Unlocking Your Content's Potential #ICC2014 Keynote

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This is Joe Pulizzi's keynote presentation at the Intelligent Content Conference 2014 #ICC2014 in San Jose. The presentation covers why content strategists need to help marketers understand their clear "why" for content marketing, and the three integrated steps to making that happen.

Marketing Business

TODAY’S PRESENTATION:

Unlocking Your Content’s Potential
(and Driving Business)

@JoePulizzi

There Is One Key
to a Successful
Presentation

@JoePulizzi

@JoePulizzi
Image courtesy of Pooky Poetry

3

@JoePulizzi

The Disclaimer

@JoePulizzi

ACT ONE

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@JoePulizzi

The Evolution of
Content Marketing

@JoePulizzi

@JoePulizzi

@JoePulizzi

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@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

91/100
http://bitly.com/cm-research

@JoePulizzi

@JoePulizzi

sodahead.com

Just 42% believe their
content marketing is effective

http://bitly.com/cm-research

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

briancromer.com

@JoePulizzi

CONTENT

@JoePulizzi

@JoePulizzi

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@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

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@JoePulizzi

32

Your Sweet Spot
What You Know

What Your Prospect
Cares About

@JoePulizzi

TECHNOLOGY

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

tractiondemand.com

@JoePulizzi

BUSINESS

@JoePulizzi

• CMO Gas Station Example

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42

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1. You Need to Question Your Marketers on
their Content Creation (WHY?)
2. You Need to Sell Intelligent Content Based
on Sales, Savings or Sunshine.
3. Understand the New Paradigm in Marketing
– Owned Audiences are the Key!
@JoePulizzi

@JoePulizzi

Joe Pulizzi
joe@contentinstitute.com
@JoePulizzi

@JoePulizzi

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How consumers use technology and the impacts on their lives

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