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 …

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.

Transcript

  • 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. @juntajoeMY STORY
  • 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
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  • 10. @juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation
  • 11. @juntajoeExample of trying…
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  • 15. @juntajoeI see the future and it is ____________
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  • 20. @juntajoeRed Bull – The Media Co.
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  • 28. @juntajoe54%Increasing
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  • 30. @juntajoe Why Are We Here? Just 36% believe theircontent marketing is effective
  • 31. @juntajoeOur Biggest ContentMarketing Challenge• Producing Enough Content• Producing the Kind of Content that Engages
  • 32. @juntajoeTHE PROBLEM WITHWHAT?
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  • 37. @juntajoe WHY?Tell a Different Story, Not the Same Story Incrementally Better
  • 38. @juntajoe Search EngineSocial Media Optimization Why? Lead Generation
  • 39. @juntajoeWhy?
  • 40. @juntajoe ContentMarketing Trends
  • 41. @juntajoeThe Niche, Non-Sales Content Platform & A Clear Mission
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  • 53. @juntajoeThe Chief Storyteller
  • 54. @juntajoeThe Content Marketing TeamTypical roles within your existing team… Chief Content Officer Managing Chief Content Editors Listening Producers Officers Content Creators
  • 55. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
  • 56. @juntajoeExample…. Todd Wheatland VP of Thought Leadership Kelly Services
  • 57. @juntajoeStory Explosion
  • 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
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  • 60. @juntajoeHighly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.
  • 61. @juntajoeLeveraging Employees in Content Creation
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  • 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. @juntajoeBuilding Content Expertise through Community
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  • 75. @juntajoeThe Content Marketing Team Chief Content Officer Managing Chief Content Editors Listening Producers Officers Content Creators
  • 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
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  • 81. @juntajoeA Rising Tide Lifts All Ships
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  • 83. @juntajoeDefine Your Hit List of Influencers
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  • 85. @juntajoe Both Bricks & Feathers• Use Feathers to Promote Bricks
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  • 91. @juntajoe.COM Email Webinars Magazine Paid Content Paid Events
  • 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. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVELAND, OH