Higher Purpose Content Marketing / Content Strategy


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Presentation given at Web Content 2010 by Joe Pulizzi, Junta42 | Content Marketing Institute. Talks about how to align your company's brand story with your content strategy...that your content marketing must stand for something, must be clearly differentiated between that of your competitors, and that we need to define our niche category. Includes what makes a higher purpose content strategy and how to take that to the next level to engage your customers and prospects.

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  • Identify where your customers are hanging out at…
  • Besides blogs, where are they. Get your list together and figure out the five or so communities that you are going to be super active in.
  • Indium takes their rock star employees and truly makes them rock stars. The majority of our content and stories are within our employees. Give them the opportunity to share. Plus, just think…it’s just you and a few or many that can spread the word.
  • Higher Purpose Content Marketing / Content Strategy

    1. 1. @JuntaJoe Higher Purpose Content Marketing
    2. 2. <ul><li>Content Marketing Evangelist </li></ul>
    3. 5. <ul><li>1 </li></ul>
    4. 20. How do we know?
    5. 21. Purpose <ul><li>Elegantly simple </li></ul><ul><li>Crystal clear </li></ul><ul><li>Innately inspirational </li></ul><ul><li>Has a point of view – takes a stand </li></ul>
    6. 22. Content <ul><li>Elegantly simple </li></ul><ul><li>Crystal clear </li></ul><ul><li>Innately inspirational </li></ul><ul><li>Has a point of view – takes a stand </li></ul>
    7. 24. <ul><li>How can I be interesting to my customers (content) if we (my competitors) are all talking about the same thing? </li></ul>
    8. 25. <ul><li>What does your content stand for? </li></ul>
    9. 26. <ul><li>It’s not what you sell (Southwest, plane rides) I t’s what you stand for (Everyone deserves to fly if they want to) </li></ul>
    10. 29. Purpose <ul><li>“ Where your talents and the needs of the world cross” </li></ul><ul><li>-Aristotle </li></ul>
    11. 31. <ul><li>“ Where your expertise and the needs of your customers meet” </li></ul><ul><li>-Pulizzi </li></ul>Content Secret Sauce
    12. 34. How do we do?
    13. 35. <ul><li>Create/own the category </li></ul>
    14. 37. <ul><li>Go out to the people </li></ul>
    15. 39. Brian Solis
    16. 40. Find Your Customers! <ul><li>Target the top 10 – 15 blogs or websites in Your Niche </li></ul><ul><li>Read and Get Active…start commenting </li></ul>
    17. 41. <ul><li>LinkedIn Groups </li></ul><ul><li>Yahoo! / LinkedIn Answers </li></ul><ul><li>Google Groups </li></ul><ul><li>Niche Online Communities (Ning?) </li></ul><ul><li>Twitter/Facebook </li></ul><ul><li>BusinessWeek Xchange </li></ul>Where Are They Hanging Out?
    18. 42. <ul><li>25/50/25 </li></ul>
    19. 43. Be Like
    20. 44. Choose Key Groups and Actively Share <ul><li>Assign employees to certain groups. </li></ul><ul><li>Share relevant content. </li></ul>
    21. 45. Be the Expert using LinkedIn/Yahoo! Answers
    22. 46. Slideshare Channel
    23. 47. <ul><li>Then, invite them in… </li></ul>
    24. 50. <ul><li>Create Employee Rock Stars </li></ul>
    25. 51. <ul><li>Set up blogs for your employees to take a stand… </li></ul><ul><li>Create a social media policy as part of your governance </li></ul><ul><li>Train them… </li></ul>
    26. 52. <ul><li>Specialty alloy and solders - Indium </li></ul>
    27. 53. Your greatest content asset
    28. 55. Blogs Get More Business
    29. 56. <ul><li>Assign an Internal Evangelist </li></ul>
    30. 57. <ul><li>Someone in your company needs to be your content ambassador. </li></ul><ul><li>Training, support and guidance. </li></ul><ul><li>Identify the employees in your organization now that “get” this. </li></ul>
    31. 58. <ul><li>Create something remarkable </li></ul>
    32. 60. http://contentplaybook.com
    33. 61. Help them Share
    34. 62. <ul><li>1 </li></ul>
    35. 63. Joe Pulizzi [email_address] Ways to Connect: http://joepulizzi.com @JuntaJoe Go forth & take a stand
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