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@juntajoeGOOD to GREATContent MarketingJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing Wo...
@juntajoe        TODAY’S AGENDA• Move Fast – 90 Slides in 45 Minutes!• Brief History of Content Marketing• The Latest Rese...
@juntajoe
@juntajoe Barriers to Entry are Gone• Content Acceptance• Talent• Technology
@juntajoe        As Heard Recently…“We cannot accomplish ourgoals without compellingand relevant content for ourcustomers....
@juntajoe
@juntajoe
@juntajoe
@juntajoe                        Search EngineSocial Media             Optimization          STORYTELLING             Lead...
@juntajoe
POLLWhat is your biggest content  marketing challenge?
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
@juntajoe Shutterstock
@juntajoe Shutterstock
@juntajoe
@juntajoe
@juntajoeTHE PROBLEM WITHWHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe    STRATEGY    (the planning of the “what”)must always precede the tactics (the         “what” and “how”)
@juntajoeWHY?
@juntajoe
@juntajoe
@juntajoe
@juntajoeWhy?
@juntajoe                                 Search EngineSocial Media                      Optimization        YOUR UNIQUE S...
@juntajoeBusiness    HigherPurpose    Purpose
@juntajoe
@juntajoe HIGHERPURPOSE
@juntajoe  Five Content Types   that Separate theGood to GreatContent Marketers
@juntajoeThe Niche, Non-Sales  Content Platform
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeStory Explosion
@juntajoeThe Kelly Situation:Product:             Complex workforce solutionsTarget:              Largest 5,000 companies ...
@juntajoe
@juntajoeHighly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.
@juntajoeThe Chief Storyteller
@juntajoeThe Content Marketing TeamTypical roles within your existing team…                       Chief Content           ...
@juntajoe Social MediaPublic Relations  Marketing     Email    Mobile    Search
@juntajoeExample….            Todd Wheatland            VP of Thought Leadership            Kelly Services
@juntajoeExample…           Rob Yoegel           Content Marketing Director           Monetate
@juntajoeLeveraging Employees in Content Creation
@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
@juntajoeBuilding the Content     Community(a focus on referral traffic)
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe•   Higher Purpose Calling•   Understand the “reader” like a publisher does.•   The Story Platform•   Remove “You...
@juntajoe•   4-5-6 March 2013•   Sheraton On the Park, Sydney•   http://sydney.contentmarketingworld.com•   CODE: GOTOWEBI...
@juntajoe               Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter
Best Practices in Content Marketing - Australia
Best Practices in Content Marketing - Australia
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 field of content marketing.

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Transcript of "Best Practices in Content Marketing - Australia"

  1. 1. @juntajoeGOOD to GREATContent MarketingJoe 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 – 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. 3. @juntajoe
  4. 4. @juntajoe Barriers to Entry are Gone• Content Acceptance• Talent• Technology
  5. 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. 6. @juntajoe
  7. 7. @juntajoe
  8. 8. @juntajoe
  9. 9. @juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation
  10. 10. @juntajoe
  11. 11. POLLWhat is your biggest content marketing challenge?
  12. 12. @juntajoehttp://bit.ly/2012cmtrends
  13. 13. @juntajoehttp://bit.ly/2012cmtrends
  14. 14. @juntajoehttp://bit.ly/2012cmtrends
  15. 15. @juntajoehttp://bit.ly/2012cmtrends
  16. 16. @juntajoehttp://bit.ly/2012cmtrends
  17. 17. @juntajoe Shutterstock
  18. 18. @juntajoe Shutterstock
  19. 19. @juntajoe
  20. 20. @juntajoe
  21. 21. @juntajoeTHE PROBLEM WITHWHAT?
  22. 22. @juntajoe
  23. 23. @juntajoe
  24. 24. @juntajoe
  25. 25. @juntajoe
  26. 26. @juntajoe STRATEGY (the planning of the “what”)must always precede the tactics (the “what” and “how”)
  27. 27. @juntajoeWHY?
  28. 28. @juntajoe
  29. 29. @juntajoe
  30. 30. @juntajoe
  31. 31. @juntajoeWhy?
  32. 32. @juntajoe Search EngineSocial Media Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation
  33. 33. @juntajoeBusiness HigherPurpose Purpose
  34. 34. @juntajoe
  35. 35. @juntajoe HIGHERPURPOSE
  36. 36. @juntajoe Five Content Types that Separate theGood to GreatContent Marketers
  37. 37. @juntajoeThe Niche, Non-Sales Content Platform
  38. 38. @juntajoe
  39. 39. @juntajoe
  40. 40. @juntajoe
  41. 41. @juntajoe
  42. 42. @juntajoe
  43. 43. @juntajoe
  44. 44. @juntajoeStory Explosion
  45. 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. 46. @juntajoe
  47. 47. @juntajoeHighly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.
  48. 48. @juntajoeThe Chief Storyteller
  49. 49. @juntajoeThe Content Marketing TeamTypical roles within your existing team… Chief Content Officer Managing Chief Content Editors Listening Producers Officers Content Creators
  50. 50. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
  51. 51. @juntajoeExample…. Todd Wheatland VP of Thought Leadership Kelly Services
  52. 52. @juntajoeExample… Rob Yoegel Content Marketing Director Monetate
  53. 53. @juntajoeLeveraging Employees in Content Creation
  54. 54. @juntajoe
  55. 55. @juntajoe
  56. 56. @juntajoe
  57. 57. @juntajoe
  58. 58. @juntajoe
  59. 59. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  60. 60. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  61. 61. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  62. 62. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  63. 63. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  64. 64. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  65. 65. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  66. 66. @juntajoe
  67. 67. @juntajoeBuilding the Content Community(a focus on referral traffic)
  68. 68. @juntajoe
  69. 69. @juntajoe
  70. 70. @juntajoe
  71. 71. @juntajoe
  72. 72. @juntajoe
  73. 73. @juntajoe
  74. 74. @juntajoe
  75. 75. @juntajoe
  76. 76. @juntajoe
  77. 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. 78. @juntajoe• 4-5-6 March 2013• Sheraton On the Park, Sydney• http://sydney.contentmarketingworld.com• CODE: GOTOWEBINAR for 100 AUD Discount
  79. 79. @juntajoe Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter
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