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

333 views

Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Good to-great

  1. 1. Good to Great Content Marketing Creating Powerful Content that Grows Your Business @JoePulizzi
  2. 2. Hi, I’m Joe Pulizzi @JoePulizzi
  3. 3. 3
  4. 4. 4
  5. 5. $39,400 5
  6. 6. @JoePulizzi 6
  7. 7. @JoePulizzi 8
  8. 8. @JoePulizzi Search Engine Optimization Lead Generation Social Media STORYTELLING 9
  9. 9. @JoePulizzi Example of trying… 10
  10. 10. @JoePulizzi
  11. 11. @JoePulizzi 12
  12. 12. @JoePulizzi 13
  13. 13. @JoePulizzi
  14. 14. @JoePulizzi You Don’t Need to be Coca-Cola or Red Bull… 15
  15. 15. @JoePulizzi Marcus Sheridan CEO, River Pools & Spas
  16. 16. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend
  17. 17. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend 2009 • Within Days of Bankruptcy
  18. 18. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend • 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. 2011
  19. 19. @JoePulizzi
  20. 20. @JoePulizzi 75,000 visits per month
  21. 21. @JoePulizzi Yep, David vs. Goliath is Real
  22. 22. @JoePulizzi Show Me the Research! 23
  23. 23. @JoePulizzi 24 http://bitly.com/cm-research
  24. 24. @JoePulizzi Source: sodahead.com
  25. 25. @JoePulizzi 26
  26. 26. @JoePulizzi 27 31%Budget
  27. 27. @JoePulizzi 28 57%Increasing
  28. 28. @JoePulizzi Just 34% believe their content marketing is effective 29
  29. 29. @JoePulizzi Our Biggest Content Marketing Challenge • Producing Enough Content • Producing the Kind of Content that Engages 30
  30. 30. @JoePulizzi THE PROBLEM WITH WHAT? 31
  31. 31. @JoePulizzi 32
  32. 32. @JoePulizzi 33
  33. 33. @JoePulizzi 34
  34. 34. @JoePulizzi 35
  35. 35. @JoePulizzi WHY?
  36. 36. @JoePulizzi Find Your Why There Are Two
  37. 37. @JoePulizzi A year from now, what’s different?
  38. 38. @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?
  39. 39. @JoePulizzi Managing Content Marketing My Goal: Impact on Sales, Costs or Retention • Primary indicators for my CXO and my board. • Secondary indicators for influencers and for managers. • User indicators – for my “on the ground team”.
  40. 40. @JoePulizzi
  41. 41. @JoePulizzi
  42. 42. @JoePulizzi
  43. 43. @JoePulizzi
  44. 44. @JoePulizzi
  45. 45. @JoePulizzi
  46. 46. @JoePulizzi
  47. 47. @JoePulizzi
  48. 48. @JoePulizzi Create a Content Marketing Mission
  49. 49. @JoePulizzi Why?
  50. 50. @JoePulizzi Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
  51. 51. @JoePulizzi Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 1. Core Target Audience 2. What Will Be Delivered 3. The Outcome for the Audience
  52. 52. @JoePulizzi Assignment: Your Content Marketing Mission Statement
  53. 53. @JoePulizzi Activity • Define the who? • What are their pain points? • What can you deliver that is truly remarkable to that person? • What do you want them to accomplish? • What do you need to accomplish?
  54. 54. @JoePulizzi Don’t Start with Channel First (but be great at one channel)
  55. 55. @JoePulizzi
  56. 56. @JoePulizzi 1. Situational Analysis – Be THE educational resource for marketers. TO DO: Recruit influencers, editorial team, SEO specialist. 2. Channel Objectives – Subscriber growth, Sharing that leads to search traction, Event signups. 3. Content Plan – Answering content marketing questions that aren’t being answered anywhere else. Challenging the community. Advancing the practice. 4. Metrics – Subscribers, Sharing metrics, Search indicators, referrals to event site. 5. Personas – “Doing” marketers at enterprise-level companies. 6. Editorial Calendar – Morning post, one per day. Instructional tone. Varied influencers.
  57. 57. @JoePulizzi Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.
  58. 58. @JoePulizzi Focus on Subscription
  59. 59. @JoePulizzi
  60. 60. @JoePulizzi Tool: Pippity
  61. 61. @JoePulizzi 62
  62. 62. @JoePulizzi What is the difference between those who engage in your content and those that don’t?
  63. 63. @JoePulizzi 90%
  64. 64. @JoePulizzi Building Audiences: Use Social Media 4-1-1
  65. 65. @JoePulizzi 66
  66. 66. @JoePulizzi Sales Content Marketing Influencer Sharing
  67. 67. @JoePulizzi
  68. 68. @JoePulizzi Leverage SlideShare
  69. 69. @JoePulizzi 70 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  70. 70. @JoePulizzi 71 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  71. 71. @JoePulizzi 1. Watch Content 2020 2. Create a Content Marketing Mission Statement 3. Be the Leading Information Expert in Your Industry 4. Focus on Useful Content 5. Answer Customer Questions 6. Multiple Outputs Per Story Idea 7. Focus on Subscription 8. Leverage SlideShare 9. Start Partnering with Influencers 10. Use Social Media 4-1-1
  72. 72. @JoePulizzi Get Uncomfortable: If you don’t feel like you are going to run off the road, you are not driving fast enough. - Mario Andretti http://taylordowns.com 73
  73. 73. @JoePulizzi Joe Pulizzi joe@contentinstitute.com • @JoePulizzi on Twitter Sept. 9-12, 2013 CLEVELAND CONVENTION CENTER Available Now on Pre-Order 74

×