@juntajoeThe State of Content  Marketing 2013Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Market...
@juntajoeMY STORY
@juntajoe         TODAY’S AGENDA•   Move Fast – 80+ Slides in 45 Minutes!•   Brief History of Content Marketing•   The Lat...
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe                        Search EngineSocial Media             Optimization          STORYTELLING             Lead...
@juntajoeExample of trying…
@juntajoe
@juntajoe
@juntajoe
@juntajoeI see the future    and it is ____________
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeRed Bull – The Media Co.
@juntajoeSponsored by
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe54%Increasing
@juntajoe
@juntajoe Why Are We Here?   Just 36% believe theircontent marketing is effective
@juntajoeOur Biggest ContentMarketing Challenge• Producing Enough Content• Producing the Kind of Content  that Engages
@juntajoeTHE PROBLEM WITHWHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe   WHY?Tell a Different Story, Not      the Same Story  Incrementally Better
@juntajoe                        Search EngineSocial Media             Optimization               Why?             Lead   ...
@juntajoeWhy?
@juntajoe    ContentMarketing Trends
@juntajoeThe Niche, Non-Sales  Content Platform         &  A Clear Mission
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeThe Chief Storyteller
@juntajoeThe Content Marketing TeamTypical roles within your existing team…                       Chief Content           ...
@juntajoe Social MediaPublic Relations  Marketing     Email    Mobile    Search
@juntajoeExample….            Todd Wheatland            VP of Thought Leadership            Kelly Services
@juntajoeStory Explosion
@juntajoeThe Kelly Situation:Product:             Complex workforce solutionsTarget:              Largest 5,000 companies ...
@juntajoe
@juntajoeHighly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.
@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...
@juntajoeBuilding Content Expertise   through Community
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeThe Content Marketing Team              Chief Content                 Officer   Managing                     Chie...
@juntajoeThe Content Marketing Team                                   Titler                                   SEO Special...
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeA Rising Tide Lifts All Ships
@juntajoe
@juntajoeDefine Your Hit List of Influencers
@juntajoe
@juntajoe       Both Bricks & Feathers• Use Feathers to Promote Bricks
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe.COM            Email   Webinars                                      Magazine                                   ...
@juntajoe Get Uncomfortable:  If you don’t feel likeyou are going to run off the road, you are not  driving fast enough.  ...
@juntajoe                        Joe Pulizzi    joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVE...
The State of Content Marketing 2013 - AAF North Dakota
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The State of Content Marketing 2013 - AAF North Dakota

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Presentation given by Joe Pulizzi, Content Marketing Institute to AAF North Dakota in Fargo on the State of Content Marketing 2013. Includes the latest research on content marketing and covers five key content marketing trends for now into the future.

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  • Joe, lots of good stuff here but 94 slides? 19 is about the right number according to this infographic from Marketing Firepower http://www.artillerymarketing.com/blog/bid/133293/Why-B2B-Marketers-Should-Use-Slideshare-for-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.
  • – 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.
  • The State of Content Marketing 2013 - AAF North Dakota

    1. 1. @juntajoeThe State of Content Marketing 2013Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
    2. 2. @juntajoeMY STORY
    3. 3. @juntajoe TODAY’S AGENDA• Move Fast – 80+ Slides in 45 Minutes!• Brief History of Content Marketing• The Latest B2B Research• The Problem with “What?”• Content Marketing Tips & Trends• Q&A
    4. 4. @juntajoe
    5. 5. @juntajoe
    6. 6. @juntajoe
    7. 7. @juntajoe
    8. 8. @juntajoe
    9. 9. @juntajoe
    10. 10. @juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation
    11. 11. @juntajoeExample of trying…
    12. 12. @juntajoe
    13. 13. @juntajoe
    14. 14. @juntajoe
    15. 15. @juntajoeI see the future and it is ____________
    16. 16. @juntajoe
    17. 17. @juntajoe
    18. 18. @juntajoe
    19. 19. @juntajoe
    20. 20. @juntajoeRed Bull – The Media Co.
    21. 21. @juntajoeSponsored by
    22. 22. @juntajoe
    23. 23. @juntajoe
    24. 24. @juntajoe
    25. 25. @juntajoe
    26. 26. @juntajoe
    27. 27. @juntajoe
    28. 28. @juntajoe54%Increasing
    29. 29. @juntajoe
    30. 30. @juntajoe Why Are We Here? Just 36% believe theircontent marketing is effective
    31. 31. @juntajoeOur Biggest ContentMarketing Challenge• Producing Enough Content• Producing the Kind of Content that Engages
    32. 32. @juntajoeTHE PROBLEM WITHWHAT?
    33. 33. @juntajoe
    34. 34. @juntajoe
    35. 35. @juntajoe
    36. 36. @juntajoe
    37. 37. @juntajoe WHY?Tell a Different Story, Not the Same Story Incrementally Better
    38. 38. @juntajoe Search EngineSocial Media Optimization Why? Lead Generation
    39. 39. @juntajoeWhy?
    40. 40. @juntajoe ContentMarketing Trends
    41. 41. @juntajoeThe Niche, Non-Sales Content Platform & A Clear Mission
    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. @juntajoe
    51. 51. @juntajoe
    52. 52. @juntajoe
    53. 53. @juntajoeThe Chief Storyteller
    54. 54. @juntajoeThe Content Marketing TeamTypical roles within your existing team… Chief Content Officer Managing Chief Content Editors Listening Producers Officers Content Creators
    55. 55. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
    56. 56. @juntajoeExample…. Todd Wheatland VP of Thought Leadership Kelly Services
    57. 57. @juntajoeStory Explosion
    58. 58. @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
    59. 59. @juntajoe
    60. 60. @juntajoeHighly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.
    61. 61. @juntajoeLeveraging Employees in Content Creation
    62. 62. @juntajoe
    63. 63. @juntajoe
    64. 64. @juntajoe
    65. 65. @juntajoe
    66. 66. @juntajoe
    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. @juntajoeBuilding Content Expertise through Community
    70. 70. @juntajoe
    71. 71. @juntajoe
    72. 72. @juntajoe
    73. 73. @juntajoe
    74. 74. @juntajoe
    75. 75. @juntajoeThe Content Marketing Team Chief Content Officer Managing Chief Content Editors Listening Producers Officers Content Creators
    76. 76. @juntajoeThe Content Marketing Team Titler SEO Specialist Chief Content Metrics Officer Managing Chief Content Editors Listening Producers Officers 150+ Contributors Content Creators 1 Paid Freelancer Partner Content Program
    77. 77. @juntajoe
    78. 78. @juntajoe
    79. 79. @juntajoe
    80. 80. @juntajoe
    81. 81. @juntajoeA Rising Tide Lifts All Ships
    82. 82. @juntajoe
    83. 83. @juntajoeDefine Your Hit List of Influencers
    84. 84. @juntajoe
    85. 85. @juntajoe Both Bricks & Feathers• Use Feathers to Promote Bricks
    86. 86. @juntajoe
    87. 87. @juntajoe
    88. 88. @juntajoe
    89. 89. @juntajoe
    90. 90. @juntajoe
    91. 91. @juntajoe.COM Email Webinars Magazine Paid Content Paid Events
    92. 92. @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
    93. 93. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVELAND, OH
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