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Content Marketing for B2B - A Proven Strategic Six-Step Approach

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Keynote presentation given by Joe Pulizzi at the B2B Marketing Summit in London (June 2016). The presentation covers the rise of content marketing and a six-step process for how B2B companies can dominate a niche and grow a loyal audience.

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Content Marketing for B2B - A Proven Strategic Six-Step Approach

  1. CONTENT INC. A Proven, Strategic Model for Successful B2B Content Marketing Joe Pulizzi Founder, Content Marketing Institute
  2. Interact with this session go to glsr.it/summit in your browser
  3. THERE IS ONE KEY TO A SUCCESSFUL PRESENTATION
  4. EXPECTATION IS THE ROOT OF ALL HEARTACHE William Shakespeare @JoePulizzi
  5. ONE @JoePulizzi@JoePulizzi
  6. @JoePulizzi
  7. @JoePulizzi
  8. JEFF ROHRS CHANNELS SLIDE EXAMPLE
  9. 60+%
  10. Content Marketing Instead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences. @JoePulizzi
  11. 90% OF B2B BUSINESSES USE CONTENT MARKETING bitly.com/cm-research @JoePulizzi
  12. 30%
  13. 30% CAMPAIGNS BRAND TALK NO CLEAR GOALS NO STRATEGY TREATING CONTENT LIKE ADVERTISING
  14. THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi
  15. FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT
  16. @JoePulizzi
  17. THE CONTENT INC. MODEL @JoePulizzi
  18. THE CONTENT INC. MODEL @JoePulizzi
  19. SWEET SPOT K N OW L E D G E / S K I L L PA S S I O N / C U S TO M E R PA I N P O I N T @JoePulizzi
  20. SWEET SPOT B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
  21. FARMERS A G R I C U LT U R E / T E C H O P E R AT I O N A L C H A L L E N G E S O N A FA R M @JoePulizzi
  22. The Furrow By John Deere CASE STUDY
  23. THE CONTENT INC. MODEL @JoePulizzi
  24. 100 YouTube Subscribers January, 2012 ANN REARDON 2.5 Million Subscribers April, 2016 @JoePulizzi
  25. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
  26. AUDIENCE F O O D S C I E N T I S T E D U C AT I O N @JoePulizzi I M P O S S I B L E F O O D C R E AT I O N S CONTENT TILT
  27. @JoePulizzi WHAT DO ALL MEDIA COMPANIES DO THAT YOU DO NOT WITH YOUR CONTENT?
  28. CREATE A CONTENT MARKETING MISSION STATEMENT
  29. Indium Corp. Blogs CASE STUDY @JoePulizzi
  30. Indium Corporation CASE STUDY @JoePulizzi
  31. CASE STUDY @JoePulizzi
  32. 1. CORE TARGET AUDIENCE 2. WHAT WILL BE DELIVERED 3. THE OUTCOME FOR THE AUDIENCE @JoePulizzi “Welcome to Digital Photography School – a website with simple tips to help digital camera owners get the most out of their cameras.”
  33. @JoePulizzi CREATE YOUR MISSION STATEMENT • Defined audience • Deliver • Outcome YOUR TURN
  34. THE CONTENT INC. MODEL @JoePulizzi
  35. WAIT FOR IT… LOADING
  36. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
  37. CASE STUDY @JoePulizzi Copyblogger
  38. CASE STUDY @JoePulizzi CMO.com
  39. @JoePulizzi • iTunes Subscribers to Email Subscribers • Millions of Downloads • ZERO to Multi- Millionaire in 2 Years
  40. @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)
  41. THE CONTENT INC. MODEL @JoePulizzi
  42. Facebook CASE STUDY @JoePulizzi
  43. Google+ CASE STUDY @JoePulizzi
  44. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC
  45. CASE STUDY @JoePulizzi Copyblogger
  46. CASE STUDY @JoePulizzi thinkMoney
  47. @JoePulizzi YAY! BOO!
  48. @JoePulizzi
  49. @JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.)
  50. THE CONTENT INC. MODEL @JoePulizzi
  51. @JoePulizzi RULE OF THREE • Magic Number is Over THREE • BE the OCTOPUS
  52. @JoePulizzi
  53. @JoePulizzi DIVERSIFICATION
  54. THE CONTENT INC. MODEL @JoePulizzi
  55. @JoePulizzi WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY CONTENT AND THOSE WHO DON’T?
  56. @JoePulizzi MONETIZATION Advertising / Sponsorship Increased Product Sales More Loyal Customers Data Events Cost Savings Paid Subscriptions Revenue Ripples
  57. The Furrow By John Deere @JoePulizzi
  58. @JoePulizzi
  59. @JoePulizzi
  60. @JoePulizzi
  61. @JoePulizzi
  62. @JoePulizzi YOU MUST CREATE VALUE FOR YOUR AUDIENCE BEFORE YOU EXTRACT VALUE
  63. @JoePulizzi BE THE LEADING EXPERT IN YOUR NICHE. A LOYAL AUDIENCE LEADS TO REVENUE!
  64. @JoePulizzi TAKEAWAYS • Find a niche where you can be the leading expert in the world • Develop your content mission • Focus on content type, platform and deliver consistently • Why do use your channels? • Don’t build your house on rented land • Build an audience of opt-in subscribers • Need an amazing E-Newsletter and remarkable download • Diversify into the “rule of three” • What do your subscribers do differently? • BE PATIENT!!!
  65. ONE @JoePulizzi@JoePulizzi
  66. @JoePulizzi TAKEAWAYS • Set Your Goals for Sales, Savings or Sunshine • Why Are You Using Each Channel? • Focus On the Reader’s Outcome • Create the Content Mission Statement • One Content Type, One Main Channel Per Audience • Need an amazing E-Newsletter and remarkable download • Don’t Build Your House on Rented Land • What do your subscribers do differently? • Think About Buying vs. Building • BE PATIENT!!! TheStoryofContent.com
  67. THANK YOU! @JoePulizzi@JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com Designed by

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