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@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
@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
@juntajoe
@juntajoe




    Barriers to Entry are Gone
• Content Acceptance
• Talent
• Technology
@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
@juntajoe




Content Marketing
The Difference?       @juntajoe




Marketers       Publishers/Media
The Difference?       @juntajoe




Marketers       Publishers/Media
@juntajoe




                        Search Engine
Social Media             Optimization
         STORYTELLING

             Lead
           Generation
@juntajoe


CONTENT 2020 – COCA-COLA
@juntajoe
http://bit.ly/2012cmtrends
@juntajoe
http://bit.ly/2012cmtrends
@juntajoe
http://bit.ly/2012cmtrends
http://bit.ly/2012cmtrends   @juntajoe
@juntajoe
http://bit.ly/2012cmtrends




                             60%
@juntajoe




 Shutterstock
@juntajoe




 Shutterstock
@juntajoe
@juntajoe




50/50
@juntajoe




The Problem with

 What?
@juntajoe
@juntajoe
@juntajoe
@juntajoe




Wrong Question
@juntajoe




Strategy (the planning of the
“what”) must always precede
 the tactics (the “what” and
            “how”)
@juntajoe




Why?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe


Why?
@juntajoe




                    Search Engine
Social Media         Optimization
          YOUR UNIQUE
             STORY
        (authority to publish)
             Lead
           Generation
@juntajoe




Business    Higher
Purpose    Purpose
@juntajoe
@juntajoe




 HIGHER
PURPOSE
@juntajoe




Five Content Types that
 Separate the Good to
     Great Content
      Marketers
@juntajoe




         #1
The Niche, Non-Sales
  Content Platform
@juntajoe




  Higher
Purpose in
  Action
@juntajoe
@juntajoe




Enabling Women to Have
 More Quality Time with
     Their Families
@juntajoe
@juntajoe




Enabling Teen Girls to
Be More Confident with
    Their Sexuality
@juntajoe
@juntajoe




Helping Men Become
     Better Men
@juntajoe




      #2
Story Explosion
@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.
@juntajoe
@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.
@juntajoe




        #3
The Chief Storyteller
@juntajoe

The content marketing team….
Typical roles within your existing team…
@juntajoe




 Social Media
Public Relations
  Marketing
     Email
    Mobile
    Search
@juntajoe




Example….

            Todd Wheatland
            VP of Thought Leadership
            Kelly Services
@juntajoe




Example….
            Rob Yoegel
            Content Marketing Director
            Monetate
@juntajoe




         #4
Leveraging Employees
 in Content Creation
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
     LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
     LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
     LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
     LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
     LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
     LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
     LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe




            #5
   Building the Content
       Community
(a focus on referral traffic)
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe


Google External Tool
@juntajoe
Google Alerts
- Listen to Share Relevant Content
- Listen for Story Ideas
- Listen to Build Your Influencer List
@juntajoe


Give Content Gifts
@juntajoe




Social Media 4-1-1
@juntajoe
@juntajoe
@juntajoe
@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
@juntajoe



          THANK YOU
                 Joe Pulizzi
joe@contentinstitute.com • @juntajoe on Twitter

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

Editor's Notes

  1. 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.
  2. 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.
  3. 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.
  4. – 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
  5. 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.
  6. 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.
  7. 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.