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Content Marketing
Giving Away Your Secret Sauce

Joe Pulizzi
Founder, Content Marketing Institute
                                       @juntajoe
Joe Pulizzi (@juntajoe)




                          @juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Search Engine
Social Media                 Optimization
           STORYTELLING


                 Lead
               Generation
                                     @juntajoe
Example of
 trying…

             @juntajoe
@juntajoe
@juntajoe
@juntajoe
I see the future
    and it is
 ____________
              @juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Red Bull – The Media Co.




                           @juntajoe
Show Me the
 Research!

              @juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
54%
Increasing




      @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
THE PROBLEM WITH


WHAT?
                   @juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
WHY?
       @juntajoe
Search Engine
Social Media                 Optimization
        Content Marketing
            Mission
                 Lead
               Generation
                                     @juntajoe
Why?




       @juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
Why?




       @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
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
Story Explosion



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




                                                                 @juntajoe
Managing the Process



                   @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
@juntajoe
@juntajoe
@juntajoe
@juntajoe
AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
    LOYALTY PROGRAM


    CUSTOMER EVENTS


                @juntajoe
Building a Following
 through Content &
     Community


                       @juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
A Rising Tide Lifts All Ships

                                @juntajoe
@juntajoe
Define Your Hit List of Influencers




                                 @juntajoe
@juntajoe
@juntajoe
@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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