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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 Presentation Transcript

  • 1. The Content Marketing Toolbox: 10 Under the Hood Tactics Joe Pulizzi Junta42 | Content Marketing Institute
  • 2. Who’s Joe Pulizzi? (@juntajoe)
    • Speaker, blogger, evangelist for content marketing.
  • 3.
    • 1
  • 4. The hour’s agenda
    • A quick positioning overview
    • Then – 10 content marketing tactics we use to grow our business.
    • Hardly any strategy
  • 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
    • 1x per Qtr
    • No sub for basic version
    • Premium (name, email)
    • Every Fri.
    • Curation of Best in Breed
    Content Marketing for Small Retail Businesses
    • Pre/Post satisfaction survey/increase retention rate by 10% over 12 mos.
    • RSS subscriptions, eBook downloads, Twitter Mentions
    • Mary
    • Susan
    • Kahleel
    • Derek
    • Jim
    • Eric
    Barry B Owner/COO < $10 mil Suburbs
  • 6.  
  • 7.  
  • 8.  
  • 9.  
  • 10. Underwriting Mantra
    • Content Marketing
    • &
    • Content without community and listening, won’t get us very far.
  • 11. What’s the Goal?
    • Everywhere the conversation is going around content marketing, we needed to be there.
      • Drive Organic Search
      • Build Real Relationships
      • Be Where Journalists and Bloggers Need Story Information (PR Coverage)
      • Be Everywhere Our Customers Are Hanging Out on the Web
  • 12. Content
    • Elegantly simple
    • Crystal clear
    • Innately inspirational
    • Has a point of view – takes a stand
  • 13.  
  • 14.
    • How can I be interesting to my customers (content) if we (my competitors) are all talking about the same thing?
  • 15.
    • 10 Tactics
  • 16. #1 – The Book
  • 17. #2 – The Blog
  • 18. #3 – Top Industry Blogs
  • 19.  
  • 20.  
  • 21. #4 – Air Traffic Control/Commenting
  • 22.  
  • 23. #5 – Big Content (Ungated)
  • 24.  
  • 25. Step 1: Define the Goals
    • Position Junta42 as THE content marketing experts
    • Develop a content plan that maximizes social media and content spreading
    • Measure through
      • Client signups and Speaking Inquiries
        • Mentions (Twitter, FB, Press, Blogs)
        • Downloads
        • Engagement Time
        • Inbound Links
  • 26. Step 2: Determine Informational Needs
    • LISTEN!
    • Monitor Twitter Search and Tweetdeck
    • Email survey to customers
    • Talk to customers via phone
    Love strategy, but really need tangible examples of how to use content marketing and sell up the organization
  • 27. Step 3: Determine the Content Plan/Mix
    • Hybrid eBook
    • PDF and HTML pages
    • Integrate with Social Media
    • Tap into Blogger Relationships
    • Online News Release
    • Leverage the Junta42 blog
    • Promote on Junta42 Content Community/eNewsletter
    • Slideshare Upload (www.slideshare.net)
  • 28.  
  • 29. Individual Pages
  • 30.  
  • 31.  
  • 32.  
  • 33. Slideshare Channel
  • 34. News Release
  • 35.  
  • 36. The Results (One Week Later)
      • Over a dozen new content marketing projects
      • 4 large speaking opportunities
      • Built real and lasting relationships
      • Thousands of mentions
      • Almost 10,000 downloads to date
      • ROO - Priceless
  • 37. #6 – Big Content (Gated)
  • 38. Tie to Key Search Terms
  • 39. Conversion Blogging
  • 40. #7 – Share, Share, Share
  • 41. Facebook Sharing
  • 42.  
  • 43.  
  • 44.  
  • 45. 10 to 1
  • 46. LinkedIn
    • Assign employees to certain groups
  • 47. #8 Leverage Network for Blog Posts
  • 48.  
  • 49.  
  • 50.  
  • 51. # 9 Consistent Educational Email
  • 52. #10 Target Key Associations
  • 53.  
  • 54. Summing Up
    • If the conversation is around content marketing, we’re involved.
    • Grow our startup to six employees with minimal budget.
    • Yes, accomplishing goals (mentions, links, conversions), but it’s the unexpected that amazes.
  • 55. ContentMarketingInstitute.com/OMS
    • Daily or Weekly Content Marketing How-To Updates
    • Groundbreaking research in content marketing coming in the next month
  • 56. Joe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: @juntajoe Thank You! – Q&A