0
Getting Started
With Content Marketing
Creating Powerful Content that Grows Your Business
@JoePulizzi
Hi, I’m Joe Pulizzi @JoePulizzi
3
4
@JoePulizzi
5
@JoePulizzi
7
@JoePulizzi
8
@JoePulizzi
9
@JoePulizzi
@JoePulizzi
Search Engine
Optimization
Lead
Generation
Social Media
Interesting Stories
11
@JoePulizzi
Example of
trying…
12
@JoePulizzi
@JoePulizzi
14
@JoePulizzi
15
@JoePulizzi
@JoePulizzi
You Don’t Need to
be Coca-Cola or
Red Bull…
17
@JoePulizzi
Marcus Sheridan
CEO, River Pools & Spas
@JoePulizzi
2007
• $4.5 million in Sales
• $250,000 advertising spend
@JoePulizzi
2007
• $4.5 million in Sales
• $250,000 advertising spend
2009
• Within Days of Bankruptcy
@JoePulizzi
2007
• $4.5 million in Sales
• $250,000 advertising spend
• Sold more fiberglass swimming pools than any
other...
@JoePulizzi
@JoePulizzi
75,000 visits per month
@JoePulizzi
Yep, David vs. Goliath is Real
@JoePulizzi
Show Me the
Research!
25
@JoePulizzi
http://bitly.com/cm-research
@JoePulizzi
Source: sodahead.com
@JoePulizzi
http://bitly.com/cm-research
33%Budget
@JoePulizzi
@JoePulizzi
@JoePulizzi
54%Increasing
http://bitly.com/cm-research
@JoePulizzi
Just 36% believe their content
marketing is effective
32
@JoePulizzi
Our Biggest Content
Marketing Challenge
• Producing Enough Content
• Producing the Kind of Content
that Engage...
@JoePulizzi
THE PROBLEM WITH
WHAT?
34
@JoePulizzi
35
@JoePulizzi
36
@JoePulizzi
37
@JoePulizzi
WHY?
@JoePulizzi
Find Your Why
There Are Two
@JoePulizzi
A year from now,
what’s different?
@JoePulizzi
Return on Objective
• Is the content driving sales?
• Is the content saving costs?
• Is the content making our...
@JoePulizzi
But It’s About the
Customers’ Needs
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
Create a Content
Marketing Mission
@JoePulizzi
Why?
@JoePulizzi
Why?Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful information,
advice,...
@JoePulizzi
Why?Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful information,
advice,...
@JoePulizzi
Assignment: Your
Content Marketing
Mission Statement
@JoePulizzi
Activity
• Define the who?
• What are their pain points?
• What can you deliver that is truly
remarkable to th...
@JoePulizzi
Don’t Start with
Channel First
(but be great at one channel)
@JoePulizzi
Focus on Subscription
@JoePulizzi
@JoePulizzi
Tool: Pippity
@JoePulizzi
61
@JoePulizzi
What is the difference
between those who
engage in your
content and those that
don’t?
@JoePulizzi
90%
@JoePulizzi
Building Audiences:
Use Social Media 4-1-1
@JoePulizzi
65
@JoePulizzi
Sales
Content
Marketing
Influencer
Sharing
@JoePulizzi
@JoePulizzi
Leverage SlideShare
@JoePulizzi
69 Design ©2012 Social Media Examiner, Content
Copyright Presenter • Do not distribute
@JoePulizzi
70 Design ©2012 Social Media Examiner, Content
Copyright Presenter • Do not distribute
@JoePulizzi
1. Watch Content 2020
2. Create a Content Marketing Mission Statement
3. Be the Leading Information Expert in ...
@JoePulizzi
Get Uncomfortable:
If you don’t feel like
you are going to run off
the road, you are not
driving fast enough.
...
@JoePulizzi
Joe Pulizzi
joe@contentinstitute.com • @JoePulizzi on Twitter
Sept. 9-12, 2013
CLEVELAND
CONVENTION CENTER
Ava...
Getting Started with Content Marketing - Workshop for Greenhouse Grower
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Getting Started with Content Marketing - Workshop for Greenhouse Grower

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Workshop from Joe Pulizzi, Content Marketing Institute, for the greenhouse grower audience. Includes definitions of content marketing, content marketing research, and multiple case studies on finding your "why" with content marketing.

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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.
  • Transcript of "Getting Started with Content Marketing - Workshop for Greenhouse Grower"

    1. 1. Getting Started With Content Marketing Creating Powerful Content that Grows Your Business @JoePulizzi
    2. 2. Hi, I’m Joe Pulizzi @JoePulizzi
    3. 3. 3
    4. 4. 4
    5. 5. @JoePulizzi 5
    6. 6. @JoePulizzi 7
    7. 7. @JoePulizzi 8
    8. 8. @JoePulizzi 9
    9. 9. @JoePulizzi
    10. 10. @JoePulizzi Search Engine Optimization Lead Generation Social Media Interesting Stories 11
    11. 11. @JoePulizzi Example of trying… 12
    12. 12. @JoePulizzi
    13. 13. @JoePulizzi 14
    14. 14. @JoePulizzi 15
    15. 15. @JoePulizzi
    16. 16. @JoePulizzi You Don’t Need to be Coca-Cola or Red Bull… 17
    17. 17. @JoePulizzi Marcus Sheridan CEO, River Pools & Spas
    18. 18. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend
    19. 19. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend 2009 • Within Days of Bankruptcy
    20. 20. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend • 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. 2011
    21. 21. @JoePulizzi
    22. 22. @JoePulizzi 75,000 visits per month
    23. 23. @JoePulizzi Yep, David vs. Goliath is Real
    24. 24. @JoePulizzi Show Me the Research! 25
    25. 25. @JoePulizzi http://bitly.com/cm-research
    26. 26. @JoePulizzi Source: sodahead.com
    27. 27. @JoePulizzi http://bitly.com/cm-research 33%Budget
    28. 28. @JoePulizzi
    29. 29. @JoePulizzi
    30. 30. @JoePulizzi 54%Increasing http://bitly.com/cm-research
    31. 31. @JoePulizzi Just 36% believe their content marketing is effective 32
    32. 32. @JoePulizzi Our Biggest Content Marketing Challenge • Producing Enough Content • Producing the Kind of Content that Engages 33
    33. 33. @JoePulizzi THE PROBLEM WITH WHAT? 34
    34. 34. @JoePulizzi 35
    35. 35. @JoePulizzi 36
    36. 36. @JoePulizzi 37
    37. 37. @JoePulizzi WHY?
    38. 38. @JoePulizzi Find Your Why There Are Two
    39. 39. @JoePulizzi A year from now, what’s different?
    40. 40. @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?
    41. 41. @JoePulizzi But It’s About the Customers’ Needs
    42. 42. @JoePulizzi
    43. 43. @JoePulizzi
    44. 44. @JoePulizzi
    45. 45. @JoePulizzi
    46. 46. @JoePulizzi
    47. 47. @JoePulizzi
    48. 48. @JoePulizzi
    49. 49. @JoePulizzi
    50. 50. @JoePulizzi Create a Content Marketing Mission
    51. 51. @JoePulizzi Why?
    52. 52. @JoePulizzi Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
    53. 53. @JoePulizzi Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 1. Core Target Audience 2. What Will Be Delivered 3. The Outcome for the Audience
    54. 54. @JoePulizzi Assignment: Your Content Marketing Mission Statement
    55. 55. @JoePulizzi Activity • Define the who? • What are their pain points? • What can you deliver that is truly remarkable to that person? • What do you want them to accomplish? • What do you need to accomplish?
    56. 56. @JoePulizzi Don’t Start with Channel First (but be great at one channel)
    57. 57. @JoePulizzi Focus on Subscription
    58. 58. @JoePulizzi
    59. 59. @JoePulizzi Tool: Pippity
    60. 60. @JoePulizzi 61
    61. 61. @JoePulizzi What is the difference between those who engage in your content and those that don’t?
    62. 62. @JoePulizzi 90%
    63. 63. @JoePulizzi Building Audiences: Use Social Media 4-1-1
    64. 64. @JoePulizzi 65
    65. 65. @JoePulizzi Sales Content Marketing Influencer Sharing
    66. 66. @JoePulizzi
    67. 67. @JoePulizzi Leverage SlideShare
    68. 68. @JoePulizzi 69 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
    69. 69. @JoePulizzi 70 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
    70. 70. @JoePulizzi 1. Watch Content 2020 2. Create a Content Marketing Mission Statement 3. Be the Leading Information Expert in Your Industry 4. Focus on Useful Content 5. Answer Customer Questions 6. Multiple Outputs Per Story Idea 7. Focus on Subscription 8. Leverage SlideShare 9. Start Partnering with Influencers 10. Use Social Media 4-1-1
    71. 71. @JoePulizzi Get Uncomfortable: If you don’t feel like you are going to run off the road, you are not driving fast enough. - Mario Andretti http://taylordowns.com 72
    72. 72. @JoePulizzi Joe Pulizzi joe@contentinstitute.com • @JoePulizzi on Twitter Sept. 9-12, 2013 CLEVELAND CONVENTION CENTER Available Now on Pre-Order 73
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