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@juntajoe




   Good to Great
 Content Marketing:
     10 Steps
Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute and
Content Marketing World

Co-Author, Get Content Get Customers
and Managing Content Marketing
                                           September 9-12, 2013
                                             CLEVELAND, OH
Content Marketing Good to Great: 10 Keys to Success
@juntajoe
@juntajoe
@juntajoe




                        Search Engine
Social Media             Optimization
          STORYTELLING
          STORYTELLING


             Lead
           Generation
@juntajoe




Example of
 trying…
@juntajoe
@juntajoe
@juntajoe
@juntajoe




I see the future
    and it is
 ____________
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe


Red Bull – The Media Co.
@juntajoe




Show Me the
 Research!
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




54%
Increasing
@juntajoe



Why Are We Here?
   Just 36% believe their
content marketing is effective
@juntajoe




Our Biggest Content
Marketing Challenge
•Producing Enough Content
•Producing the Kind of Content
that Engages
@juntajoe




THE PROBLEM WITH


WHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




WHY?
@juntajoe




Find Your Why
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




Create a Content
Marketing Mission
@juntajoe


Why?
@juntajoe
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.
@juntajoe
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.
1.   Core Target Audience
     Core Target Audience
2.
2.   What Will Be Delivered
     What Will Be Delivered
3.
3.   The Outcome for the
     The Outcome for the
     Audience
     Audience
@juntajoe




     Develop Your
Audience/Buyer Personas
@juntajoe



Developing Buyer Personas

One Buyer Persona For Every Group

• Job title,Vertical, Power in organization
• Different products or services?
• It’s the WHO you are marketing to
@juntajoe


Jeremy Our IT Buyer
Jeremy

• Mid 30’s – Coffee lover
• Works at a bank
• Responds to email; phone
  not so much.
• Frustrated because his
  company is growing too
  fast to keep up with support
• Sales USP: Enable Jeremy to be 25% more effective!
• Personal UVP: Give me more time to be me!!
@juntajoe


Buyer Persona Profiles
@juntajoe




Get Your Content on the
  Same Page in the
      Company
@juntajoe




 Social Media
Public Relations
  Marketing
     Email
     Mobile
    Search
@juntajoe




Plan to Repurpose Up
   Front, Not After
@juntajoe
@juntajoe




Bring In the Influencers
@juntajoe
@juntajoe
@juntajoe
@juntajoe




Focus on Subscription
@juntajoe
@juntajoe
@juntajoe




Use Social Media 4-1-1
@juntajoe




     Design ©2012 Social Media Examiner, Content Copyright
60
     Presenter • Do not distribute
@juntajoe
@juntajoe




Give Content Gifts
@juntajoe
@juntajoe




Leverage SlideShare
@juntajoe




     Design ©2012 Social Media Examiner, Content Copyright
65
     Presenter • Do not distribute
@juntajoe




     Design ©2012 Social Media Examiner, Content Copyright
66
     Presenter • Do not distribute
@juntajoe




     Design ©2012 Social Media Examiner, Content Copyright
67
     Presenter • Do not distribute
@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
@juntajoe




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




Week of Sept. 9, 2013
 CLEVELAND, OH

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Content Marketing Good to Great: 10 Keys to Success

Editor's Notes

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. 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.
  7. 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.
  8. 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.
  9. 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.
  10. 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.