Content Marketing Strategies - South Africa

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Joe Pulizzi

Presentation by Joe Pulizzi from the Content Marketing Institute for Content 2013 event in South Africa.

Business

@juntajoe

Epic Content
Marketing Strategies
Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute and
Content Marketing World

Co-Author, Get Content Get Customers
and Managing Content Marketing

@juntajoe

TODAY’S AGENDA
• Move Fast – 80 Slides in 45 Minutes!
• Brief History of Content Marketing
• The Latest Research
• The Problem with “What?”
• Epic Content Marketing Trends and
Essentials

@juntajoe

Search Engine
Social Media Optimization
STORYTELLING
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
http://bitly.com/cm-research

@juntajoe

Search Engine
Social Media Optimization
Content Marketing
Mission
Lead
Generation

@juntajoe

Epic Content
Marketing Trends
& Essentials

@juntajoe

The Niche, Non-Sales
Content Platform

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

@juntajoe

The Kelly Situation:
Product: Complex workforce solutions
Target: Largest 5,000 companies globally
Deal Size: $50m - $2bn
Key Buyer Titles: HR, Procurement, Operations, C-Suite
Ave Time to Close: 12-24 months

@juntajoe

The Content Marketing Team
Typical roles within your existing team…

@juntajoe

Social Media
Public Relations
Marketing
Email
Mobile
Search

@juntajoe

Example….

Todd Wheatland
VP of Thought Leadership
Kelly Services

@juntajoe

Building Content Expertise
through 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

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In the future, thousands of businesses from around the globe will leverage a content first go-to-market strategy. What does this mean? It means that entrepreneurs in companies of all sizes are developing content brands and building audiences first, and then developing products to sell much, much later in the process. Having a singular focus on audience gives these businesses the best understanding of what products ultimately make the most sense to sell. In this presentation, Joe Pulizzi, Founder of Content Marketing Institute and Author of the new book Content Inc., details how many of today’s most successful businesses started, and how they have become some of the fastest growing businesses on the planet. Better yet, this presentation breaks down what you can learn from these companies, and how you can use these strategies to grow your business. Presentation by: Joe Pulizzi – Founder, Content Marketing Institute / Author, Epic Content Marketing This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/

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Content Marketing Strategies - South Africa

1. @juntajoe Epic Content Marketing Strategies Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and Managing Content Marketing

2. @juntajoe MY STORY

3. @juntajoe TODAY’S AGENDA • Move Fast – 80 Slides in 45 Minutes! • Brief History of Content Marketing • The Latest Research • The Problem with “What?” • Epic Content Marketing Trends and Essentials

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

10. @juntajoe Example of trying…

11. @juntajoe

12. @juntajoe

13. @juntajoe

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

15. @juntajoe

16. @juntajoe

17. @juntajoe

18. @juntajoe

19. @juntajoe

20. @juntajoe Red Bull – The Media Co.

21. @juntajoe Show Me the Research!

22. @juntajoe http://bitly.com/cm-research

23. @juntajoe http://bitly.com/cm-research

24. @juntajoe

25. @juntajoe

26. @juntajoe 54% Increasing

27. @juntajoe

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

29. @juntajoe Our Biggest Content Marketing Challenge •Producing Enough Content •Producing the Kind of Content that Engages http://bitly.com/cm-research

30. @juntajoe THE PROBLEM WITH WHAT?

31. @juntajoe

32. @juntajoe

33. @juntajoe

34. @juntajoe

35. @juntajoe WHY?

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

37. @juntajoe Why?

38. @juntajoe Epic Content Marketing Trends & Essentials

39. @juntajoe The Niche, Non-Sales Content Platform

40. @juntajoe

41. @juntajoe

42. @juntajoe

43. @juntajoe

44. @juntajoe

45. @juntajoe

46. @juntajoe Why?

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

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

49. @juntajoe Story Explosion

50. @juntajoe The Kelly Situation: Product: Complex workforce solutions Target: Largest 5,000 companies globally Deal Size: $50m - $2bn Key Buyer Titles: HR, Procurement, Operations, C-Suite Ave Time to Close: 12-24 months

51. @juntajoe

52. @juntajoe

53. @juntajoe The Chief Storyteller

54. @juntajoe The Content Marketing Team Typical roles within your existing team…

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

56. @juntajoe Example…. Todd Wheatland VP of Thought Leadership Kelly Services

57. @juntajoe Building Content Expertise through Community

58. @juntajoe

59. @juntajoe

60. @juntajoe

61. @juntajoe

62. @juntajoe

63. @juntajoe A Rising Tide Lifts All Ships

64. @juntajoe

65. @juntajoe Define Your Hit List of Influencers

66. @juntajoe

67. @juntajoe

68. @juntajoe

69. @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

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

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.
– sure, everyone wants to make revenue. But how that revenue is to be earned has an enormous impact on what metrics are important. If you take a company like Hubspot – they ’re an incredible content marketing organization. Their focus is not on building lasting customer relationships through a great product. It’s through driving enormous front-end sales growth because they’re heading for an IPO. They have a much lower price- point, commitment level etc than us – culturally, etc
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 Strategies - South Africa

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Editor's Notes