JOE PULIZZI’S PRESENTATION:

Content Marketing 2.0:
Beyond the Basics in 10 Steps

@JoePulizzi
Content Marketing Institute
CMI teaches marketers how to effectively own their media channels
to attract and retain custom...
@JoePulizzi
There Is One Key
to a Successful
Presentation

@JoePulizzi
@JoePulizzi
Image courtesy of Pooky Poetry

5
@JoePulizzi
The Evolution of
Content Marketing

@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
91/100
http://bitly.com/cm-research
@JoePulizzi
@JoePulizzi

sodahead.com
Just 42% believe their
content marketing is effective

http://bitly.com/cm-research
@JoePulizzi
@JoePulizzi
How Many of You
Have a Documented
Content Marketing
Strategy?
@JoePulizzi
http://bitly.com/cm-research
@JoePulizzi
@JoePulizzi
@JoePulizzi
Fill a Need &
Find Your Why
@JoePulizzi
@JoePulizzi

24
@JoePulizzi

25
@JoePulizzi

26
@JoePulizzi

27
Social Media

Search Engine
Optimization

INDIUM CONTENT

Lead
Generation
@JoePulizzi

28
Your Sweet Spot
What You Know

What Your Prospect
Cares About

@JoePulizzi
Create a Content
Marketing Mission

@JoePulizzi

30
Why?

@JoePulizzi

31
Welcome to Inc.com, the place
Why?
where entrepreneurs and business
owners can find useful information,
advice, insights, ...
THE CONTENT
BRAND
@JoePulizzi
Why?

@JoePulizzi

34
Why?

OpenView Labs is Dedicated to
Helping Entrepreneurs Build Great
Companies.

1.
2.
3.

@JoePulizzi

Who?
What’s the O...
@JoePulizzi
@JoePulizzi
@JoePulizzi
Publicly Answer Your
Customers’ Questions

@JoePulizzi

39
Marcus Sheridan
CEO, River Pools & Spas

@JoePulizzi
2007
• $4.5 million in Sales
• $250,000 advertising spend

2011
• Sold more fiberglass swimming pools than any
other pool ...
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
Focus on Subscribers As
a Key Metric

@JoePulizzi
@JoePulizzi

48
@JoePulizzi

49
What’s the difference
between those who
subscribe to my content
and those that don’t?

@JoePulizzi
BUILDING AUDIENCE

@JoePulizzi
Build an Influencer List

@JoePulizzi
@JoePulizzi
Use the Social Media
4-1-1 Program

@JoePulizzi

54
Influencer
Sharing

Content
Marketing
@JoePulizzi

Sales
Bake Influencers Into Your
Content

@JoePulizzi
@JoePulizzi
@JoePulizzi
Create an Engine to Get
and Keep Subscribers

@JoePulizzi
@JoePulizzi

60
@JoePulizzi
62
@JoePulizzi
63
@JoePulizzi
Don’t Overcomplicate

@JoePulizzi
Mid-sized CMS company – large
considered purchase ($100k to $200k)
“okay, we’ll try this content marketing thing”
BUT, cus...
Creating Better Customers
“wait for it....”
Customer Acquisition

Spent 2X as much
Stayed 5X as long
2X more likely to sha...
Persona #1

Building a Better
Business/Thought Leadership
Webinar
Attended
How-To-Webinar
Attended
eBook/White Paper Versi...
Get Your Marketing
Objectives in Order

@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
1. Find Your Why
2. Create a Content Marketing Mission Statement
3. Publicly Answer Your Customers’ Questions
4. Focus on ...
@JoePulizzi
Joe Pulizzi
joe@contentinstitute.com
@JoePulizzi

@JoePulizzi
Content Marketing 2.0 - Beyond the Basics - Cleveland AMA
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Content Marketing 2.0 - Beyond the Basics - Cleveland AMA

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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.

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  • 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.
  • Content Marketing 2.0 - Beyond the Basics - Cleveland AMA

    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
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