Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Good to Great Content Marketing: 5 Content Strategies Working for Marketers

27,382 views

Published on

In this presentation, Joe Pulizzi details why content marketing has taken center stage, looks at the latest content marketing research, and shares case studies looking at five content strategies that separate the good from great content marketing professionals.

Published in: Business, Technology

Good to Great Content Marketing: 5 Content Strategies Working for Marketers

  1. @juntajoeGood to GreatContent Marketing (in 45 minutes)Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
  2. @juntajoe Today’s Agenda• Move Fast – 90 Slides in 45 Minutes• Brief History of Content Marketing• The Latest Research• The Problem with “What?”• Five content activities that Separate the Good from the Great in Content• Q&A
  3. @juntajoe
  4. @juntajoe Barriers to Entry are Gone• Content Acceptance• Talent• Technology
  5. @juntajoe As heard recently…“We cannot accomplish ourgoals without compelling andrelevant content for ourcustomers. If we don’t, theywill not come back.”- Pam Didner, Intel
  6. @juntajoeContent Marketing
  7. The Difference? @juntajoeMarketers Publishers/Media
  8. The Difference? @juntajoeMarketers Publishers/Media
  9. @juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation
  10. @juntajoeCONTENT 2020 – COCA-COLA
  11. @juntajoehttp://bit.ly/2012cmtrends
  12. @juntajoehttp://bit.ly/2012cmtrends
  13. @juntajoehttp://bit.ly/2012cmtrends
  14. http://bit.ly/2012cmtrends @juntajoe
  15. @juntajoehttp://bit.ly/2012cmtrends 60%
  16. @juntajoe Shutterstock
  17. @juntajoe Shutterstock
  18. @juntajoe
  19. @juntajoe50/50
  20. @juntajoeThe Problem with What?
  21. @juntajoe
  22. @juntajoe
  23. @juntajoe
  24. @juntajoeWrong Question
  25. @juntajoeStrategy (the planning of the“what”) must always precede the tactics (the “what” and “how”)
  26. @juntajoeWhy?
  27. @juntajoe
  28. @juntajoe
  29. @juntajoe
  30. @juntajoe
  31. @juntajoe
  32. @juntajoe
  33. @juntajoeWhy?
  34. @juntajoe Search EngineSocial Media Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation
  35. @juntajoeBusiness HigherPurpose Purpose
  36. @juntajoe
  37. @juntajoe HIGHERPURPOSE
  38. @juntajoeFive Content Types that Separate the Good to Great Content Marketers
  39. @juntajoe #1The Niche, Non-Sales Content Platform
  40. @juntajoe HigherPurpose in Action
  41. @juntajoe
  42. @juntajoeEnabling Women to Have More Quality Time with Their Families
  43. @juntajoe
  44. @juntajoeEnabling Teen Girls toBe More Confident with Their Sexuality
  45. @juntajoe
  46. @juntajoeHelping Men Become Better Men
  47. @juntajoe #2Story Explosion
  48. @juntajoeThe Kelly Situation:Product: Complex workforce solutionsTarget: Largest 5,000 companies globallyDeal Size: $50m - $2bnKey Buyer Titles: HR, Procurement, Operations, C-SuiteAve Time to Close: 12-24 monthsCULTURE:Conservative, Service-Driven, 65yrs+, Fortune 500 Co.
  49. @juntajoe
  50. @juntajoeContent Marketing Approach:Highly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+keywords per year.
  51. @juntajoe #3The Chief Storyteller
  52. @juntajoeThe content marketing team….Typical roles within your existing team…
  53. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
  54. @juntajoeExample…. Todd Wheatland VP of Thought Leadership Kelly Services
  55. @juntajoeExample…. Rob Yoegel Content Marketing Director Monetate
  56. @juntajoe #4Leveraging Employees in Content Creation
  57. @juntajoe
  58. @juntajoe
  59. @juntajoe
  60. @juntajoe
  61. @juntajoe
  62. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  63. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  64. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  65. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  66. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  67. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  68. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  69. @juntajoe #5 Building the Content Community(a focus on referral traffic)
  70. @juntajoe
  71. @juntajoe
  72. @juntajoe
  73. @juntajoe
  74. @juntajoeGoogle External Tool
  75. @juntajoeGoogle Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List
  76. @juntajoeGive Content Gifts
  77. @juntajoeSocial Media 4-1-1
  78. @juntajoe
  79. @juntajoe
  80. @juntajoe
  81. @juntajoe THE LAST SLIDE• Higher Purpose Calling• Understand the “reader” like a publisher does.• The Story Platform• Remove “You” from the Story• Get Your Community Involved
  82. @juntajoe THANK YOU Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter

×