Your SlideShare is downloading. ×
Content Marketing 2.0 - Beyond the Basics - Cleveland AMA
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Content Marketing 2.0 - Beyond the Basics - Cleveland AMA

1,584
views

Published on

A presentation given by Joe Pulizzi to the Cleveland chapter of the AMA (American Marketing Association). The presentation covered 10 non-basic steps to get your content marketing off the ground and …

A presentation given by Joe Pulizzi to the Cleveland chapter of the AMA (American Marketing Association). The presentation covered 10 non-basic steps to get your content marketing off the ground and attracting and retaining customers.

Published in: Business

0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,584
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
63
Comments
0
Likes
6
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Transcript

    • 1. JOE PULIZZI’S PRESENTATION: Content Marketing 2.0: Beyond the Basics in 10 Steps @JoePulizzi
    • 2. Content Marketing Institute CMI teaches marketers how to effectively own their media channels to attract and retain customers. @JoePulizzi
    • 3. @JoePulizzi
    • 4. There Is One Key to a Successful Presentation @JoePulizzi
    • 5. @JoePulizzi Image courtesy of Pooky Poetry 5
    • 6. @JoePulizzi
    • 7. The Evolution of Content Marketing @JoePulizzi
    • 8. @JoePulizzi
    • 9. @JoePulizzi
    • 10. @JoePulizzi
    • 11. @JoePulizzi
    • 12. @JoePulizzi
    • 13. @JoePulizzi
    • 14. @JoePulizzi
    • 15. 91/100 http://bitly.com/cm-research @JoePulizzi
    • 16. @JoePulizzi sodahead.com
    • 17. Just 42% believe their content marketing is effective http://bitly.com/cm-research @JoePulizzi
    • 18. @JoePulizzi
    • 19. How Many of You Have a Documented Content Marketing Strategy? @JoePulizzi
    • 20. http://bitly.com/cm-research @JoePulizzi
    • 21. @JoePulizzi
    • 22. @JoePulizzi
    • 23. Fill a Need & Find Your Why @JoePulizzi
    • 24. @JoePulizzi 24
    • 25. @JoePulizzi 25
    • 26. @JoePulizzi 26
    • 27. @JoePulizzi 27
    • 28. Social Media Search Engine Optimization INDIUM CONTENT Lead Generation @JoePulizzi 28
    • 29. Your Sweet Spot What You Know What Your Prospect Cares About @JoePulizzi
    • 30. Create a Content Marketing Mission @JoePulizzi 30
    • 31. Why? @JoePulizzi 31
    • 32. Welcome to Inc.com, the place Why? where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 1. 2. 3. @JoePulizzi Core Target Audience What Will Be Delivered The Outcome for the Audience 32
    • 33. THE CONTENT BRAND @JoePulizzi
    • 34. Why? @JoePulizzi 34
    • 35. Why? OpenView Labs is Dedicated to Helping Entrepreneurs Build Great Companies. 1. 2. 3. @JoePulizzi Who? What’s the Outcome? How? 35
    • 36. @JoePulizzi
    • 37. @JoePulizzi
    • 38. @JoePulizzi
    • 39. Publicly Answer Your Customers’ Questions @JoePulizzi 39
    • 40. Marcus Sheridan CEO, River Pools & Spas @JoePulizzi
    • 41. 2007 • $4.5 million in Sales • $250,000 advertising spend 2011 • Sold more fiberglass swimming pools than any other pool retailer in North America. • $40,000 in advertising spend • Won 15% more bids • Cut sales cycle in half. @JoePulizzi
    • 42. @JoePulizzi
    • 43. @JoePulizzi
    • 44. @JoePulizzi
    • 45. @JoePulizzi
    • 46. @JoePulizzi
    • 47. Focus on Subscribers As a Key Metric @JoePulizzi
    • 48. @JoePulizzi 48
    • 49. @JoePulizzi 49
    • 50. What’s the difference between those who subscribe to my content and those that don’t? @JoePulizzi
    • 51. BUILDING AUDIENCE @JoePulizzi
    • 52. Build an Influencer List @JoePulizzi
    • 53. @JoePulizzi
    • 54. Use the Social Media 4-1-1 Program @JoePulizzi 54
    • 55. Influencer Sharing Content Marketing @JoePulizzi Sales
    • 56. Bake Influencers Into Your Content @JoePulizzi
    • 57. @JoePulizzi
    • 58. @JoePulizzi
    • 59. Create an Engine to Get and Keep Subscribers @JoePulizzi
    • 60. @JoePulizzi 60
    • 61. @JoePulizzi
    • 62. 62 @JoePulizzi
    • 63. 63 @JoePulizzi
    • 64. Don’t Overcomplicate @JoePulizzi
    • 65. Mid-sized CMS company – large considered purchase ($100k to $200k) “okay, we’ll try this content marketing thing” BUT, customer acquisition was 1.2x the cost 1.5x as long @JoePulizzi
    • 66. Creating Better Customers “wait for it....” Customer Acquisition Spent 2X as much Stayed 5X as long 2X more likely to share @JoePulizzi
    • 67. Persona #1 Building a Better Business/Thought Leadership Webinar Attended How-To-Webinar Attended eBook/White Paper Version of Webinar (10 Steps) @JoePulizzi CTAs in Report (Landing Page/Phone #)
    • 68. Get Your Marketing Objectives in Order @JoePulizzi
    • 69. @JoePulizzi
    • 70. @JoePulizzi
    • 71. @JoePulizzi
    • 72. @JoePulizzi
    • 73. @JoePulizzi
    • 74. 1. Find Your Why 2. Create a Content Marketing Mission Statement 3. Publicly Answer Your Customers’ Questions 4. Focus on Subscribers as a Key Metric 5. Build an Influencer List 6. Use Social Media 4-1-1 7. Bake Influencers Into Your Content 8. Create an Engine to Get and Keep Subscribers 9. Leverage SlideShare 10.Create a Why for Each Content Channel @JoePulizzi
    • 75. @JoePulizzi
    • 76. Joe Pulizzi joe@contentinstitute.com @JoePulizzi @JoePulizzi