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

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

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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.

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.

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

  1. @juntajoe Good to Great Content Marketing (in 45 minutes) Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and 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 our goals without compelling and relevant content for our customers. If we don’t, they will not come back.” - Pam Didner, Intel
  6. @juntajoe Content Marketing
  7. The Difference? @juntajoe Marketers Publishers/Media
  8. The Difference? @juntajoe Marketers Publishers/Media
  9. @juntajoe Search Engine Social Media Optimization STORYTELLING Lead Generation
  10. @juntajoe CONTENT 2020 – COCA-COLA
  11. @juntajoe http://bit.ly/2012cmtrends
  12. @juntajoe http://bit.ly/2012cmtrends
  13. @juntajoe http://bit.ly/2012cmtrends
  14. http://bit.ly/2012cmtrends @juntajoe
  15. @juntajoe http://bit.ly/2012cmtrends 60%
  16. @juntajoe Shutterstock
  17. @juntajoe Shutterstock
  18. @juntajoe
  19. @juntajoe 50/50
  20. @juntajoe The Problem with What?
  21. @juntajoe
  22. @juntajoe
  23. @juntajoe
  24. @juntajoe Wrong Question
  25. @juntajoe Strategy (the planning of the “what”) must always precede the tactics (the “what” and “how”)
  26. @juntajoe Why?
  27. @juntajoe
  28. @juntajoe
  29. @juntajoe
  30. @juntajoe
  31. @juntajoe
  32. @juntajoe
  33. @juntajoe Why?
  34. @juntajoe Search Engine Social Media Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation
  35. @juntajoe Business Higher Purpose Purpose
  36. @juntajoe
  37. @juntajoe HIGHER PURPOSE
  38. @juntajoe Five Content Types that Separate the Good to Great Content Marketers
  39. @juntajoe #1 The Niche, Non-Sales Content Platform
  40. @juntajoe Higher Purpose in Action
  41. @juntajoe
  42. @juntajoe Enabling Women to Have More Quality Time with Their Families
  43. @juntajoe
  44. @juntajoe Enabling Teen Girls to Be More Confident with Their Sexuality
  45. @juntajoe
  46. @juntajoe Helping Men Become Better Men
  47. @juntajoe #2 Story Explosion
  48. @juntajoe The Kelly Situation: Product: Complex workforce solutions Target: Largest 5,000 companies globally Deal Size: $50m - $2bn Key Buyer Titles: HR, Procurement, Operations, C-Suite Ave Time to Close: 12-24 months CULTURE: Conservative, Service-Driven, 65yrs+, Fortune 500 Co.
  49. @juntajoe
  50. @juntajoe Content Marketing Approach: Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.
  51. @juntajoe #3 The Chief Storyteller
  52. @juntajoe The content marketing team…. Typical roles within your existing team…
  53. @juntajoe Social Media Public Relations Marketing Email Mobile Search
  54. @juntajoe Example…. Todd Wheatland VP of Thought Leadership Kelly Services
  55. @juntajoe Example…. Rob Yoegel Content Marketing Director Monetate
  56. @juntajoe #4 Leveraging Employees in Content Creation
  57. @juntajoe
  58. @juntajoe
  59. @juntajoe
  60. @juntajoe
  61. @juntajoe
  62. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  63. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  64. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  65. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  66. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  67. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  68. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD 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. @juntajoe Google External Tool
  75. @juntajoe Google Alerts - Listen to Share Relevant Content - Listen for Story Ideas - Listen to Build Your Influencer List
  76. @juntajoe Give Content Gifts
  77. @juntajoe Social 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 Pulizzi joe@contentinstitute.com • @juntajoe on Twitter

Editor's Notes

  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • – sure, everyone wants to make revenue. But how that revenue is to be earned has an enormous impact on what metrics are important. If you take a company like Hubspot – they’re an incredible content marketing organization. Their focus is not on building lasting customer relationships through a great product. It’s through driving enormous front-end sales growth because they’re heading for an IPO. They have a much lower price- point, commitment level etc than us – culturally, etc
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.

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