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Epic
Content
Marketing
Resolutions
@JoePulizzi
@JoePulizzi

Today
• A bit of history…
• A bit of research…
• Tangible Steps to Take with Your
Content Marketing for 2014
...
@JoePulizzi

The ONE Key to a
Successful
Presentation?
3
@JoePulizzi

4
Image courtesy of Pooky Poetry
@JoePulizzi

5
@JoePulizzi

The Original
Content Marketing
Program?
6
@JoePulizzi

10
@JoePulizzi

HOMEWORK
The Most Famous
Content Marketing
Strategy In the
World!
11
@JoePulizzi

12
@JoePulizzi

13
@JoePulizzi

Show Me the
Research!
14
@JoePulizzi

http://bitly.com/cm-research
@JoePulizzi

Just 42% believe their
content marketing is effective
@JoePulizzi

How Many of You
Have a Documented
Content Marketing
Strategy?
17
@JoePulizzi

http://bitly.com/cm-research
@JoePulizzi

Fill a Need &
Find Your Why
19
@JoePulizzi

20
@JoePulizzi

21
@JoePulizzi

22
@JoePulizzi

23
@JoePulizzi

24
@JoePulizzi

25
@JoePulizzi

26
@JoePulizzi

27
@JoePulizzi

Social Media

Search Engine
Optimization

INDIUM CONTENT

Lead
Generation
28
@JoePulizzi

Create a Content
Marketing Mission

29
@JoePulizzi

Why?

30
Welcome to Inc.com, the place
Why? business
where entrepreneurs and
owners can find useful information,
advice, insights, ...
Welcome to Inc.com, the place
Why? business
where entrepreneurs and
owners can find useful information,
advice, insights, ...
@JoePulizzi

Publicly Answer Your
Customers’ Questions

33
@JoePulizzi

Marcus Sheridan
CEO, River Pools & Spas
@JoePulizzi

2007
• $4.5 million in Sales
• $250,000 advertising spend
2007

@JoePulizzi

• $4.5 million in Sales
• $250,000 advertising spend

2011
• Sold more fiberglass swimming pools than a...
@JoePulizzi
@JoePulizzi

75,000 visits per month
@JoePulizzi

Yep, David vs. Goliath is Real
@JoePulizzi
@JoePulizzi
@JoePulizzi

1 Post over 3 years = 50,000 visitors = 4,000 subscribers = $84,000.00
@JoePulizzi

Subscribers:
Build It or Buy It

43
@JoePulizzi

44
@JoePulizzi

45
@JoePulizzi

46
@JoePulizzi

What’s the difference
between those who
subscribe to my content
and those that don’t?
@JoePulizzi

Image courtesy sendgrid.com
@JoePulizzi

49
@JoePulizzi

50
@JoePulizzi

HOMEWORK:
Active Online Community
of Subscribers in Your
Niche
51
@JoePulizzi

Image courtesy of thefutureorganization.com
@JoePulizzi

Building Audience with
Influencers

53
@JoePulizzi

54
@JoePulizzi

The Social Media
4-1-1 Plan

55
@JoePulizzi

Influencer
Sharing

Sales

Content
Marketing
56
@JoePulizzi

57
@JoePulizzi

58
@JoePulizzi

59
@JoePulizzi

60
@JoePulizzi

80%

61
@JoePulizzi

62
@JoePulizzi

63
@JoePulizzi

64
@JoePulizzi

Return on Objective
• Is the content driving sales?
• Is the content saving costs?
• Is the content making ou...
@JoePulizzi

1. Watch Content 2020
2. Create a Content Marketing Mission Statement
3. Create a Subscription Strategy
4. Le...
@JoePulizzi

67
@JoePulizzi

Joe Pulizzi
joe@contentinstitute.com • @JoePulizzi on Twitter
Epic Content Marketing Resolutions - Denmark 2014
Epic Content Marketing Resolutions - Denmark 2014
Epic Content Marketing Resolutions - Denmark 2014
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Epic Content Marketing Resolutions - Denmark 2014

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Joe Pulizzi's keynote presentation at the Content Marketing 2014 event in Copenhagen, Denmark. Presentation covers the history of content marketing, content marketing research in the UK, and 10 resolutions on what do to with your content marketing strategy in 2014.

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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.
  • Transcript of "Epic Content Marketing Resolutions - Denmark 2014"

    1. 1. Epic Content Marketing Resolutions @JoePulizzi
    2. 2. @JoePulizzi Today • A bit of history… • A bit of research… • Tangible Steps to Take with Your Content Marketing for 2014 2
    3. 3. @JoePulizzi The ONE Key to a Successful Presentation? 3
    4. 4. @JoePulizzi 4 Image courtesy of Pooky Poetry
    5. 5. @JoePulizzi 5
    6. 6. @JoePulizzi The Original Content Marketing Program? 6
    7. 7. @JoePulizzi 10
    8. 8. @JoePulizzi HOMEWORK The Most Famous Content Marketing Strategy In the World! 11
    9. 9. @JoePulizzi 12
    10. 10. @JoePulizzi 13
    11. 11. @JoePulizzi Show Me the Research! 14
    12. 12. @JoePulizzi http://bitly.com/cm-research
    13. 13. @JoePulizzi Just 42% believe their content marketing is effective
    14. 14. @JoePulizzi How Many of You Have a Documented Content Marketing Strategy? 17
    15. 15. @JoePulizzi http://bitly.com/cm-research
    16. 16. @JoePulizzi Fill a Need & Find Your Why 19
    17. 17. @JoePulizzi 20
    18. 18. @JoePulizzi 21
    19. 19. @JoePulizzi 22
    20. 20. @JoePulizzi 23
    21. 21. @JoePulizzi 24
    22. 22. @JoePulizzi 25
    23. 23. @JoePulizzi 26
    24. 24. @JoePulizzi 27
    25. 25. @JoePulizzi Social Media Search Engine Optimization INDIUM CONTENT Lead Generation 28
    26. 26. @JoePulizzi Create a Content Marketing Mission 29
    27. 27. @JoePulizzi Why? 30
    28. 28. 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. @JoePulizzi 31
    29. 29. 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. 2. 3. @JoePulizzi Core Target Audience What Will Be Delivered The Outcome for the Audience 32
    30. 30. @JoePulizzi Publicly Answer Your Customers’ Questions 33
    31. 31. @JoePulizzi Marcus Sheridan CEO, River Pools & Spas
    32. 32. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend
    33. 33. 2007 @JoePulizzi • $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.
    34. 34. @JoePulizzi
    35. 35. @JoePulizzi 75,000 visits per month
    36. 36. @JoePulizzi Yep, David vs. Goliath is Real
    37. 37. @JoePulizzi
    38. 38. @JoePulizzi
    39. 39. @JoePulizzi 1 Post over 3 years = 50,000 visitors = 4,000 subscribers = $84,000.00
    40. 40. @JoePulizzi Subscribers: Build It or Buy It 43
    41. 41. @JoePulizzi 44
    42. 42. @JoePulizzi 45
    43. 43. @JoePulizzi 46
    44. 44. @JoePulizzi What’s the difference between those who subscribe to my content and those that don’t?
    45. 45. @JoePulizzi Image courtesy sendgrid.com
    46. 46. @JoePulizzi 49
    47. 47. @JoePulizzi 50
    48. 48. @JoePulizzi HOMEWORK: Active Online Community of Subscribers in Your Niche 51
    49. 49. @JoePulizzi Image courtesy of thefutureorganization.com
    50. 50. @JoePulizzi Building Audience with Influencers 53
    51. 51. @JoePulizzi 54
    52. 52. @JoePulizzi The Social Media 4-1-1 Plan 55
    53. 53. @JoePulizzi Influencer Sharing Sales Content Marketing 56
    54. 54. @JoePulizzi 57
    55. 55. @JoePulizzi 58
    56. 56. @JoePulizzi 59
    57. 57. @JoePulizzi 60
    58. 58. @JoePulizzi 80% 61
    59. 59. @JoePulizzi 62
    60. 60. @JoePulizzi 63
    61. 61. @JoePulizzi 64
    62. 62. @JoePulizzi Return on Objective • Is the content driving sales? • Is the content saving costs? • Is the content making our customers happier, thus helping with retention? 65
    63. 63. @JoePulizzi 1. Watch Content 2020 2. Create a Content Marketing Mission Statement 3. Create a Subscription Strategy 4. Leverage SlideShare 5. Start Partnering with Influencers 6. Use Social Media 4-1-1 7. Know the Business Objective 8. Consider Buying a Small Media Company 9. Answer Your Customers’ Questions Publicly 10. Tell a Different Story!
    64. 64. @JoePulizzi 67
    65. 65. @JoePulizzi Joe Pulizzi joe@contentinstitute.com • @JoePulizzi on Twitter
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