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Rise Above with Content Marketing Workshop - Mesh Conference

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Presentation from Joe Pulizzi delivered at Mesh Conference on six key strategies to how you can rise above with content marketing.

Presentation from Joe Pulizzi delivered at Mesh Conference on six key strategies to how you can rise above with 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.
  • 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. @juntajoeRise Above withEpic Content MarketingJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
    • 2. @juntajoe
    • 3. @juntajoe
    • 4. @juntajoe
    • 5. @juntajoeSearch EngineOptimizationLeadGenerationSocial MediaSTORYTELLING
    • 6. @juntajoeExample oftrying…
    • 7. @juntajoe
    • 8. @juntajoe
    • 9. @juntajoe
    • 10. @juntajoeI see the futureand it is____________
    • 11. @juntajoe
    • 12. @juntajoe
    • 13. @juntajoe
    • 14. @juntajoe
    • 15. @juntajoeRed Bull – The Media Co.
    • 16. @juntajoeShow Me theResearch!
    • 17. @juntajoehttp://bitly.com/cm-research
    • 18. @juntajoe
    • 19. @juntajoe
    • 20. @juntajoe54%Increasinghttp://bitly.com/cm-research
    • 21. @juntajoeWhy Are We Here?Just 36% believe theircontent marketing is effective
    • 22. @juntajoeOur Biggest ContentMarketing Challenge• Producing Enough Content• Producing the Kind of Contentthat Engages
    • 23. @juntajoeTHE PROBLEM WITHWHAT?
    • 24. @juntajoe
    • 25. @juntajoe
    • 26. @juntajoe
    • 27. @juntajoe
    • 28. @juntajoeWHY?
    • 29. @juntajoeFind Your WhyThere Are Two
    • 30. @juntajoe
    • 31. @juntajoeManaging Content MarketingMy Goal: Increase leads by10% with no extra cost.• Primary indicators for my csuiteand my board.• Secondary indicators forinfluencers and for managers.• User indicators – for my “onthe ground team”.
    • 32. @juntajoe
    • 33. @juntajoe
    • 34. @juntajoe
    • 35. @juntajoe
    • 36. @juntajoe
    • 37. @juntajoe
    • 38. @juntajoe
    • 39. @juntajoe
    • 40. @juntajoeCreate a ContentMarketing Mission
    • 41. @juntajoeWhy?
    • 42. @juntajoeWhy?Welcome to Inc.com, the placewhere entrepreneurs and businessowners can find useful information,advice, insights, resources andinspiration for running and growingtheir businesses.
    • 43. @juntajoeWhy?Welcome to Inc.com, the placewhere entrepreneurs and businessowners can find useful information,advice, insights, resources andinspiration for running and growingtheir businesses.1. Core Target Audience2. What Will Be Delivered3. The Outcome for theAudience
    • 44. @juntajoeAssignment: YourContent MarketingMission Statement
    • 45. @juntajoeActivity• Define the who?• What are their pain points?• What can you deliver that is trulyremarkable to that person?• What do you want them to accomplish?• What do you need to accomplish?
    • 46. @juntajoeDon’t Start withChannel First
    • 47. @juntajoe
    • 48. @juntajoe1. Situational Analysis – Be THE educational resource formarketers. TO DO: Recruit influencers, editorial team, SEOspecialist.2. Channel Objectives – Subscriber growth, Sharing thatleads to search traction, Event signups.3. Content Plan – Answering content marketing questionsthat aren’t being answered anywhere else. Challenging thecommunity. Advancing the practice.4. Metrics – Subscribers, Sharing metrics, Search indicators,referrals to event site.5. Personas – “Doing” marketers at enterprise-levelcompanies.6. Editorial Calendar – Morning post, one per day.Instructional tone. Varied influencers.
    • 49. @juntajoeHighly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.
    • 50. @juntajoeFocus on Subscription
    • 51. @juntajoe
    • 52. @juntajoe
    • 53. @juntajoe
    • 54. @juntajoeBuilding Audiences:Use Social Media 4-1-1
    • 55. @juntajoe56 Design ©2012 Social Media Examiner, ContentCopyright Presenter • Do not distribute
    • 56. @juntajoe
    • 57. @juntajoe
    • 58. @juntajoeLeverage SlideShare
    • 59. @juntajoe60 Design ©2012 Social Media Examiner, ContentCopyright Presenter • Do not distribute
    • 60. @juntajoe61 Design ©2012 Social Media Examiner, ContentCopyright Presenter • Do not distribute
    • 61. @juntajoe62 Design ©2012 Social Media Examiner, ContentCopyright Presenter • Do not distribute
    • 62. @juntajoeGet Uncomfortable:If you don’t feel likeyou are going to run offthe road, you are notdriving fast enough.http://taylordowns.com
    • 63. @juntajoeJoe Pulizzijoe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013CLEVELAND, OH