Marketers need to keep it in shape.” @juntajoe
  • 26. 8 Things I Would Do Right NowRe: Content Marketing @juntajoe
  • 27. Tackle one biggoal, something broken or make something better with content… @juntajoe
  • 28. @juntajoe
  • 29. ObjectiveConvert Porscheand other sportscars to CorvetteBuyers! @juntajoe
  • 30. @juntajoe
  • 31. @juntajoe
  • 32. @juntajoe
  • 33. 10 to 1content…reimagine @juntajoe
  • 34. Story Concept• Main Deliverable• Possible Ways to Break it Up – “10 to 1”• Think “before” and “after” – What can the content become? @juntajoe
  • 35. Re-Imagine Pre-Activation Distribution @juntajoe
  • 36. Re-Imagine Pre-Activation Distribution @juntajoe
  • 37. Re-Imagine Pre-Activation Google PANDA Changes Everything Distribution @juntajoe
  • 38. @juntajoe
  • 39. Take the visual content audit… @juntajoe
  • 40. @juntajoe
  • 41. http://www.progressiveoffice.com.au @juntajoe
  • 42. Clearly identify roles… @juntajoe
  • 43. The content marketing team….Typical roles within your existing team… Chief Content Officer Managing Chief Content Editors Listening Producers Officers Content Creators @juntajoe
  • 44. Test a niche to becomethe leading resource for your customers in that area @juntajoe
  • 45. @juntajoe
  • 46. @juntajoe
  • 47. @juntajoe
  • 48. Partner if you have to… @juntajoe
  • 49. @juntajoe
  • 50. @juntajoe
  • 51. Or buy the leading trade media company… @juntajoe
  • 52. Just Buy It • JPG Magazine, the innovative photography magazine from 8020 publishing, closed its doors… @juntajoe
  • 53. Reach out to contentcreators and influencers @juntajoe
  • 54. @juntajoe
  • 55. @juntajoe
  • 56. @juntajoe
  • 57. @juntajoe
  • 58. @juntajoe
  • 59. LAST QUESTION: In two years, what company will beresponsible for the mostcontent production in the world? @juntajoe
  • 60. @juntajoe
  • 61. THE LAST SLIDETHINKING LIKE A PUBLISHER• What does your audience really need to know? (pain points)• Share awesome stuff (the best in your industry) with clear goals!• It’s almost never about you (your story needs to be about your customers).• What are your content roles? @juntajoe
  • 62. Q&A Joe Pulizzijoe@junta42.com • @juntajoe on Twitter September 4 – 6, 2012 – Columbus, Ohio @juntajoe