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Presentation from Joe Pulizzi at the Integrated Marketing Forum 2013. Presentation covers finding your content why, content marketing mission statements, return on objectives and case studies/examples from Kelly Services, P&G, Indium and Minecraft.
Founder at Content Marketing Institute, Author of Content Inc., Speaker & Entrepreneur
Presentation from Joe Pulizzi at the Integrated Marketing Forum 2013. Presentation covers finding your content why, content marketing mission statements, return on objectives and case studies/examples from Kelly Services, P&G, Indium and Minecraft.
@JoePulizzi #2013IMF Welcome to Inc.com,
the place Why? business where entrepreneurs and owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 31
@JoePulizzi #2013IMF Welcome to Inc.com,
the place Why? business where entrepreneurs and owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 1. 2. 3. Core Target Audience What Will Be Delivered The Outcome for the Audience 32
@JoePulizzi #2013IMF Jeremy Our Home
Owner Jeremy • Mid 30’s – Coffee lover • Works in an office • Responds to email; phone not so much. • Can’t keep up with outside household maintenance • Help Jeremy feel like he knows what he’s doing with his landscaping and help him save money and look good doing it. 34
@JoePulizzi #2013IMF Return on Objective
• Is the content driving sales? • Is the content saving costs? • Is the content making our customers happier, thus helping with retention? 57
@JoePulizzi #2013IMF 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
@JoePulizzi #2013IMF 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 #)
@JoePulizzi #2013IMF 1. Watch Content
2020 2. Create a Content Marketing Mission Statement 3. Ask “why?” for each channel 4. Find Your Content Ambassadors 5. Find Your 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!
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.
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.