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.

Business Technology

Getting Started
With Content Marketing
Creating Powerful Content that Grows Your Business
@JoePulizzi

@JoePulizzi
Search Engine
Optimization
Lead
Generation
Social Media
Interesting Stories
11

@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 pool retailer in North America.
• $40,000 in advertising spend
• Won 15% more bids
• Cut sales cycle in half.
2011

@JoePulizzi
Yep, David vs. Goliath is Real

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

@JoePulizzi
http://bitly.com/cm-research
33%Budget

@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 Engages
33

@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
customers happier, thus
helping with retention?

@JoePulizzi
But It’s About the
Customers’ Needs

@JoePulizzi
Create a Content
Marketing Mission

@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.

@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 that person?
• What do you want them to accomplish?
• What do you need to accomplish?

@JoePulizzi
Don’t Start with
Channel First
(but be great at one channel)

@JoePulizzi
What is the difference
between those who
engage in your
content and those that
don’t?

@JoePulizzi
Building Audiences:
Use Social Media 4-1-1

@JoePulizzi
Sales
Content
Marketing
Influencer
Sharing

@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 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

@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

@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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From media relations to influencer relations

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Getting Started with Content Marketing - Workshop for Greenhouse Grower

1. Getting Started With Content Marketing Creating Powerful Content that Grows Your Business @JoePulizzi

2. Hi, I’m Joe Pulizzi @JoePulizzi

3. 3

4. 4

10. @JoePulizzi

11. @JoePulizzi Search Engine Optimization Lead Generation Social Media Interesting Stories 11

12. @JoePulizzi Example of trying… 12

13. @JoePulizzi

14. @JoePulizzi 14

15. @JoePulizzi 15

16. @JoePulizzi

17. @JoePulizzi You Don’t Need to be Coca-Cola or Red Bull… 17

18. @JoePulizzi Marcus Sheridan CEO, River Pools & Spas

19. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend

20. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend 2009 • Within Days of Bankruptcy

21. @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

22. @JoePulizzi

23. @JoePulizzi 75,000 visits per month

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

25. @JoePulizzi Show Me the Research! 25

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

27. @JoePulizzi Source: sodahead.com

28. @JoePulizzi http://bitly.com/cm-research 33%Budget

29. @JoePulizzi

30. @JoePulizzi

31. @JoePulizzi 54%Increasing http://bitly.com/cm-research

32. @JoePulizzi Just 36% believe their content marketing is effective 32

33. @JoePulizzi Our Biggest Content Marketing Challenge • Producing Enough Content • Producing the Kind of Content that Engages 33

34. @JoePulizzi THE PROBLEM WITH WHAT? 34

39. @JoePulizzi Find Your Why There Are Two

40. @JoePulizzi A year from now, what’s different?

41. @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?

42. @JoePulizzi But It’s About the Customers’ Needs

43. @JoePulizzi

44. @JoePulizzi

45. @JoePulizzi

46. @JoePulizzi

47. @JoePulizzi

48. @JoePulizzi

49. @JoePulizzi

50. @JoePulizzi

51. @JoePulizzi Create a Content Marketing Mission

52. @JoePulizzi Why?

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.

54. @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

55. @JoePulizzi Assignment: Your Content Marketing Mission Statement

56. @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?

57. @JoePulizzi Don’t Start with Channel First (but be great at one channel)

58. @JoePulizzi Focus on Subscription

59. @JoePulizzi

60. @JoePulizzi Tool: Pippity

61. @JoePulizzi 61

62. @JoePulizzi What is the difference between those who engage in your content and those that don’t?

63. @JoePulizzi 90%

64. @JoePulizzi Building Audiences: Use Social Media 4-1-1

65. @JoePulizzi 65

66. @JoePulizzi Sales Content Marketing Influencer Sharing

67. @JoePulizzi

68. @JoePulizzi Leverage SlideShare

71. @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

72. @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

73. @JoePulizzi Joe Pulizzi joe@contentinstitute.com • @JoePulizzi on Twitter Sept. 9-12, 2013 CLEVELAND CONVENTION CENTER Available Now on Pre-Order 73

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.
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.

Getting Started with Content Marketing - Workshop for Greenhouse Grower

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