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@juntajoe         8 Essential    Content MarketingInitiatives You Shouldn’t        Be WithoutJoe Pulizzi (@juntajoe)Founde...
@juntajoe       TODAY’S AGENDA• Move Fast – 100+ Slides!• Brief History of Content Marketing• The Latest Research• The Big...
@juntajoe
@juntajoeWhat happenswhen you starttelling a story?
@juntajoe
@juntajoe
@juntajoe
@juntajoeWhy is this SO important?
@juntajoe                        Search EngineSocial Media             Optimization          STORYTELLING          STORYTE...
@juntajoeExample of trying…
@juntajoe
@juntajoe
@juntajoeI see the future    and it is ____________
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeRed Bull – The Media Co.
@juntajoeUnderwritten by
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe54%Increasing
@juntajoeWhy Are We Here?   Just 36% believe theircontent marketing is effective
@juntajoeOur Biggest ContentMarketing Challenge•Producing Enough Content•Producing the Kind of Contentthat Engages
@juntajoe
@juntajoe+
@juntajoe “We are trying tofigure out how our marketing can be   more useful.”
@juntajoe
@juntajoeTHE PROBLEM WITHWHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeWHY?
@juntajoeWhy?
@juntajoe                                 Search EngineSocial Media                      Optimization        YOUR UNIQUE S...
@juntajoeBusiness    HigherPurpose    Purpose
@juntajoe
@juntajoe HIGHER HIGHERPURPOSEPURPOSE
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe“How do we find and  create engagingcontent? Right now,we don’t have any.”
@juntajoe
@juntajoe
@juntajoe“How do we measure the success of our      content?”
@juntajoeKeys to ROI1.Know Why You Are MakingContent
@jaybaer                                @juntajoeAre You Measuring the Right Things?
@jaybaer                                  @juntajoe Content Helps Achieve BusinessObjectives, Not Content Objectives      ...
@jaybaer                           @juntajoeThe Goal Isn’t to be Good at Content.The Goal is to be Good at  Business, Beca...
@juntajoeKeys to ROI1.Know Why You Are MakingContent2.Buyer’s Journey3.Select the Right Metrics
@jaybaer                          @juntajoe4 Categories of Content       Metrics                   Courtesy Jay Baer
@jaybaer                               @juntajoeConsumption MetricsQuestion answered:“How many people viewed,downloaded, l...
@jaybaer                                            @juntajoeKey Questions• Do people consuming that content engage  in ot...
@jaybaer                        @juntajoeOn Customer Retention
@juntajoe
@juntajoe
@juntajoe“How do we get more content out of each    story idea?”
@juntajoeThe Kelly Situation:Product:             Complex workforce solutionsTarget:              Largest 5,000 companies ...
@juntajoe
@juntajoe
@juntajoe“Too many silos…wehave content all over  the place. Very     political.”
@juntajoeThe Content Marketing TeamTypical roles within your existing team…
@juntajoe Social MediaPublic Relations  Marketing     Email     Mobile    Search
@juntajoeExample….            Todd Wheatland            VP of Thought Leadership            Kelly Services
@juntajoeExample…           Rob Yoegel           Content Marketing Director           Monetate
@juntajoe“How do we get our employees to start creating content?”
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe  “We need to be  producing morecontent. More, more,      more.”
@juntajoe
@juntajoe
@juntajoe
@juntajoe   LEADINGINFORMATION  PROVIDER  FOR YOUR    NICHE
@juntajoe
@juntajoeDeliver content at all the right stages of the buying process              to attract and retain customers. Subsc...
@juntajoeSite & Event  Sponsors      Email           Webinars                                            Magazine         ...
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeA Rising Tide Lifts All Ships
@juntajoe
@juntajoe
@juntajoeDefine Your Hit List of Influencers
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe• Last five years  – over 300  different guest  posts,  interviews or  webinars
@juntajoe
@juntajoeThe latest full-lengthbooks on the discipline ofcontent marketing.
@juntajoe
@juntajoe
@juntajoeSite & Event  Sponsors      Email           Webinars                                            Magazine  Paid Ev...
@juntajoe
@juntajoe
@juntajoe
@juntajoe Get Uncomfortable:  If you don’t feel likeyou are going to run off the road, you are not  driving fast enough.  ...
@juntajoe           November 7-8, 2012 Cleveland, OHNovember 15, 2012                    4-5-6 March, 2013  New York, NY  ...
@juntajoe                        Joe Pulizzi    joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVE...
8 Essential Content Marketing Initiatives You Shouldn't Be Without
8 Essential Content Marketing Initiatives You Shouldn't Be Without
8 Essential Content Marketing Initiatives You Shouldn't Be Without
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8 Essential Content Marketing Initiatives You Shouldn't Be Without

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Presentation from Joe Pulizzi (Content Marketing Institute) from the MarketingProfs B2B conference. Presentation covers the latest content marketing research, and the biggest questions from content marketers. Includes multiple case studies and calls to action.

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  • – sure, everyone wants to make revenue. But how that revenue is to be earned has an enormous impact on what metrics are important. If you take a company like Hubspot – they ’re an incredible content marketing organization. Their focus is not on building lasting customer relationships through a great product. It’s through driving enormous front-end sales growth because they’re heading for an IPO. They have a much lower price- point, commitment level etc than us – culturally, etc
  • Transcript of "8 Essential Content Marketing Initiatives You Shouldn't Be Without"

    1. 1. @juntajoe 8 Essential Content MarketingInitiatives You Shouldn’t Be WithoutJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
    2. 2. @juntajoe TODAY’S AGENDA• Move Fast – 100+ Slides!• Brief History of Content Marketing• The Latest Research• The Biggest Content Marketing Questions with Answers and Cases for Each• Q&A
    3. 3. @juntajoe
    4. 4. @juntajoeWhat happenswhen you starttelling a story?
    5. 5. @juntajoe
    6. 6. @juntajoe
    7. 7. @juntajoe
    8. 8. @juntajoeWhy is this SO important?
    9. 9. @juntajoe Search EngineSocial Media Optimization STORYTELLING STORYTELLING Lead Generation
    10. 10. @juntajoeExample of trying…
    11. 11. @juntajoe
    12. 12. @juntajoe
    13. 13. @juntajoeI see the future and it is ____________
    14. 14. @juntajoe
    15. 15. @juntajoe
    16. 16. @juntajoe
    17. 17. @juntajoe
    18. 18. @juntajoe
    19. 19. @juntajoeRed Bull – The Media Co.
    20. 20. @juntajoeUnderwritten by
    21. 21. @juntajoe
    22. 22. @juntajoe
    23. 23. @juntajoe
    24. 24. @juntajoe
    25. 25. @juntajoe
    26. 26. @juntajoe
    27. 27. @juntajoe54%Increasing
    28. 28. @juntajoeWhy Are We Here? Just 36% believe theircontent marketing is effective
    29. 29. @juntajoeOur Biggest ContentMarketing Challenge•Producing Enough Content•Producing the Kind of Contentthat Engages
    30. 30. @juntajoe
    31. 31. @juntajoe+
    32. 32. @juntajoe “We are trying tofigure out how our marketing can be more useful.”
    33. 33. @juntajoe
    34. 34. @juntajoeTHE PROBLEM WITHWHAT?
    35. 35. @juntajoe
    36. 36. @juntajoe
    37. 37. @juntajoe
    38. 38. @juntajoe
    39. 39. @juntajoeWHY?
    40. 40. @juntajoeWhy?
    41. 41. @juntajoe Search EngineSocial Media Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation
    42. 42. @juntajoeBusiness HigherPurpose Purpose
    43. 43. @juntajoe
    44. 44. @juntajoe HIGHER HIGHERPURPOSEPURPOSE
    45. 45. @juntajoe
    46. 46. @juntajoe
    47. 47. @juntajoe
    48. 48. @juntajoe
    49. 49. @juntajoe
    50. 50. @juntajoe“How do we find and create engagingcontent? Right now,we don’t have any.”
    51. 51. @juntajoe
    52. 52. @juntajoe
    53. 53. @juntajoe“How do we measure the success of our content?”
    54. 54. @juntajoeKeys to ROI1.Know Why You Are MakingContent
    55. 55. @jaybaer @juntajoeAre You Measuring the Right Things?
    56. 56. @jaybaer @juntajoe Content Helps Achieve BusinessObjectives, Not Content Objectives Courtesy Jay Baer
    57. 57. @jaybaer @juntajoeThe Goal Isn’t to be Good at Content.The Goal is to be Good at Business, Because of Content. Courtesy Jay Baer
    58. 58. @juntajoeKeys to ROI1.Know Why You Are MakingContent2.Buyer’s Journey3.Select the Right Metrics
    59. 59. @jaybaer @juntajoe4 Categories of Content Metrics Courtesy Jay Baer
    60. 60. @jaybaer @juntajoeConsumption MetricsQuestion answered:“How many people viewed,downloaded, listened to thispiece of content”
    61. 61. @jaybaer @juntajoeKey Questions• Do people consuming that content engage in other, more desirable behaviors on the site?• Do they do so at a ratio different from site visitors overall?• Do people consuming that content return to the site?• Do they do so at a ratio different from site visitors overall?
    62. 62. @jaybaer @juntajoeOn Customer Retention
    63. 63. @juntajoe
    64. 64. @juntajoe
    65. 65. @juntajoe“How do we get more content out of each story idea?”
    66. 66. @juntajoeThe Kelly Situation:Product: Complex workforce solutionsTarget: Largest 5,000 companies globallyDeal Size: $50m - $2bnKey Buyer Titles: HR, Procurement, Operations, C-SuiteAvg Time to Close: 12-24 months
    67. 67. @juntajoe
    68. 68. @juntajoe
    69. 69. @juntajoe“Too many silos…wehave content all over the place. Very political.”
    70. 70. @juntajoeThe Content Marketing TeamTypical roles within your existing team…
    71. 71. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
    72. 72. @juntajoeExample…. Todd Wheatland VP of Thought Leadership Kelly Services
    73. 73. @juntajoeExample… Rob Yoegel Content Marketing Director Monetate
    74. 74. @juntajoe“How do we get our employees to start creating content?”
    75. 75. @juntajoe
    76. 76. @juntajoe
    77. 77. @juntajoe
    78. 78. @juntajoe
    79. 79. @juntajoe
    80. 80. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    81. 81. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    82. 82. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    83. 83. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    84. 84. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    85. 85. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    86. 86. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    87. 87. @juntajoe “We need to be producing morecontent. More, more, more.”
    88. 88. @juntajoe
    89. 89. @juntajoe
    90. 90. @juntajoe
    91. 91. @juntajoe LEADINGINFORMATION PROVIDER FOR YOUR NICHE
    92. 92. @juntajoe
    93. 93. @juntajoeDeliver content at all the right stages of the buying process to attract and retain customers. Subscribers continually show positive behaviorsthroughout the year - purchase, sharing, attending web events, subscribing, etc.
    94. 94. @juntajoeSite & Event Sponsors Email Webinars Magazine SUBSCRIBER Paid Events Consulting Paid Content
    95. 95. @juntajoe
    96. 96. @juntajoe
    97. 97. @juntajoe
    98. 98. @juntajoe
    99. 99. @juntajoe
    100. 100. @juntajoe
    101. 101. @juntajoe
    102. 102. @juntajoe
    103. 103. @juntajoe
    104. 104. @juntajoe
    105. 105. @juntajoeA Rising Tide Lifts All Ships
    106. 106. @juntajoe
    107. 107. @juntajoe
    108. 108. @juntajoeDefine Your Hit List of Influencers
    109. 109. @juntajoe
    110. 110. @juntajoe
    111. 111. @juntajoe
    112. 112. @juntajoe
    113. 113. @juntajoe
    114. 114. @juntajoe
    115. 115. @juntajoe
    116. 116. @juntajoe
    117. 117. @juntajoe
    118. 118. @juntajoe
    119. 119. @juntajoe• Last five years – over 300 different guest posts, interviews or webinars
    120. 120. @juntajoe
    121. 121. @juntajoeThe latest full-lengthbooks on the discipline ofcontent marketing.
    122. 122. @juntajoe
    123. 123. @juntajoe
    124. 124. @juntajoeSite & Event Sponsors Email Webinars Magazine Paid Events Consulting Paid Content
    125. 125. @juntajoe
    126. 126. @juntajoe
    127. 127. @juntajoe
    128. 128. @juntajoe Get Uncomfortable: If you don’t feel likeyou are going to run off the road, you are not driving fast enough. http://taylordowns.com
    129. 129. @juntajoe November 7-8, 2012 Cleveland, OHNovember 15, 2012 4-5-6 March, 2013 New York, NY Sydney, Australia
    130. 130. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVELAND, OH
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