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Good to Great Content Marketing - American Marketing Association

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Joe Pulizzi
Joe Pulizzi

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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@juntajoe Good to Great Content Marketing Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and Managing Content Marketing
@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
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe Search Engine Social Media Optimization STORYTELLING STORYTELLING Lead Generation
@juntajoe Example of trying…
@juntajoe
@juntajoe
@juntajoe I see the future and it is ____________
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe Red Bull – The Media Co.
@juntajoe Underwritten by
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe 54% Increasing
@juntajoe
@juntajoe Why Are We Here? Just 36% believe their content marketing is effective
@juntajoe Our Biggest Content Marketing Challenge •Producing Enough Content •Producing the Kind of Content that Engages
@juntajoe THE PROBLEM WITH WHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe WHY?
@juntajoe
@juntajoe
@juntajoe
@juntajoe Why?
@juntajoe Search Engine Social Media Optimization Content Marketing Mission Lead Generation
@juntajoe What Separates the Good to Great Content Marketers
@juntajoe The Niche, Non-Sales Content Platform
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe Story Explosion
@juntajoe The Kelly Situation: Product: Complex workforce solutions Target: Largest 5,000 companies globally Deal Size: $50m - $2bn Key Buyer Titles: HR, Procurement, Operations, C-Suite Ave Time to Close: 12-24 months
@juntajoe
@juntajoe
@juntajoe The Chief Storyteller
@juntajoe The Content Marketing Team Typical roles within your existing team…
@juntajoe Social Media Public Relations Marketing Email Mobile Search
@juntajoe Example…. Todd Wheatland VP of Thought Leadership Kelly Services
@juntajoe Example… Rob Yoegel Content Marketing Director Monetate
@juntajoe Leveraging Employees in Content Creation
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
@juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
@juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
@juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
@juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
@juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
@juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
@juntajoe The Guide
@juntajoe Marcus Sheridan CEO, 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 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.
@juntajoe
@juntajoe 75,000 visits per month
@juntajoe Yep, David vs. Goliath is Real
@juntajoe Building Content Expertise through Community
@juntajoe
@juntajoe
@juntajoe
@juntajoe Deliver content at all the right stages of the buying process to attract and retain customers. Subscribers continually show positive behaviors throughout the year - purchase, sharing, attending web events, subscribing, etc.
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe A Rising Tide Lifts All Ships
@juntajoe
@juntajoe
@juntajoe Define 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
@juntajoe Site & Event Sponsors Email Webinars Magazine Paid Events Consulting Paid Content
@juntajoe
@juntajoe
@juntajoe Get Uncomfortable: If you don’t feel like you are going to run off the road, you are not driving fast enough. http://taylordowns.com
@juntajoe November 7-8, 2012 Cleveland, OH November 15, 2012 4-5-6 March, 2013 New York, NY Sydney, Australia
@juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter Week of Sept. 9, 2013 CLEVELAND, OH

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Good to Great Content Marketing - American Marketing Association

Editor's Notes

  1. 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.
  2. 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.
  3. 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.
  4. – 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
  5. 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.
  6. 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.
  7. 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.
  8. 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.