Content Marketing Best Practices-the Toolbox - Joe Pulizzi, Junta42


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Content Marketing Best Practices-the Toolbox

Learn about 10 of the most practical hands-on tools that can be used to effectively deploy your own content marketing strategy.

* Joe Pulizzi, founder, Junta42/Content Marketing Institute, and co-author, Get Content Get Customers (@juntajoe)

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Content Marketing Best Practices-the Toolbox - Joe Pulizzi, Junta42

  1. 1. The Content Marketing Toolbox: 10 Under the Hood Tactics Joe Pulizzi Junta42 | Content Marketing Institute
  2. 2. Who’s Joe Pulizzi? (@juntajoe) <ul><li>Speaker, blogger, evangelist for content marketing. </li></ul>
  3. 3. <ul><li>1 </li></ul>
  4. 4. The hour’s agenda <ul><li>A quick positioning overview </li></ul><ul><li>Then – 10 content marketing tactics we use to grow our business. </li></ul><ul><li>Hardly any strategy </li></ul>
  5. 5. All Tactics! Customer Retention BLOG Video: Customer Shorts eBook Weekly Wrap-Up 5x – Daily Online/WP Jim P. “ man on the Street” flip-cam Videos <ul><li>1x per Qtr </li></ul><ul><li>No sub for basic version </li></ul><ul><li>Premium (name, email) </li></ul><ul><li>Every Fri. </li></ul><ul><li>Curation of Best in Breed </li></ul>Content Marketing for Small Retail Businesses <ul><li>Pre/Post satisfaction survey/increase retention rate by 10% over 12 mos. </li></ul><ul><li>RSS subscriptions, eBook downloads, Twitter Mentions </li></ul><ul><li>Mary </li></ul><ul><li>Susan </li></ul><ul><li>Kahleel </li></ul><ul><li>Derek </li></ul><ul><li>Jim </li></ul><ul><li>Eric </li></ul>Barry B Owner/COO < $10 mil Suburbs
  6. 10. Underwriting Mantra <ul><li>Content Marketing </li></ul><ul><li>& </li></ul><ul><li>Content without community and listening, won’t get us very far. </li></ul>
  7. 11. What’s the Goal? <ul><li>Everywhere the conversation is going around content marketing, we needed to be there. </li></ul><ul><ul><li>Drive Organic Search </li></ul></ul><ul><ul><li>Build Real Relationships </li></ul></ul><ul><ul><li>Be Where Journalists and Bloggers Need Story Information (PR Coverage) </li></ul></ul><ul><ul><li>Be Everywhere Our Customers Are Hanging Out on the Web </li></ul></ul>
  8. 12. 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>
  9. 14. <ul><li>How can I be interesting to my customers (content) if we (my competitors) are all talking about the same thing? </li></ul>
  10. 15. <ul><li>10 Tactics </li></ul>
  11. 16. #1 – The Book
  12. 17. #2 – The Blog
  13. 18. #3 – Top Industry Blogs
  14. 21. #4 – Air Traffic Control/Commenting
  15. 23. #5 – Big Content (Ungated)
  16. 25. Step 1: Define the Goals <ul><li>Position Junta42 as THE content marketing experts </li></ul><ul><li>Develop a content plan that maximizes social media and content spreading </li></ul><ul><li>Measure through </li></ul><ul><ul><li>Client signups and Speaking Inquiries </li></ul></ul><ul><ul><ul><li>Mentions (Twitter, FB, Press, Blogs) </li></ul></ul></ul><ul><ul><ul><li>Downloads </li></ul></ul></ul><ul><ul><ul><li>Engagement Time </li></ul></ul></ul><ul><ul><ul><li>Inbound Links </li></ul></ul></ul>
  17. 26. Step 2: Determine Informational Needs <ul><li>LISTEN! </li></ul><ul><li>Monitor Twitter Search and Tweetdeck </li></ul><ul><li>Email survey to customers </li></ul><ul><li>Talk to customers via phone </li></ul>Love strategy, but really need tangible examples of how to use content marketing and sell up the organization
  18. 27. Step 3: Determine the Content Plan/Mix <ul><li>Hybrid eBook </li></ul><ul><li>PDF and HTML pages </li></ul><ul><li>Integrate with Social Media </li></ul><ul><li>Tap into Blogger Relationships </li></ul><ul><li>Online News Release </li></ul><ul><li>Leverage the Junta42 blog </li></ul><ul><li>Promote on Junta42 Content Community/eNewsletter </li></ul><ul><li>Slideshare Upload ( </li></ul>
  19. 29. Individual Pages
  20. 33. Slideshare Channel
  21. 34. News Release
  22. 36. The Results (One Week Later) <ul><ul><li>Over a dozen new content marketing projects </li></ul></ul><ul><ul><li>4 large speaking opportunities </li></ul></ul><ul><ul><li>Built real and lasting relationships </li></ul></ul><ul><ul><li>Thousands of mentions </li></ul></ul><ul><ul><li>Almost 10,000 downloads to date </li></ul></ul><ul><ul><li>ROO - Priceless </li></ul></ul>
  23. 37. #6 – Big Content (Gated)
  24. 38. Tie to Key Search Terms
  25. 39. Conversion Blogging
  26. 40. #7 – Share, Share, Share
  27. 41. Facebook Sharing
  28. 45. 10 to 1
  29. 46. LinkedIn <ul><li>Assign employees to certain groups </li></ul>
  30. 47. #8 Leverage Network for Blog Posts
  31. 51. # 9 Consistent Educational Email
  32. 52. #10 Target Key Associations
  33. 54. Summing Up <ul><li>If the conversation is around content marketing, we’re involved. </li></ul><ul><li>Grow our startup to six employees with minimal budget. </li></ul><ul><li>Yes, accomplishing goals (mentions, links, conversions), but it’s the unexpected that amazes. </li></ul>
  34. 55. <ul><li>Daily or Weekly Content Marketing How-To Updates </li></ul><ul><li>Groundbreaking research in content marketing coming in the next month </li></ul>
  35. 56. Joe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: @juntajoe Thank You! – Q&A