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Best Practices in Content Marketing - Australia

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Joe Pulizzi
Joe Pulizzi

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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@juntajoe GOOD to GREAT Content Marketing Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and Managing Content Marketing
@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
@juntajoe
@juntajoe Barriers to Entry are Gone • Content Acceptance • Talent • Technology
@juntajoe As Heard Recently… “We cannot accomplish our goals without compelling and relevant content for our customers. If we don’t, they will not come back.” Pam Didner Intel
@juntajoe
@juntajoe
@juntajoe
@juntajoe Search Engine Social Media Optimization STORYTELLING Lead Generation
@juntajoe
POLL What is your biggest content marketing challenge?
@juntajoe http://bit.ly/2012cmtrends
@juntajoe http://bit.ly/2012cmtrends
@juntajoe http://bit.ly/2012cmtrends
@juntajoe http://bit.ly/2012cmtrends
@juntajoe http://bit.ly/2012cmtrends
@juntajoe Shutterstock
@juntajoe Shutterstock
@juntajoe
@juntajoe
@juntajoe THE PROBLEM WITH WHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe STRATEGY (the planning of the “what”) must always precede the tactics (the “what” and “how”)
@juntajoe WHY?
@juntajoe
@juntajoe
@juntajoe
@juntajoe Why?
@juntajoe Search Engine Social Media Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation
@juntajoe Business Higher Purpose Purpose
@juntajoe
@juntajoe HIGHER PURPOSE
@juntajoe Five Content Types that Separate the Good to Great Content Marketers
@juntajoe The Niche, Non-Sales Content Platform
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe Story Explosion
@juntajoe The Kelly Situation: Product: Complex workforce solutions Target: Largest 5,000 companies globally Deal Size: $50m - $2bn Key Buyer Titles: HR, Procurement, Operations, C-Suite Ave Time to Close: 12-24 months
@juntajoe
@juntajoe Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.
@juntajoe The Chief Storyteller
@juntajoe The Content Marketing Team Typical roles within your existing team… Chief Content Officer Managing Chief Content Editors Listening Producers Officers Content Creators
@juntajoe Social Media Public Relations Marketing Email Mobile Search
@juntajoe Example…. Todd Wheatland VP of Thought Leadership Kelly Services
@juntajoe Example… Rob Yoegel Content Marketing Director Monetate
@juntajoe Leveraging Employees in Content Creation
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
@juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
@juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
@juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
@juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
@juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
@juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
@juntajoe
@juntajoe Building 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” from the Story • Get Your Community Involved
@juntajoe • 4-5-6 March 2013 • Sheraton On the Park, Sydney • http://sydney.contentmarketingworld.com • CODE: GOTOWEBINAR for 100 AUD Discount
@juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter

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