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

    • The Content Marketing Toolbox: 10 Under the Hood Tactics Joe Pulizzi Junta42 | Content Marketing Institute
    • Who’s Joe Pulizzi? (@juntajoe)
      • Speaker, blogger, evangelist for content marketing.
      • 1
    • The hour’s agenda
      • A quick positioning overview
      • Then – 10 content marketing tactics we use to grow our business.
      • Hardly any strategy
    • 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
    •  
    •  
    •  
    •  
    • Underwriting Mantra
      • Content Marketing
      • &
      • Content without community and listening, won’t get us very far.
    • 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
    • Content
      • Elegantly simple
      • Crystal clear
      • Innately inspirational
      • Has a point of view – takes a stand
    •  
      • How can I be interesting to my customers (content) if we (my competitors) are all talking about the same thing?
      • 10 Tactics
    • #1 – The Book
    • #2 – The Blog
    • #3 – Top Industry Blogs
    •  
    •  
    • #4 – Air Traffic Control/Commenting
    •  
    • #5 – Big Content (Ungated)
    •  
    • 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
    • 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
    • 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)
    •  
    • Individual Pages
    •  
    •  
    •  
    • Slideshare Channel
    • News Release
    •  
    • 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
    • #6 – Big Content (Gated)
    • Tie to Key Search Terms
    • Conversion Blogging
    • #7 – Share, Share, Share
    • Facebook Sharing
    •  
    •  
    •  
    • 10 to 1
    • LinkedIn
      • Assign employees to certain groups
    • #8 Leverage Network for Blog Posts
    •  
    •  
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    • # 9 Consistent Educational Email
    • #10 Target Key Associations
    •  
    • 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.
    • ContentMarketingInstitute.com/OMS
      • Daily or Weekly Content Marketing How-To Updates
      • Groundbreaking research in content marketing coming in the next month
    • Joe Pulizzi [email_address] (216) 941-5842 Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: @juntajoe Thank You! – Q&A