Presentation from Joe Pulizzi (Content Marketing Institute) from the MarketingProfs B2B conference. Presentation covers the latest content marketing research, and the biggest questions from content marketers. Includes multiple case studies and calls to action.
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8 Essential Content Marketing Initiatives You Shouldn't Be Without
1. @juntajoe
8 Essential
Content Marketing
Initiatives You Shouldn’t
Be Without
Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute and
Content Marketing World
Co-Author, Get Content Get Customers
and Managing Content Marketing
2. @juntajoe
TODAY’S AGENDA
• Move Fast – 100+ Slides!
• Brief History of Content Marketing
• The Latest Research
• The Biggest Content Marketing Questions
with Answers and Cases for Each
• Q&A
62. @jaybaer
@juntajoe
4 Categories of Content
Metrics
Courtesy Jay Baer
63. @jaybaer
@juntajoe
Consumption Metrics
Question answered:
“How many people viewed,
downloaded, listened to this
piece of content”
64. @jaybaer
@juntajoe
Key Questions
• Do people consuming that content engage
in other, more desirable behaviors on the
site?
• Do they do so at a ratio different from site
visitors overall?
• Do people consuming that content return
to the site?
• Do they do so at a ratio different from site
visitors overall?
96. @juntajoe
Deliver content at all the right stages of the buying process
to attract and retain customers.
Subscribers continually show positive behaviors
throughout the year - purchase, sharing, attending
web events, subscribing, etc.
131. @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
132. @juntajoe
November 7-8, 2012 Cleveland, OH
November 15, 2012 4-5-6 March, 2013
New York, NY Sydney, Australia
133. @juntajoe
Joe Pulizzi
joe@contentinstitute.com • @juntajoe on Twitter
Week of Sept. 9, 2013
CLEVELAND, OH
Editor's Notes
– sure, everyone wants to make revenue. But how that revenue is to be earned has an enormous impact on what metrics are important. If you take a company like Hubspot – they ’re an incredible content marketing organization. Their focus is not on building lasting customer relationships through a great product. It’s through driving enormous front-end sales growth because they’re heading for an IPO. They have a much lower price- point, commitment level etc than us – culturally, etc