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 ...

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

8 Essential Content Marketing Initiatives You Shouldn't Be Without 8 Essential Content Marketing Initiatives You Shouldn't Be Without Presentation Transcript

  • @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
  • @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
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  • @juntajoeWhat happenswhen you starttelling a story?
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  • @juntajoeWhy is this SO important?
  • @juntajoe Search EngineSocial Media Optimization STORYTELLING STORYTELLING Lead Generation
  • @juntajoeExample of trying…
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  • @juntajoeI see the future and it is ____________
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  • @juntajoeRed Bull – The Media Co.
  • @juntajoeUnderwritten by
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  • @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
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  • @juntajoe “We are trying tofigure out how our marketing can be more useful.”
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  • @juntajoeTHE PROBLEM WITHWHAT?
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  • @juntajoeWHY?
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  • @juntajoe Search EngineSocial Media Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation
  • @juntajoeBusiness HigherPurpose Purpose
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  • @juntajoe HIGHER HIGHERPURPOSEPURPOSE
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  • @juntajoe“How do we find and create engagingcontent? Right now,we don’t have any.”
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  • @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 Courtesy Jay Baer
  • @jaybaer @juntajoeThe Goal Isn’t to be Good at Content.The Goal is to be Good at Business, Because of Content. Courtesy Jay Baer
  • @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, listened to thispiece of content”
  • @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?
  • @jaybaer @juntajoeOn Customer Retention
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  • @juntajoe“How do we get more content out of each story idea?”
  • @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
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  • @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?”
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  • @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • @juntajoe “We need to be producing morecontent. More, more, more.”
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  • @juntajoe LEADINGINFORMATION PROVIDER FOR YOUR NICHE
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  • @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.
  • @juntajoeSite & Event Sponsors Email Webinars Magazine SUBSCRIBER Paid Events Consulting Paid Content
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  • @juntajoeA Rising Tide Lifts All Ships
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  • @juntajoeDefine Your Hit List of Influencers
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  • @juntajoe• Last five years – over 300 different guest posts, interviews or webinars
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  • @juntajoeThe latest full-lengthbooks on the discipline ofcontent marketing.
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  • @juntajoeSite & Event Sponsors Email Webinars Magazine Paid Events Consulting Paid Content
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  • @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
  • @juntajoe November 7-8, 2012 Cleveland, OHNovember 15, 2012 4-5-6 March, 2013 New York, NY Sydney, Australia
  • @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVELAND, OH