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 …

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

  • 1. @juntajoe Good to GreatContent MarketingJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
  • 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
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  • 7. @juntajoe Search EngineSocial Media Optimization STORYTELLING STORYTELLING Lead Generation
  • 8. @juntajoeExample of trying…
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  • 11. @juntajoeI see the future and it is ____________
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  • 17. @juntajoeRed Bull – The Media Co.
  • 18. @juntajoeUnderwritten by
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  • 24. @juntajoe54%Increasing
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  • 26. @juntajoeWhy Are We Here? Just 36% believe theircontent marketing is effective
  • 27. @juntajoeOur Biggest ContentMarketing Challenge•Producing Enough Content•Producing the Kind of Contentthat Engages
  • 28. @juntajoeTHE PROBLEM WITHWHAT?
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  • 33. @juntajoeWHY?
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  • 37. @juntajoeWhy?
  • 38. @juntajoe Search EngineSocial Media Optimization Content Marketing Mission Lead Generation
  • 39. @juntajoe What Separates theGood to GreatContent Marketers
  • 40. @juntajoeThe Niche, Non-Sales Content Platform
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  • 50. @juntajoeStory Explosion
  • 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. @juntajoe
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  • 54. @juntajoeThe Chief Storyteller
  • 55. @juntajoeThe Content Marketing TeamTypical roles within your existing team…
  • 56. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
  • 57. @juntajoeExample…. Todd Wheatland VP of Thought Leadership Kelly Services
  • 58. @juntajoeExample… Rob Yoegel Content Marketing Director Monetate
  • 59. @juntajoeLeveraging Employees in Content Creation
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  • 65. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 66. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 67. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 68. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 69. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 70. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 71. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 72. @juntajoeThe Guide
  • 73. @juntajoe Marcus SheridanCEO, River Pools & Spas
  • 74. @juntajoe 2007• $4.5 million in Sales• $250,000 advertising spend
  • 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. @juntajoe
  • 77. @juntajoe75,000 visits per month
  • 78. @juntajoeYep, David vs. Goliath is Real
  • 79. @juntajoeBuilding Content Expertise through Community
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  • 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.
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  • 91. @juntajoeA Rising Tide Lifts All Ships
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  • 94. @juntajoeDefine Your Hit List of Influencers
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  • 103. @juntajoe• Last five years – over 300 different guest posts, interviews or webinars
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  • 105. @juntajoeSite & Event Sponsors Email Webinars Magazine Paid Events Consulting Paid Content
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  • 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. @juntajoe November 7-8, 2012 Cleveland, OHNovember 15, 2012 4-5-6 March, 2013 New York, NY Sydney, Australia
  • 110. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVELAND, OH