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@juntajoe  Good to GreatContent MarketingJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing ...
@juntajoe        TODAY’S AGENDA• Move Fast – 100+ Slides in 45 Minutes!• Brief History of Content Marketing• The Latest Re...
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe                        Search EngineSocial Media             Optimization          STORYTELLING          STORYTE...
@juntajoeExample of trying…
@juntajoe
@juntajoe
@juntajoeI see the future    and it is ____________
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeRed Bull – The Media Co.
@juntajoeUnderwritten by
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe54%Increasing
@juntajoe
@juntajoeWhy Are We Here?   Just 36% believe theircontent marketing is effective
@juntajoeOur Biggest ContentMarketing Challenge•Producing Enough Content•Producing the Kind of Contentthat Engages
@juntajoeTHE PROBLEM WITHWHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeWHY?
@juntajoe
@juntajoe
@juntajoe
@juntajoeWhy?
@juntajoe                        Search EngineSocial Media             Optimization          Content Marketing            ...
@juntajoe  What Separates theGood to GreatContent Marketers
@juntajoeThe Niche, Non-Sales  Content Platform
@juntajoe
@juntajoe
@juntajoe
@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...
@juntajoeThe Guide
@juntajoe   Marcus SheridanCEO, River Pools & Spas
@juntajoe                  2007• $4.5 million in Sales• $250,000 advertising spend
@juntajoe                   2007• $4.5 million in Sales• $250,000 advertising spend                   2011• Sold more fibe...
@juntajoe
@juntajoe75,000 visits per month
@juntajoeYep, David vs. Goliath is Real
@juntajoeBuilding Content Expertise   through Community
@juntajoe
@juntajoe
@juntajoe
@juntajoeDeliver content at all the right stages of the buying process              to attract and retain customers. Subsc...
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeA Rising Tide Lifts All Ships
@juntajoe
@juntajoe
@juntajoeDefine Your Hit List of Influencers
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe• Last five years  – over 300  different guest  posts,  interviews or  webinars
@juntajoe
@juntajoeSite & Event  Sponsors      Email           Webinars                                            Magazine  Paid Ev...
@juntajoe
@juntajoe
@juntajoe Get Uncomfortable:  If you don’t feel likeyou are going to run off the road, you are not  driving fast enough.  ...
@juntajoe           November 7-8, 2012 Cleveland, OHNovember 15, 2012                    4-5-6 March, 2013  New York, NY  ...
@juntajoe                        Joe Pulizzi    joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVE...
Good to Great Content Marketing - American Marketing Association
Good to Great Content Marketing - American Marketing Association
Good to Great Content Marketing - American Marketing Association
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Good to Great Content Marketing - American Marketing Association

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Good to great content marketing presentation given by Joe Pulizzi for the AMA Akron Canton. Covers the latest content marketing research and six key trends that all marketers can learn from as it relates to 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.
  • 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 - American Marketing Association"

    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 – 100+ 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
    5. 5. @juntajoe
    6. 6. @juntajoe
    7. 7. @juntajoe Search EngineSocial Media Optimization STORYTELLING STORYTELLING Lead Generation
    8. 8. @juntajoeExample of trying…
    9. 9. @juntajoe
    10. 10. @juntajoe
    11. 11. @juntajoeI see the future and it is ____________
    12. 12. @juntajoe
    13. 13. @juntajoe
    14. 14. @juntajoe
    15. 15. @juntajoe
    16. 16. @juntajoe
    17. 17. @juntajoeRed Bull – The Media Co.
    18. 18. @juntajoeUnderwritten by
    19. 19. @juntajoe
    20. 20. @juntajoe
    21. 21. @juntajoe
    22. 22. @juntajoe
    23. 23. @juntajoe
    24. 24. @juntajoe54%Increasing
    25. 25. @juntajoe
    26. 26. @juntajoeWhy Are We Here? Just 36% believe theircontent marketing is effective
    27. 27. @juntajoeOur Biggest ContentMarketing Challenge•Producing Enough Content•Producing the Kind of Contentthat Engages
    28. 28. @juntajoeTHE PROBLEM WITHWHAT?
    29. 29. @juntajoe
    30. 30. @juntajoe
    31. 31. @juntajoe
    32. 32. @juntajoe
    33. 33. @juntajoeWHY?
    34. 34. @juntajoe
    35. 35. @juntajoe
    36. 36. @juntajoe
    37. 37. @juntajoeWhy?
    38. 38. @juntajoe Search EngineSocial Media Optimization Content Marketing Mission Lead Generation
    39. 39. @juntajoe What Separates theGood to GreatContent Marketers
    40. 40. @juntajoeThe Niche, Non-Sales Content Platform
    41. 41. @juntajoe
    42. 42. @juntajoe
    43. 43. @juntajoe
    44. 44. @juntajoe
    45. 45. @juntajoe
    46. 46. @juntajoe
    47. 47. @juntajoe
    48. 48. @juntajoe
    49. 49. @juntajoe
    50. 50. @juntajoeStory Explosion
    51. 51. @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
    52. 52. @juntajoe
    53. 53. @juntajoe
    54. 54. @juntajoeThe Chief Storyteller
    55. 55. @juntajoeThe Content Marketing TeamTypical roles within your existing team…
    56. 56. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
    57. 57. @juntajoeExample…. Todd Wheatland VP of Thought Leadership Kelly Services
    58. 58. @juntajoeExample… Rob Yoegel Content Marketing Director Monetate
    59. 59. @juntajoeLeveraging Employees in Content Creation
    60. 60. @juntajoe
    61. 61. @juntajoe
    62. 62. @juntajoe
    63. 63. @juntajoe
    64. 64. @juntajoe
    65. 65. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    66. 66. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    67. 67. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    68. 68. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    69. 69. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    70. 70. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    71. 71. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
    72. 72. @juntajoeThe Guide
    73. 73. @juntajoe Marcus SheridanCEO, River Pools & Spas
    74. 74. @juntajoe 2007• $4.5 million in Sales• $250,000 advertising spend
    75. 75. @juntajoe 2007• $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.
    76. 76. @juntajoe
    77. 77. @juntajoe75,000 visits per month
    78. 78. @juntajoeYep, David vs. Goliath is Real
    79. 79. @juntajoeBuilding Content Expertise through Community
    80. 80. @juntajoe
    81. 81. @juntajoe
    82. 82. @juntajoe
    83. 83. @juntajoeDeliver content at all the right stages of the buying process to attract and retain customers. Subscribers continually show positive behaviorsthroughout the year - purchase, sharing, attending web events, subscribing, etc.
    84. 84. @juntajoe
    85. 85. @juntajoe
    86. 86. @juntajoe
    87. 87. @juntajoe
    88. 88. @juntajoe
    89. 89. @juntajoe
    90. 90. @juntajoe
    91. 91. @juntajoeA Rising Tide Lifts All Ships
    92. 92. @juntajoe
    93. 93. @juntajoe
    94. 94. @juntajoeDefine Your Hit List of Influencers
    95. 95. @juntajoe
    96. 96. @juntajoe
    97. 97. @juntajoe
    98. 98. @juntajoe
    99. 99. @juntajoe
    100. 100. @juntajoe
    101. 101. @juntajoe
    102. 102. @juntajoe
    103. 103. @juntajoe• Last five years – over 300 different guest posts, interviews or webinars
    104. 104. @juntajoe
    105. 105. @juntajoeSite & Event Sponsors Email Webinars Magazine Paid Events Consulting Paid Content
    106. 106. @juntajoe
    107. 107. @juntajoe
    108. 108. @juntajoe Get Uncomfortable: If you don’t feel likeyou are going to run off the road, you are not driving fast enough. http://taylordowns.com
    109. 109. @juntajoe November 7-8, 2012 Cleveland, OHNovember 15, 2012 4-5-6 March, 2013 New York, NY Sydney, Australia
    110. 110. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVELAND, OH
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