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Pulizzi content marketing now conf 2012-content strategy_day1

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Joe Pulizzi, founder Junta42 the Content Marketing Institute, will explore why and how a web content strategy will help you attract and retain customers, and help you ultimately choose the right online marketing tactics.

Content Marketing Strategies Conference - May 2012. http://ContentMarketingNow.com #contentnow

Published in: Business, Technology
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Pulizzi content marketing now conf 2012-content strategy_day1

  1. 1. @juntajoe Web Content Strategy (in 45 minutes)Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
  2. 2. @juntajoe Agenda• Setting the Stage• Lots of Time on “Why?”• Over 80 Slides – Are you kidding me?• End with a Case Study
  3. 3. @juntajoehttp://bit.ly/2012cmtrends
  4. 4. @juntajoeWhat?
  5. 5. @juntajoe
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  8. 8. @juntajoeWrong Question
  9. 9. @juntajoeStrategy (the planning of the“what”) must always precede the tactics (the “what” and “how”)
  10. 10. @juntajoeWhy?
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  17. 17. @juntajoeWhy?
  18. 18. @juntajoe Search EngineSocial Media Optimization YOUR UNIQUE STORY Lead Generation
  19. 19. @juntajoe“Where your talents meet theneeds of the world, therein lies your calling.” Aristotle
  20. 20. @juntajoeBusiness HigherPurpose Purpose
  21. 21. @juntajoe
  22. 22. @juntajoe HIGHERPURPOSE
  23. 23. @juntajoeHigher Purpose in Action
  24. 24. @juntajoe
  25. 25. @juntajoeEnabling Women to Have More Quality Time with Their Families
  26. 26. @juntajoe
  27. 27. @juntajoeEnabling Teen Girls toBe More Confident with Their Sexuality
  28. 28. @juntajoe
  29. 29. @juntajoeHelping Men Become Better Men
  30. 30. @juntajoeWho?
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  32. 32. @juntajoeSet up Listening Posts(Identify Pain Points) KEYWORD ANALYSIS GOOGLE INSIGHTS
  33. 33. @juntajoePut your Journalist hat on:• WHO is the persona?• WHAT does she do? What does her day look like?• WHERE is the gap in his needs/wants?• WHEN does he need to close this gap?• WHY does he care about us
  34. 34. @juntajoeJeremy The IT BuyerJeremy• Mid 30’s – Coffee lover• Works at a bank• Responds to email, phone not so much.• Frustrated because his company is growing too fast to keep up with support• USP: Enable Jeremy to be 25% more effective!
  35. 35. @juntajoeSmall or Big
  36. 36. @juntajoeThe Sales Funnel Contacts Leads Qualified Opportunities Finalist Verbal
  37. 37. @juntajoeThe Buying Process
  38. 38. @juntajoeThe Engagement Cycle
  39. 39. @juntajoeHow?
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  46. 46. @juntajoeA Publishing Model
  47. 47. @juntajoeA Publishing Model
  48. 48. @juntajoeA Publishing Model
  49. 49. @juntajoeTime to get the content…
  50. 50. @juntajoeBasic Content AuditTaking stock of your content can be complex….• Goal is to identify the content• Good enough is in many cases… Good Enough• Identify ALL the different types of marketing content• Is it supporting the Engagement Cycle?
  51. 51. @juntajoe Filling the gaps…1. Raw content that is POSSIBLE2. Employee AWARENESS3. OUTSIDE Sources5. Organizing the TEAM
  52. 52. @juntajoeThe content marketing team…. Typical roles within your existing team…
  53. 53. @juntajoeWhat?/When?
  54. 54. @juntajoeTaking the Stories… TITLE AUTHOR META DATA.
  55. 55. @juntajoeA Segmentation Grid
  56. 56. @juntajoeMap Our Content
  57. 57. @juntajoeFill The HolesNot All Content Is Equal• Repurpose content• Re-Title and Repackage• Sometimes better targeted to another persona or elsewhere in funnel.
  58. 58. @juntajoeRepackaging The Content BECOMESCFO – TOP OF THE FUNNEL DIR. IT – MID-FUNNEL
  59. 59. @juntajoeWhere?
  60. 60. @juntajoe
  61. 61. @juntajoeCreating Our Channel Plan1. Channel Objectives The objectives of the channel.. its purpose, personality, velocity, other initiatives2. Metrics Expectations for the channel – not measurement goals.4. Personas Addressed Which personas are addressed by this channel?• Editorial Calendar It’s fed by multiple initiatives – it should be balanced Velocity, Tone, Desired Action, Structure
  62. 62. @juntajoe
  63. 63. @juntajoehttp://bit.ly/cmplaybook
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  65. 65. @juntajoeThere is More Than 1 Content Metric
  66. 66. @juntajoeBuilding the Analytics Pyramid3.Measure everything – Report only what’s important4.Use analytics to drive changes to process, not prove a point.5.Always ask – “what is the action we can take on this metric” (positive and negative)7.Budget for success and failure
  67. 67. @juntajoeBuilding the Analytics Pyramid My Goal: Increase leads by 10% with no extra investment. 5.Primary indicators for my c- suite and my board. 6.Secondary indicators for influencers and for managers. 8.User indicators – for my “on the ground team”.
  68. 68. @juntajoeStrategy in ACTION
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  72. 72. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  73. 73. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  74. 74. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  75. 75. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  76. 76. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  77. 77. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  78. 78. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  79. 79. @juntajoeAverage 24 original posts per week plus dozens more curated/90% participation.850% increase in site visitors in last 18 months.10,000+ enewsletter subscribers with 25% open rate.Over 1,000 published blogs, articles, videos and podcasts – Continually repurpose.More Closed Business, Shorter Sales Cycles
  80. 80. @juntajoe THE LAST SLIDE• Higher Purpose Calling• Understand the “reader”• Create Your Engagement Cycle• The Story Platform• The Channel Plan• Define Your Metrics/Set Expectations
  81. 81. @juntajoe THANK YOU Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter

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