10 Steps to Content Marketing Success - AAF Madison Wisconsin

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Presentation from Joe Pulizzi of Content Marketing Institute covering the history of content marketing, some content marketing research, and 10 steps to get started to successful content marketing.

Business Technology

@juntajoe
Good to Great
Content Marketing:
10 Steps
Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute and
Content Marketing World
Co-Author, Get Content Get Customers
and Managing Content Marketing

@juntajoe
Search Engine
Optimization
Lead
Generation
Social Media
STORYTELLINGSTORYTELLINGSTORYTELLINGSTORYTELLING

@juntajoe
I see the future
and it is
____________

@juntajoe
54%Increasing
http://bitly.com/cm-research

@juntajoe
Why Are We Here?
Just 36% believe their
content marketing is effective

@juntajoe
Our Biggest Content
Marketing Challenge
•Producing Enough Content
•Producing the Kind of Content
that Engages

@juntajoe
Create a Content
Marketing Mission

@juntajoe
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.
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.

@juntajoe
Develop Your
Audience/Buyer Personas

@juntajoe
One Buyer Persona For Every Group
• Job title,Vertical, Power in organization
• Different products or services?
• It’s the WHO you are marketing to
Developing Buyer Personas

@juntajoe
Jeremy
• 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
• Sales USP: Enable Jeremy to be 25% more effective!
• Personal UVP: Give me more time to be me!!
Jeremy Our IT Buyer

@juntajoe
Get Your Content on the
Same Page in the
Company

@juntajoe
Social Media
Public Relations
Marketing
Email
Mobile
Search

@juntajoe
Plan to Repurpose Up
Front, Not After

@juntajoe
60
Design ©2012 Social Media Examiner, Content Copyright
Presenter • Do not distribute

@juntajoe
65
Design ©2012 Social Media Examiner, Content Copyright
Presenter • Do not distribute

@juntajoe
66
Design ©2012 Social Media Examiner, Content Copyright
Presenter • Do not distribute

@juntajoe
67
Design ©2012 Social Media Examiner, Content Copyright
Presenter • Do not distribute

@juntajoe
Get Uncomfortable:
If you don’t feel like
you are going to run off
the road, you are not
driving fast enough.
http://taylordowns.com

@juntajoe
Joe Pulizzi
joe@contentinstitute.com • @juntajoe on Twitter
Week of Sept. 9, 2013
CLEVELAND, OH

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10 Steps to Content Marketing Success - AAF Madison Wisconsin

1. @juntajoe Good to Great Content Marketing: 10 Steps Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and Managing Content Marketing

3. @juntajoe

4. @juntajoe

5. @juntajoe Search Engine Optimization Lead Generation Social Media STORYTELLINGSTORYTELLINGSTORYTELLINGSTORYTELLING

6. @juntajoe Example of trying…

7. @juntajoe

8. @juntajoe

9. @juntajoe

10. @juntajoe I see the future and it is ____________

11. @juntajoe

12. @juntajoe

13. @juntajoe

14. @juntajoe

15. @juntajoe Red Bull – The Media Co.

16. @juntajoe Show Me the Research!

17. @juntajoe http://bitly.com/cm-research

18. @juntajoe http://bitly.com/cm-research

19. @juntajoe

20. @juntajoe

21. @juntajoe 54%Increasing http://bitly.com/cm-research

22. @juntajoe Why Are We Here? Just 36% believe their content marketing is effective

23. @juntajoe Our Biggest Content Marketing Challenge •Producing Enough Content •Producing the Kind of Content that Engages

24. @juntajoe THE PROBLEM WITH WHAT?

25. @juntajoe

26. @juntajoe

27. @juntajoe

28. @juntajoe

29. @juntajoe WHY?

30. @juntajoe Find Your Why

31. @juntajoe

32. @juntajoe

33. @juntajoe

34. @juntajoe

35. @juntajoe

36. @juntajoe

37. @juntajoe

38. @juntajoe

39. @juntajoe

40. @juntajoe Create a Content Marketing Mission

41. @juntajoe Why?

42. @juntajoe 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. 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.

43. @juntajoe 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. 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 1. Core Target Audience 2. What Will Be Delivered 3. The Outcome for the Audience

44. @juntajoe Develop Your Audience/Buyer Personas

45. @juntajoe One Buyer Persona For Every Group • Job title,Vertical, Power in organization • Different products or services? • It’s the WHO you are marketing to Developing Buyer Personas

46. @juntajoe Jeremy • 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 • Sales USP: Enable Jeremy to be 25% more effective! • Personal UVP: Give me more time to be me!! Jeremy Our IT Buyer

47. @juntajoe Buyer Persona Profiles

48. @juntajoe Get Your Content on the Same Page in the Company

49. @juntajoe Social Media Public Relations Marketing Email Mobile Search

50. @juntajoe Plan to Repurpose Up Front, Not After

51. @juntajoe

52. @juntajoe Bring In the Influencers

53. @juntajoe

54. @juntajoe

55. @juntajoe

56. @juntajoe Focus on Subscription

57. @juntajoe

58. @juntajoe

59. @juntajoe Use Social Media 4-1-1

61. @juntajoe

62. @juntajoe Give Content Gifts

63. @juntajoe

64. @juntajoe Leverage SlideShare

68. @juntajoe Get Uncomfortable: If you don’t feel like you are going to run off the road, you are not driving fast enough. http://taylordowns.com

69. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter Week of Sept. 9, 2013 CLEVELAND, OH

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.
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.
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.
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.

10 Steps to Content Marketing Success - AAF Madison Wisconsin

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Editor's Notes