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@juntajoe                   GOOD to                   GREATContent MarketingJoe Pulizzi (@juntajoe)Founder, Content Market...
@juntajoe        TODAY’S AGENDA• Move Fast – 75+ Slides in 45 Minutes!• Brief History of Content Marketing• The Latest Res...
@juntajoe
@juntajoe Barriers to Entry are Gone• Content Acceptance• Talent• Technology
@juntajoe        As Heard Recently…“We cannot accomplish ourgoals without compellingand relevant content for ourcustomers....
@juntajoe
@juntajoe
@juntajoe
@juntajoe                        Search EngineSocial Media             Optimization          STORYTELLING             Lead...
@juntajoe
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
@juntajoe Shutterstock
@juntajoe Shutterstock
@juntajoe
@juntajoe
@juntajoeTHE PROBLEM WITHWHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe    STRATEGY   (the planning of the “what”)must always precede the tactics (the        “what” and “how”)
@juntajoeWHY?
@juntajoe
@juntajoe
@juntajoe
@juntajoeWhy?
@juntajoe                                 Search EngineSocial Media                      Optimization        YOUR UNIQUE S...
@juntajoeBusiness    HigherPurpose    Purpose
@juntajoe
@juntajoe HIGHERPURPOSE
@juntajoe  Five Content Types   that Separate theGood to GreatContent Marketers
@juntajoeThe Niche, Non-Sales  Content Platform
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeStory Explosion
@juntajoeThe Kelly Situation:Product:             Complex workforce solutionsTarget:              Largest 5,000 companies ...
@juntajoe
@juntajoe
@juntajoeThe Chief Storyteller
@juntajoeThe Content Marketing TeamTypical roles within your existing team…
@juntajoe Social MediaPublic Relations  Marketing     Email     Mobile    Search
@juntajoeExample….            Todd Wheatland            VP of Thought Leadership            Kelly Services
@juntajoeExample…           Rob Yoegel           Content Marketing Director           Monetate
@juntajoeLeveraging Employees in Content Creation
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoeBuilding the Content    Community(a focus on referral traffic)
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe•   Higher Purpose Calling•   Understand the “reader” like a publisher does.•   The Story Platform•   Remove “You...
@juntajoe               Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter
Good to Great Content Marketing
Good to Great Content Marketing
Good to Great Content Marketing
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Good to Great Content Marketing

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Presentation by Joe Pulizzi (Content Marketing Institute) for SAP marketing team entitled Good to Great Content Marketing. The presentation reviews the history of content marketing, the latest content marketing research, and five trends separating the good to great in 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.
  • – 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.
  • 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 "Good to Great Content Marketing"

    1. 1. @juntajoe GOOD to GREATContent MarketingJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
    2. 2. @juntajoe TODAY’S AGENDA• Move Fast – 75+ Slides in 45 Minutes!• Brief History of Content Marketing• The Latest Research• The Problem with “What?”• Five content activities that Separate the Good from the Great in Content• Q&A
    3. 3. @juntajoe
    4. 4. @juntajoe Barriers to Entry are Gone• Content Acceptance• Talent• Technology
    5. 5. @juntajoe As Heard Recently…“We cannot accomplish ourgoals without compellingand relevant content for ourcustomers. If we don’t, theywill not come back.”Pam DidnerIntel
    6. 6. @juntajoe
    7. 7. @juntajoe
    8. 8. @juntajoe
    9. 9. @juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation
    10. 10. @juntajoe
    11. 11. @juntajoehttp://bit.ly/2012cmtrends
    12. 12. @juntajoehttp://bit.ly/2012cmtrends
    13. 13. @juntajoehttp://bit.ly/2012cmtrends
    14. 14. @juntajoehttp://bit.ly/2012cmtrends
    15. 15. @juntajoehttp://bit.ly/2012cmtrends
    16. 16. @juntajoe Shutterstock
    17. 17. @juntajoe Shutterstock
    18. 18. @juntajoe
    19. 19. @juntajoe
    20. 20. @juntajoeTHE PROBLEM WITHWHAT?
    21. 21. @juntajoe
    22. 22. @juntajoe
    23. 23. @juntajoe
    24. 24. @juntajoe
    25. 25. @juntajoe STRATEGY (the planning of the “what”)must always precede the tactics (the “what” and “how”)
    26. 26. @juntajoeWHY?
    27. 27. @juntajoe
    28. 28. @juntajoe
    29. 29. @juntajoe
    30. 30. @juntajoeWhy?
    31. 31. @juntajoe Search EngineSocial Media Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation
    32. 32. @juntajoeBusiness HigherPurpose Purpose
    33. 33. @juntajoe
    34. 34. @juntajoe HIGHERPURPOSE
    35. 35. @juntajoe Five Content Types that Separate theGood to GreatContent Marketers
    36. 36. @juntajoeThe Niche, Non-Sales Content Platform
    37. 37. @juntajoe
    38. 38. @juntajoe
    39. 39. @juntajoe
    40. 40. @juntajoe
    41. 41. @juntajoe
    42. 42. @juntajoe
    43. 43. @juntajoeStory Explosion
    44. 44. @juntajoeThe Kelly Situation:Product: Complex workforce solutionsTarget: Largest 5,000 companies globallyDeal Size: $50m - $2bnKey Buyer Titles: HR, Procurement, Operations, C-SuiteAve Time to Close: 12-24 months
    45. 45. @juntajoe
    46. 46. @juntajoe
    47. 47. @juntajoeThe Chief Storyteller
    48. 48. @juntajoeThe Content Marketing TeamTypical roles within your existing team…
    49. 49. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
    50. 50. @juntajoeExample…. Todd Wheatland VP of Thought Leadership Kelly Services
    51. 51. @juntajoeExample… Rob Yoegel Content Marketing Director Monetate
    52. 52. @juntajoeLeveraging Employees in Content Creation
    53. 53. @juntajoe
    54. 54. @juntajoe
    55. 55. @juntajoe
    56. 56. @juntajoe
    57. 57. @juntajoe
    58. 58. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    59. 59. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    60. 60. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    61. 61. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    62. 62. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    63. 63. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    64. 64. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    65. 65. @juntajoeBuilding the Content Community(a focus on referral traffic)
    66. 66. @juntajoe
    67. 67. @juntajoe
    68. 68. @juntajoe
    69. 69. @juntajoe
    70. 70. @juntajoe
    71. 71. @juntajoe
    72. 72. @juntajoe
    73. 73. @juntajoe
    74. 74. @juntajoe• Higher Purpose Calling• Understand the “reader” like a publisher does.• The Story Platform• Remove “You” from the Story• Get Your Community Involved
    75. 75. @juntajoe Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter
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