Content Marketing Good to Great: 10 Keys to Success
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Content Marketing Good to Great: 10 Keys to Success

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Presentation from Joe Pulizzi, Content Marketing Institute, highlighting 10 keys to content marketing success. Presented at Social Media Marketing World and Web Association Cleveland.

Presentation from Joe Pulizzi, Content Marketing Institute, highlighting 10 keys to content marketing success. Presented at Social Media Marketing World and Web Association Cleveland.

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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.

Transcript

  • 1. @juntajoe Good to Great Content Marketing: 10 StepsJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing September 9-12, 2013 CLEVELAND, OH
  • 2. @juntajoe
  • 3. @juntajoe
  • 4. @juntajoe Search EngineSocial Media Optimization STORYTELLING STORYTELLING Lead Generation
  • 5. @juntajoeExample of trying…
  • 6. @juntajoe
  • 7. @juntajoe
  • 8. @juntajoe
  • 9. @juntajoeI see the future and it is ____________
  • 10. @juntajoe
  • 11. @juntajoe
  • 12. @juntajoe
  • 13. @juntajoe
  • 14. @juntajoeRed Bull – The Media Co.
  • 15. @juntajoeShow Me the Research!
  • 16. @juntajoe
  • 17. @juntajoe
  • 18. @juntajoe
  • 19. @juntajoe
  • 20. @juntajoe54%Increasing
  • 21. @juntajoeWhy Are We Here? Just 36% believe theircontent marketing is effective
  • 22. @juntajoeOur Biggest ContentMarketing Challenge•Producing Enough Content•Producing the Kind of Contentthat Engages
  • 23. @juntajoeTHE PROBLEM WITHWHAT?
  • 24. @juntajoe
  • 25. @juntajoe
  • 26. @juntajoe
  • 27. @juntajoe
  • 28. @juntajoeWHY?
  • 29. @juntajoeFind Your Why
  • 30. @juntajoe
  • 31. @juntajoe
  • 32. @juntajoe
  • 33. @juntajoe
  • 34. @juntajoe
  • 35. @juntajoe
  • 36. @juntajoe
  • 37. @juntajoe
  • 38. @juntajoe
  • 39. @juntajoeCreate a ContentMarketing Mission
  • 40. @juntajoeWhy?
  • 41. @juntajoeWelcome to Inc.com, the place Why? businesswhere entrepreneurs andowners can find useful information,advice, insights, resources andinspiration for running and growingtheir businesses.
  • 42. @juntajoeWelcome to Inc.com, the place Why? businesswhere entrepreneurs andowners can find useful information,advice, insights, resources andinspiration for running and growingtheir businesses.1.1. Core Target Audience Core Target Audience2.2. What Will Be Delivered What Will Be Delivered3.3. The Outcome for the The Outcome for the Audience Audience
  • 43. @juntajoe Develop YourAudience/Buyer Personas
  • 44. @juntajoeDeveloping Buyer PersonasOne Buyer Persona For Every Group• Job title,Vertical, Power in organization• Different products or services?• It’s the WHO you are marketing to
  • 45. @juntajoeJeremy Our IT BuyerJeremy• Mid 30’s – Coffee lover• Works at a bank• Responds to email; phone not so much.• Frustrated because his company is growing too fast to keep up with support• Sales USP: Enable Jeremy to be 25% more effective!• Personal UVP: Give me more time to be me!!
  • 46. @juntajoeBuyer Persona Profiles
  • 47. @juntajoeGet Your Content on the Same Page in the Company
  • 48. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
  • 49. @juntajoePlan to Repurpose Up Front, Not After
  • 50. @juntajoe
  • 51. @juntajoeBring In the Influencers
  • 52. @juntajoe
  • 53. @juntajoe
  • 54. @juntajoe
  • 55. @juntajoeFocus on Subscription
  • 56. @juntajoe
  • 57. @juntajoe
  • 58. @juntajoeUse Social Media 4-1-1
  • 59. @juntajoe Design ©2012 Social Media Examiner, Content Copyright60 Presenter • Do not distribute
  • 60. @juntajoe
  • 61. @juntajoeGive Content Gifts
  • 62. @juntajoe
  • 63. @juntajoeLeverage SlideShare
  • 64. @juntajoe Design ©2012 Social Media Examiner, Content Copyright65 Presenter • Do not distribute
  • 65. @juntajoe Design ©2012 Social Media Examiner, Content Copyright66 Presenter • Do not distribute
  • 66. @juntajoe Design ©2012 Social Media Examiner, Content Copyright67 Presenter • Do not distribute
  • 67. @juntajoe Get Uncomfortable: If you don’t feel likeyou are going to run off the road, you are not driving fast enough. http://taylordowns.com
  • 68. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVELAND, OH