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.
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
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
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 #)
75. 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
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.