Epic Content Marketing - Six Insights - Richmond AMA American Marketing Association
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Epic Content Marketing - Six Insights - Richmond AMA American Marketing Association

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Joe Pulizzi's presentation at the Richmond AMA covering epic content marketing. In this presentation, Joe covers the content marketing mission statement, repurposing of content, the social media......

Joe Pulizzi's presentation at the Richmond AMA covering epic content marketing. In this presentation, Joe covers the content marketing mission statement, repurposing of content, the social media 4-1-1 strategy and having a subscription strategy.

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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.
  • 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. Epic Content Marketing Six Insights @JoePulizzi
  • 2. Content Marketing Institute CMI teaches marketers how to effectively own their media channels to attract and retain customers.
  • 3. 3
  • 4. @JoePulizzi Today • A bit of history… • A bit of research… • Eight content insights… (Large/Small/B2B/B2C) 4
  • 5. @JoePulizzi The Original Content Marketing Program? 5
  • 6. @JoePulizzi 7
  • 7. @JoePulizzi Content Marketing is… • • • • • Editorially-based Marketing-backed Behavior-driven Targeted Multi-platform (media agnostic) 8
  • 8. @JoePulizzi The Most Famous Content Marketing Strategy In the World! 9
  • 9. @JoePulizzi The Porn Industry (picture not included) 10
  • 10. @JoePulizzi 11
  • 11. @JoePulizzi 12
  • 12. @JoePulizzi Show Me the Research! 13
  • 13. @JoePulizzi http://bitly.com/cm-research
  • 14. @JoePulizzi Just 42% believe their content marketing is effective
  • 15. @JoePulizzi http://bitly.com/cm-research
  • 16. @JoePulizzi Biggest Challenge: Producing Enough Content 17
  • 17. @JoePulizzi WHY? 18
  • 18. @JoePulizzi Find Your Why 19
  • 19. @JoePulizzi 20
  • 20. @JoePulizzi 21
  • 21. @JoePulizzi 22
  • 22. @JoePulizzi 23
  • 23. @JoePulizzi 24
  • 24. @JoePulizzi 25
  • 25. @JoePulizzi 26
  • 26. @JoePulizzi 27
  • 27. @JoePulizzi Social Media Search Engine Optimization INDIUM CONTENT Lead Generation 28
  • 28. @JoePulizzi Create a Content Marketing Mission 29
  • 29. @JoePulizzi Why? 30
  • 30. 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
  • 31. 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
  • 32. @JoePulizzi Answering Customer Questions 33
  • 33. @JoePulizzi Marcus Sheridan CEO, River Pools & Spas
  • 34. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend
  • 35. 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.
  • 36. @JoePulizzi
  • 37. @JoePulizzi 75,000 visits per month
  • 38. @JoePulizzi Yep, David vs. Goliath is Real
  • 39. @JoePulizzi
  • 40. @JoePulizzi
  • 41. @JoePulizzi Get Your Content on the Same Page in the Company 42
  • 42. @JoePulizzi
  • 43. @JoePulizzi Social Media Public Relations Marketing Email Mobile Search 44
  • 44. @JoePulizzi Create a “why?” for each channel 45
  • 45. @JoePulizzi Plan to Repurpose Up Front, Not After 46
  • 46. @JoePulizzi Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.
  • 47. @JoePulizzi Building Audience with Influencers 48
  • 48. @JoePulizzi The Social Media 4-1-1 Plan 49
  • 49. @JoePulizzi Influencer Sharing Sales Content Marketing 50
  • 50. @JoePulizzi 51
  • 51. @JoePulizzi 52
  • 52. @JoePulizzi 53
  • 53. @JoePulizzi 54
  • 54. @JoePulizzi 80% 55
  • 55. @JoePulizzi 56
  • 56. @JoePulizzi 57
  • 57. @JoePulizzi 58
  • 58. @JoePulizzi A year from now, what’s different? 59
  • 59. @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? 60
  • 60. @JoePulizzi How can you create better customers with content? 61
  • 61. @JoePulizzi Mid-sized CMS company – large considered purchase ($100k to $200k) “okay, we’ll try this content marketing thing” BUT, customer acquisition was 1.2x the cost 1.5x as long
  • 62. @JoePulizzi Persona #1 Building a Better Business/Thought Leadership Webinar Attended How-To-Webinar Attended eBook/White Paper Version of Webinar (10 Steps) CTAs in Report (Landing Page/Phone #)
  • 63. @JoePulizzi Creating Better Customers “wait for it....” Customer Acquisition Spent 2X as much Stayed 5X as long 2X more likely to share
  • 64. @JoePulizzi
  • 65. @JoePulizzi 1. Watch Content 2020 2. Create a Content Marketing Mission Statement 3. Ask “why?” for each channel 4. Find Your Content Ambassadors 5. Consider a Subscription Strategy 6. Leverage SlideShare 7. Start Partnering with Influencers 8. Use Social Media 4-1-1 9. Know the Business Objective 10. Tell a Different Story!
  • 66. @JoePulizzi
  • 67. @JoePulizzi Joe Pulizzi joe@contentinstitute.com • @JoePulizzi on Twitter