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Go Epic with Content! Six Insights from Joe Pulizzi

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View the full replay of the webinar for free, here: http://bit.ly/1c6Kbhh

Content marketing isn’t new any more. With 90 percent of brands now in the content game, how can you keep customers’ attention and earn their business?

Go epic, says Joe Pulizzi. This means creating content so valuable, compelling and different that customers can’t ignore you.

These slides are from Joe Pulizzi's Vocus Webinar, which teaches you to discover 10 techniques to create epic content, including how to:

-Produce hyper-targeted content by answering your top customers’ questions
-Build an epic content team using expertise from every department
-Use an easy-to-implement subscription strategy to keep audiences returning

View the full replay of the webinar for free, here: http://bit.ly/1c6Kbhh

About the Speaker:

Joe Pulizzi is the founder of the Content Marketing Institute, which offers consulting to LinkedIn, AT&T and PetCo among others. Joe recently authored “Epic Content Marketing” and has co-authored two other books. Joe has spoken about content marketing at more than 200 locations in 10 countries.

Published in: Business, Technology
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Go Epic with Content! Six Insights from Joe Pulizzi

  1. 1. Go Epic with Content! with Joe Pulizzi
  2. 2. Go EPIC with Content Six Insights @JoePulizzi
  3. 3. Content Marketing Institute CMI teaches marketers how to effectively own their media channels to attract and retain customers.
  4. 4. @JoePulizzi Today • A bit of history… • A bit of research… • Six content insights… (Large/Small/B2B/B2C) 4
  5. 5. @JoePulizzi The Original Content Marketing Program? 5
  6. 6. @JoePulizzi
  7. 7. @JoePulizzi Content Marketing is… • • • • • Editorially-based Marketing-backed Behavior-driven Targeted Multi-platform (media agnostic) 8
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  13. 13. @JoePulizzi Just 42% believe their content marketing is effective
  14. 14. @JoePulizzi http://bitly.com/cm-research
  15. 15. @JoePulizzi Biggest Challenge: Producing Enough Content 16
  16. 16. @JoePulizzi WHY? 17
  17. 17. @JoePulizzi Find Your Why 18
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  26. 26. @JoePulizzi Social Media Search Engine Optimization INDIUM CONTENT Lead Generation 27
  27. 27. @JoePulizzi Create a Content Marketing Mission 28
  28. 28. @JoePulizzi Why? 29
  29. 29. Welcome to Inc.com, the place Why? where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. @JoePulizzi 30
  30. 30. Welcome to Inc.com, the place Why? where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 1. 2. 3. @JoePulizzi Core Target Audience What Will Be Delivered The Outcome for the Audience 31
  31. 31. @JoePulizzi Answering Customer Questions 32
  32. 32. @JoePulizzi Marcus Sheridan CEO, River Pools & Spas
  33. 33. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend
  34. 34. 2007 @JoePulizzi • $4.5 million in Sales • $250,000 advertising spend 2011 • Sold more fiberglass swimming pools than any other pool retailer in North America. • $40,000 in advertising spend • Won 15% more bids • Cut sales cycle in half.
  35. 35. @JoePulizzi
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  37. 37. @JoePulizzi Yep, David vs. Goliath is Real
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  40. 40. @JoePulizzi Get Your Content on the Same Page in the Company 41
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  42. 42. @JoePulizzi Social Media Public Relations Marketing Email Mobile Search 43
  43. 43. @JoePulizzi Create a “why?” for each channel 44
  44. 44. @JoePulizzi Plan to Repurpose Up Front, Not After 45
  45. 45. @JoePulizzi Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.
  46. 46. @JoePulizzi Building Audience with Influencers 47
  47. 47. @JoePulizzi The Social Media 4-1-1 Plan 48
  48. 48. @JoePulizzi Influencer Sharing Sales Content Marketing
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  57. 57. @JoePulizzi A year from now, what’s different? 58
  58. 58. @JoePulizzi Return on Objective • Is the content driving sales? • Is the content saving costs? • Is the content making our customers happier, thus helping with retention? 59
  59. 59. @JoePulizzi How can you create better customers with content? 60
  60. 60. @JoePulizzi Mid-sized CMS company – large considered purchase ($100k to $200k) “okay, we’ll try this content marketing thing” BUT, customer acquisition was 1.2x the cost 1.5x as long
  61. 61. @JoePulizzi Persona #1 Building a Better Business/Thought Leadership Webinar Attended How-To-Webinar Attended eBook/White Paper Version of Webinar (10 Steps) CTAs in Report (Landing Page/Phone #)
  62. 62. @JoePulizzi Creating Better Customers “wait for it....” Customer Acquisition Spent 2X as much Stayed 5X as long 2X more likely to share
  63. 63. @JoePulizzi
  64. 64. @JoePulizzi 1. Watch Content 2020 2. Create a Content Marketing Mission Statement 3. Ask “why?” for each channel 4. Find Your Content Ambassadors 5. Consider a Subscription Strategy 6. Leverage SlideShare 7. Start Partnering with Influencers 8. Use Social Media 4-1-1 9. Know the Business Objective 10. Tell a Different Story!
  65. 65. @JoePulizzi Joe Pulizzi joe@contentinstitute.com • @JoePulizzi on Twitter
  66. 66. Thanks for attending! #VocusWebinar @vocus
  67. 67. The Vocus Family About Vocus Vocus is a leading provider of cloud marketing software that helps businesses reach and influence buyers across social networks, online and through media. Vocus provides an integrated suite that combines social marketing, search marketing, email marketing and publicity into a comprehensive solution to help businesses attract, engage and retain customers. Vocus software is used by more than 120,000 organizations worldwide and is available in seven languages. Vocus is based in Beltsville, MD with offices in North America, Europe and Asia. For further information, please visit http://www.vocus.com or call (800) 345-5572 PR Suite | Marketing Suite @Vocus Online News Releases @PRWeb Publicity @Helpareporter Facebook Apps @NorthSocial Email Marketing @iContact

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