Best Practices in Content Marketing - Australia
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Best Practices in Content Marketing - Australia

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Presentation given by Joe Pulizzi, Content Marketing Institute on behalf of GoToWebinar Australia. Presentation covers the latest research in content marketing and five best practices seen in the ...

Presentation given by Joe Pulizzi, Content Marketing Institute on behalf of GoToWebinar Australia. Presentation covers the latest research in content marketing and five best practices seen in the field of content marketing.

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Best Practices in Content Marketing - Australia Presentation Transcript

  • 1. @juntajoeGOOD to GREATContent MarketingJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
  • 2. @juntajoe TODAY’S AGENDA• Move Fast – 90 Slides in 45 Minutes!• Brief History of Content Marketing• The Latest Research• The Problem with “What?”• Five content activities that Separate the Good from the Great in Content• Q&A
  • 3. @juntajoe
  • 4. @juntajoe Barriers to Entry are Gone• Content Acceptance• Talent• Technology
  • 5. @juntajoe As Heard Recently…“We cannot accomplish ourgoals without compellingand relevant content for ourcustomers. If we don’t, theywill not come back.”Pam DidnerIntel
  • 6. @juntajoe
  • 7. @juntajoe
  • 8. @juntajoe
  • 9. @juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation
  • 10. @juntajoe
  • 11. POLLWhat is your biggest content marketing challenge?
  • 12. @juntajoehttp://bit.ly/2012cmtrends
  • 13. @juntajoehttp://bit.ly/2012cmtrends
  • 14. @juntajoehttp://bit.ly/2012cmtrends
  • 15. @juntajoehttp://bit.ly/2012cmtrends
  • 16. @juntajoehttp://bit.ly/2012cmtrends
  • 17. @juntajoe Shutterstock
  • 18. @juntajoe Shutterstock
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  • 21. @juntajoeTHE PROBLEM WITHWHAT?
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  • 26. @juntajoe STRATEGY (the planning of the “what”)must always precede the tactics (the “what” and “how”)
  • 27. @juntajoeWHY?
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  • 31. @juntajoeWhy?
  • 32. @juntajoe Search EngineSocial Media Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation
  • 33. @juntajoeBusiness HigherPurpose Purpose
  • 34. @juntajoe
  • 35. @juntajoe HIGHERPURPOSE
  • 36. @juntajoe Five Content Types that Separate theGood to GreatContent Marketers
  • 37. @juntajoeThe Niche, Non-Sales Content Platform
  • 38. @juntajoe
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  • 43. @juntajoe
  • 44. @juntajoeStory Explosion
  • 45. @juntajoeThe Kelly Situation:Product: Complex workforce solutionsTarget: Largest 5,000 companies globallyDeal Size: $50m - $2bnKey Buyer Titles: HR, Procurement, Operations, C-SuiteAve Time to Close: 12-24 months
  • 46. @juntajoe
  • 47. @juntajoeHighly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.
  • 48. @juntajoeThe Chief Storyteller
  • 49. @juntajoeThe Content Marketing TeamTypical roles within your existing team… Chief Content Officer Managing Chief Content Editors Listening Producers Officers Content Creators
  • 50. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
  • 51. @juntajoeExample…. Todd Wheatland VP of Thought Leadership Kelly Services
  • 52. @juntajoeExample… Rob Yoegel Content Marketing Director Monetate
  • 53. @juntajoeLeveraging Employees in Content Creation
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  • 59. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 60. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 61. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 62. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 63. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 64. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 65. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 66. @juntajoe
  • 67. @juntajoeBuilding the Content Community(a focus on referral traffic)
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  • 77. @juntajoe• Higher Purpose Calling• Understand the “reader” like a publisher does.• The Story Platform• Remove “You” from the Story• Get Your Community Involved
  • 78. @juntajoe• 4-5-6 March 2013• Sheraton On the Park, Sydney• http://sydney.contentmarketingworld.com• CODE: GOTOWEBINAR for 100 AUD Discount
  • 79. @juntajoe Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter