Content Marketing for Manufacturers and Engineers - CFE Media

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Presentation from Joe Pulizzi, Content Marketing Institute, for CFE Media, focusing on content marketing in the manufacturing and engineering space.

Business

Content Marketing
Giving Away Your Secret Sauce

Joe Pulizzi
Founder, Content Marketing Institute
@juntajoe

Search Engine
Social Media Optimization
STORYTELLING

Lead
Generation
@juntajoe

I see the future
and it is
____________
@juntajoe

Why Are We Here?
Just 36% believe their
content marketing is effective

@juntajoe

Our Biggest Content
Marketing Challenge
• Producing Enough Content
• Producing the Kind of Content
that Engages

@juntajoe

Search Engine
Social Media Optimization
Content Marketing
Mission
Lead
Generation
@juntajoe

Welcome to Inc.com, the place
Why?entrepreneurs and business
where
owners can find useful
information, advice, insights, resour
ces and inspiration for running and
growing their businesses.

@juntajoe

Highly Atomized Within 5 Key Topic Areas
At least 20 unique pieces of content for each of 100+ keywords per year.

@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

Leveraging Employees
in Content Creation

@juntajoe

AWARENESS
SEO
PUBLIC RELATIONS

NURTURING

EMAIL
LEAD NURTURING

CRM / SOCIAL
LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

Building a Following
through Content &
Community

@juntajoe

A Rising Tide Lifts All Ships

@juntajoe

Define Your Hit List of Influencers

@juntajoe

Get Uncomfortable:
If you don’t feel like
you are going to run off
the road, you are not
driving fast enough.

http://taylordowns.com
@juntajoe

Joe Pulizzi
joe@contentinstitute.com • @juntajoe on Twitter

Week of Sept. 9, 2013
CLEVELAND, OH

@juntajoe

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Greetings Marketers, Welcome to B2C Content Marketing Benchmarks, Budgets, and Trends—North America. This is the companion report to the B2B research we released in September 2017. The data presented in both reports was generated from our eighth annual content marketing survey. One of our key observations this year is that while B2C marketers reported slightly higher levels of overall content marketing success compared with last year, there was a decrease among those who agreed their organization has realistic expectations about what content marketing can achieve. A documented content marketing strategy can help, as it sets expectations for what teams should prioritize; yet, only 38% of B2C marketers reported having one. Our annual research has consistently shown that those who document their content marketing strategy get better results than those who don’t. Another important key to success is an efficient workflow process (page 4 shows how top-performing B2C marketers rate their project management flow and other distinguishing characteristics that set them apart from their peers). We hope these research findings will be helpful as you consider which content marketing priorities to focus on in the year ahead.

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Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other. As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic. Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world. Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.

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Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey. Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13). Content that can be effective at building loyalty takes many shapes and forms today, for example: - Videos and social media stories that entertain - In-person events that create a sense of community and belonging - Podcasts that inspire - Live or virtual experiences that evoke emotion - Articles, guides, newsletters, etc., that provide information Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!

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Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey. At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease). Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase. Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%). Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.

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Good Business & Good Branding are synonymous. Together they are the foundation of any enterprise & inextricable. Making a decision about one informs & shapes the other. 21st Century BRANDS reflect our ideals, values, aspirations, passions. A GREAT BRAND TODAY UNITES EMPLOYEES & CUSTOMERS AROUND A BIG IDEA OR PURPOSE MUCH LARGER THAN SELLING. Brands that offer people the OPPORTUNITY TO BE PART OF THE STORY, THE EXPERIENCE, THE BIG IDEA, THE PURPOSE, whether they’re inside or out, are the ones that are winning. Existing on the continuum of: cave paintings, fireside chats & yellow brick road experiences, 21st Century BRANDS CAN & DO SERVE AS POSITIVE CHANGE AGENTS. Presented is a capture of best practice Brand Strategy Case Studies, including four I've supported development on. What we see is that big Vision, more Meaning, Inclusivity, Authenticity & a few Fun surprise are foundational to all of their success.

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Content Marketing for Manufacturers and Engineers - CFE Media

1. Content Marketing Giving Away Your Secret Sauce Joe Pulizzi Founder, Content Marketing Institute @juntajoe

2. Joe Pulizzi (@juntajoe) @juntajoe

9. Search Engine Social Media Optimization STORYTELLING Lead Generation @juntajoe

10. Example of trying… @juntajoe

11. @juntajoe

12. @juntajoe

13. @juntajoe

14. I see the future and it is ____________ @juntajoe

15. @juntajoe

16. @juntajoe

17. @juntajoe

18. @juntajoe

19. @juntajoe

20. Red Bull – The Media Co. @juntajoe

21. Show Me the Research! @juntajoe

22. @juntajoe

23. @juntajoe

24. @juntajoe

25. @juntajoe

26. 54% Increasing @juntajoe

27. Why Are We Here? Just 36% believe their content marketing is effective @juntajoe

28. Our Biggest Content Marketing Challenge • Producing Enough Content • Producing the Kind of Content that Engages @juntajoe

29. THE PROBLEM WITH WHAT? @juntajoe

30. @juntajoe

31. @juntajoe

32. @juntajoe

33. @juntajoe

34. WHY? @juntajoe

35. Search Engine Social Media Optimization Content Marketing Mission Lead Generation @juntajoe

36. Why? @juntajoe

37. @juntajoe

38. @juntajoe

39. @juntajoe

40. @juntajoe

41. @juntajoe

42. @juntajoe

43. @juntajoe

44. @juntajoe

45. @juntajoe

46. Why? @juntajoe

47. Welcome to Inc.com, the place Why?entrepreneurs and business where owners can find useful information, advice, insights, resour ces and inspiration for running and growing their businesses. @juntajoe

48. Welcome to Inc.com, the place Why?entrepreneurs and business where owners can find useful information, advice, insights, resour ces and inspiration for running and growing their businesses. 1. Core Target Audience 2. What Will Be Delivered 3. The Outcome for the Audience @juntajoe

49. Story Explosion @juntajoe

50. Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year. @juntajoe

51. Managing the Process @juntajoe

52. The Content Marketing Team Typical roles within your existing team… Chief Content Officer Managing Chief Content Editors Listening Producers Officers Content Creators @juntajoe

53. Social Media Public Relations Marketing Email Mobile Search @juntajoe

54. Leveraging Employees in Content Creation @juntajoe

55. @juntajoe

56. @juntajoe

57. @juntajoe

58. @juntajoe

59. AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS @juntajoe

60. Building a Following through Content & Community @juntajoe

61. @juntajoe

62. @juntajoe

63. @juntajoe

64. @juntajoe

65. @juntajoe

66. A Rising Tide Lifts All Ships @juntajoe

67. @juntajoe

68. Define Your Hit List of Influencers @juntajoe

69. @juntajoe

70. @juntajoe

71. @juntajoe

72. Get Uncomfortable: If you don’t feel like you are going to run off the road, you are not driving fast enough. http://taylordowns.com @juntajoe

73. Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter Week of Sept. 9, 2013 CLEVELAND, OH @juntajoe

Editor's Notes

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 for Manufacturers and Engineers - CFE Media

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