Rise Above with Epic Content Marketing - Hamburg, Germany Best of Corporate Publishing

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Joe Pulizzi's keynote presentation from the "Best of Corporate Publishing" conference in Hamburg, Germany. In this presentation, Joe talks in-depth about what content marketing really needs to be, adding in some case studies and the latest research.

Business Technology

@juntajoe
Rise Above with
Epic Content Marketing
Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute and
Content Marketing World
Author, Epic Content Marketing (Sept. 2013)

@juntajoe
Search Engine
Optimization
Lead
Generation
Social Media
STORYTELLING

@juntajoe
I see the future
and it is
____________

@juntajoe
54%USA
61%Australia
64%UK
http://bitly.com/cm-research

@juntajoe
Why Are We Here?
Just 1 in 3
marketers feel
they are effective
http://bitly.com/cm-research

@juntajoe
Our Biggest Content
Marketing Challenge
• Producing Enough Content
• Producing the Kind of Content
that Engages

@juntajoe
A Lack of Strategy
Just 1 in 10 have a
documented content
marketing strategy

@juntajoe
4 Keys to Epic
• Content Marketing Mission
• Focus on Subscription
• Building Audiences
• Return on Objective

@juntajoe
Create a Content
Marketing Mission

@juntajoe
Why?Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful
information, advice, insights, resour
ces and inspiration for running and
growing their businesses.

@juntajoe
47 Design ©2012 Social Media Examiner, Content
Copyright Presenter • Do not distribute

@juntajoe
48 Design ©2012 Social Media Examiner, Content
Copyright Presenter • Do not distribute

@juntajoe
Building Audiences:
Use Social Media
4-1-1

@juntajoe
Sales
Content
Marketing
Influencer
Sharing

@juntajoe
A year from
now, what’s
different?

@juntajoe
Return on Objective
• Is the content driving sales?
• Is the content saving costs?
• Is the content making our
customers happier, thus
helping with retention?

@juntajoe
Managing Content Marketing
My Goal: Impact on
Sales, Costs or Retention
• Primary indicators for my
CXO and my board.
• Secondary indicators for
influencers and for managers.
• User indicators – for my “on
the ground team”.

@juntajoe
Get Uncomfortable:
If you don’t feel like
you are going to run off
the road, you are not
driving fast enough.
- Mario Andretti
http://taylordowns.com

@juntajoe
Joe Pulizzi
joe@contentinstitute.com • @juntajoe on Twitter

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Rise Above with Epic Content Marketing - Hamburg, Germany Best of Corporate Publishing

1. @juntajoe Rise Above with Epic Content Marketing Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Author, Epic Content Marketing (Sept. 2013)

2. @juntajoe

4. @juntajoe

5. @juntajoe

6. @juntajoe Search Engine Optimization Lead Generation Social Media STORYTELLING

7. @juntajoe Example of trying…

8. @juntajoe

9. @juntajoe

10. @juntajoe

11. @juntajoe I see the future and it is ____________

12. @juntajoe

13. @juntajoe

14. @juntajoe

15. @juntajoe

16. @juntajoe Red Bull – The Media Co.

17. @juntajoe Show Me the Research!

18. @juntajoe http://bitly.com/cm-research

19. @juntajoe

20. @juntajoe

21. @juntajoe 54%USA 61%Australia 64%UK http://bitly.com/cm-research

22. @juntajoe Why Are We Here? Just 1 in 3 marketers feel they are effective http://bitly.com/cm-research

23. @juntajoe Our Biggest Content Marketing Challenge • Producing Enough Content • Producing the Kind of Content that Engages

24. @juntajoe A Lack of Strategy Just 1 in 10 have a documented content marketing strategy

25. @juntajoe THE PROBLEM WITH WHAT?

26. @juntajoe

27. @juntajoe

28. @juntajoe

29. @juntajoe

30. @juntajoe WHY?

31. @juntajoe 4 Keys to Epic • Content Marketing Mission • Focus on Subscription • Building Audiences • Return on Objective

32. @juntajoe

33. @juntajoe

34. @juntajoe

35. @juntajoe

36. @juntajoe

37. @juntajoe

38. @juntajoe

39. @juntajoe

40. @juntajoe Create a Content Marketing Mission

41. @juntajoe Why?

42. @juntajoe Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resour ces and inspiration for running and growing their businesses.

43. @juntajoe Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resour ces and inspiration for running and growing their businesses. 1. Core Target Audience 2. What Will Be Delivered 3. The Outcome for the Audience

44. @juntajoe Focus on Subscription

45. @juntajoe

46. @juntajoe

49. @juntajoe 90%

50. @juntajoe Building Audiences: Use Social Media 4-1-1

51. @juntajoe 51

52. @juntajoe Sales Content Marketing Influencer Sharing

53. @juntajoe

54. @juntajoe

55. @juntajoe A year from now, what’s different?

56. @juntajoe Return on Objective • Is the content driving sales? • Is the content saving costs? • Is the content making our customers happier, thus helping with retention?

57. @juntajoe Managing Content Marketing My Goal: Impact on Sales, Costs or Retention • Primary indicators for my CXO and my board. • Secondary indicators for influencers and for managers. • User indicators – for my “on the ground team”.

58. @juntajoe Get Uncomfortable: If you don’t feel like you are going to run off the road, you are not driving fast enough. - Mario Andretti http://taylordowns.com

59. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter

Editor's Notes

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.

Rise Above with Epic Content Marketing - Hamburg, Germany Best of Corporate Publishing

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