@juntajoe GOOD to GREAT Content
Marketing Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and Managing Content Marketing

@juntajoe TODAY’S AGENDA • Move
Fast – 90 Slides in 45 Minutes! • Brief History of Content Marketing • The Latest Research • The Problem with “What?” • Five content activities that Separate the Good from the Great in Content • Q&A

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@juntajoe Barriers to Entry are
Gone • Content Acceptance • Talent • Technology

@juntajoe As Heard Recently… “We
cannot accomplish our goals without compelling and relevant content for our customers. If we don’t, they will not come back.” Pam Didner Intel

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@juntajoe Search Engine Social Media
Optimization STORYTELLING Lead Generation

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POLL What is your biggest
content marketing challenge?

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http://bit.ly/2012cmtrends

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http://bit.ly/2012cmtrends

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http://bit.ly/2012cmtrends

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http://bit.ly/2012cmtrends

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http://bit.ly/2012cmtrends

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Shutterstock

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Shutterstock

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THE PROBLEM WITH
WHAT?

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@juntajoe STRATEGY (the planning of
the “what”) must always precede the tactics (the “what” and “how”)

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WHY?

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Why?

@juntajoe Search Engine Social Media
Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation

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Business Higher
Purpose Purpose

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HIGHER
PURPOSE

@juntajoe Five Content Types that
Separate the Good to Great Content Marketers

@juntajoe The Niche, Non-Sales Content
Platform

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Story Explosion

@juntajoe The Kelly Situation: Product:
Complex workforce solutions Target: Largest 5,000 companies globally Deal Size: $50m - $2bn Key Buyer Titles: HR, Procurement, Operations, C-Suite Ave Time to Close: 12-24 months

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@juntajoe Highly Atomized Within 5
Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.

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The Chief Storyteller

@juntajoe The Content Marketing Team
Typical roles within your existing team… Chief Content Officer Managing Chief Content Editors Listening Producers Officers Content Creators

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Marketing Email Mobile Search

@juntajoe Example…. Todd Wheatland VP
of Thought Leadership Kelly Services

@juntajoe Example… Rob Yoegel Content
Marketing Director Monetate

@juntajoe Leveraging Employees in Content
Creation

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@juntajoe AWARENESS SEO PUBLIC RELATIONS
NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

@juntajoe AWARENESS SEO PUBLIC RELATIONS
NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

@juntajoe AWARENESS SEO PUBLIC RELATIONS
NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

@juntajoe AWARENESS SEO PUBLIC RELATIONS
NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

@juntajoe AWARENESS SEO PUBLIC RELATIONS
NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

@juntajoe AWARENESS SEO PUBLIC RELATIONS
NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

@juntajoe AWARENESS SEO PUBLIC RELATIONS
NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS

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@juntajoe Building the Content Community
(a focus on referral traffic)

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@juntajoe • Higher Purpose Calling
• Understand the “reader” like a publisher does. • The Story Platform • Remove “You” from the Story • Get Your Community Involved

@juntajoe • 4-5-6 March 2013
• Sheraton On the Park, Sydney • http://sydney.contentmarketingworld.com • CODE: GOTOWEBINAR for 100 AUD Discount

@juntajoe Joe Pulizzi joe@contentinstitute.com •
@juntajoe on Twitter