Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Content Marketing 2.0 - Beyond the Basics - Cleveland AMA

8,539 views

Published on

A presentation given by Joe Pulizzi to the Cleveland chapter of the AMA (American Marketing Association). The presentation covered 10 non-basic steps to get your content marketing off the ground and attracting and retaining customers.

Published in: Business
  • Be the first to comment

Content Marketing 2.0 - Beyond the Basics - Cleveland AMA

  1. JOE PULIZZI’S PRESENTATION: Content Marketing 2.0: Beyond the Basics in 10 Steps @JoePulizzi
  2. Content Marketing Institute CMI teaches marketers how to effectively own their media channels to attract and retain customers. @JoePulizzi
  3. @JoePulizzi
  4. There Is One Key to a Successful Presentation @JoePulizzi
  5. @JoePulizzi Image courtesy of Pooky Poetry 5
  6. @JoePulizzi
  7. The Evolution of Content Marketing @JoePulizzi
  8. @JoePulizzi
  9. @JoePulizzi
  10. @JoePulizzi
  11. @JoePulizzi
  12. @JoePulizzi
  13. @JoePulizzi
  14. @JoePulizzi
  15. 91/100 http://bitly.com/cm-research @JoePulizzi
  16. @JoePulizzi sodahead.com
  17. Just 42% believe their content marketing is effective http://bitly.com/cm-research @JoePulizzi
  18. @JoePulizzi
  19. How Many of You Have a Documented Content Marketing Strategy? @JoePulizzi
  20. http://bitly.com/cm-research @JoePulizzi
  21. @JoePulizzi
  22. @JoePulizzi
  23. Fill a Need & Find Your Why @JoePulizzi
  24. @JoePulizzi 24
  25. @JoePulizzi 25
  26. @JoePulizzi 26
  27. @JoePulizzi 27
  28. Social Media Search Engine Optimization INDIUM CONTENT Lead Generation @JoePulizzi 28
  29. Your Sweet Spot What You Know What Your Prospect Cares About @JoePulizzi
  30. Create a Content Marketing Mission @JoePulizzi 30
  31. Why? @JoePulizzi 31
  32. Welcome to Inc.com, the place Why? where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 1. 2. 3. @JoePulizzi Core Target Audience What Will Be Delivered The Outcome for the Audience 32
  33. THE CONTENT BRAND @JoePulizzi
  34. Why? @JoePulizzi 34
  35. Why? OpenView Labs is Dedicated to Helping Entrepreneurs Build Great Companies. 1. 2. 3. @JoePulizzi Who? What’s the Outcome? How? 35
  36. @JoePulizzi
  37. @JoePulizzi
  38. @JoePulizzi
  39. Publicly Answer Your Customers’ Questions @JoePulizzi 39
  40. Marcus Sheridan CEO, River Pools & Spas @JoePulizzi
  41. 2007 • $4.5 million in Sales • $250,000 advertising spend 2011 • Sold more fiberglass swimming pools than any other pool retailer in North America. • $40,000 in advertising spend • Won 15% more bids • Cut sales cycle in half. @JoePulizzi
  42. @JoePulizzi
  43. @JoePulizzi
  44. @JoePulizzi
  45. @JoePulizzi
  46. @JoePulizzi
  47. Focus on Subscribers As a Key Metric @JoePulizzi
  48. @JoePulizzi 48
  49. @JoePulizzi 49
  50. What’s the difference between those who subscribe to my content and those that don’t? @JoePulizzi
  51. BUILDING AUDIENCE @JoePulizzi
  52. Build an Influencer List @JoePulizzi
  53. @JoePulizzi
  54. Use the Social Media 4-1-1 Program @JoePulizzi 54
  55. Influencer Sharing Content Marketing @JoePulizzi Sales
  56. Bake Influencers Into Your Content @JoePulizzi
  57. @JoePulizzi
  58. @JoePulizzi
  59. Create an Engine to Get and Keep Subscribers @JoePulizzi
  60. @JoePulizzi 60
  61. @JoePulizzi
  62. 62 @JoePulizzi
  63. 63 @JoePulizzi
  64. Don’t Overcomplicate @JoePulizzi
  65. 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
  66. Creating Better Customers “wait for it....” Customer Acquisition Spent 2X as much Stayed 5X as long 2X more likely to share @JoePulizzi
  67. Persona #1 Building a Better Business/Thought Leadership Webinar Attended How-To-Webinar Attended eBook/White Paper Version of Webinar (10 Steps) @JoePulizzi CTAs in Report (Landing Page/Phone #)
  68. Get Your Marketing Objectives in Order @JoePulizzi
  69. @JoePulizzi
  70. @JoePulizzi
  71. @JoePulizzi
  72. @JoePulizzi
  73. @JoePulizzi
  74. 1. Find Your Why 2. Create a Content Marketing Mission Statement 3. Publicly Answer Your Customers’ Questions 4. Focus on Subscribers as a Key Metric 5. Build an Influencer List 6. Use Social Media 4-1-1 7. Bake Influencers Into Your Content 8. Create an Engine to Get and Keep Subscribers 9. Leverage SlideShare 10.Create a Why for Each Content Channel @JoePulizzi
  75. @JoePulizzi
  76. Joe Pulizzi joe@contentinstitute.com @JoePulizzi @JoePulizzi

×