Content Marketing: The Approach and Opportunity
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A full #contentmarketing presentation on what content marketing is, why organizations decide to take a content marketing approach, some research behind content marketing success rates, and six steps on how to build a content marketing platform.
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Content Marketing: The Approach and Opportunity
- 1. CONTENT MARKETING The Approach and Opportunity Joe Pulizzi Founder, Content Marketing Institute
- 2. THERE IS ONE KEY TO A SUCCESSFUL PRESENTATION
- 3. EXPECTATION IS THE ROOT OF ALL HEARTACHE William Shakespeare @JoePulizzi
- 5. CMI teaches marketers how to effectively own their media channels to attract and retain customers CONTENT MARKETING INSTITUTE EVENTS MAGAZINE CONSULTATION Content Marketing World September 6-9, 2016 Chief Content Officer Education, Training, Advisory @JoePulizzi
- 6. @JoePulizzi
- 7. @JoePulizzi
- 9. JEFF ROHRS CHANNELS SLIDE EXAMPLE
- 11. @JoePulizzi | Content Marketing Instead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences.
- 12. @JoePulizzi | Content Marketing The content is closely related to what you sell – you are educating people so that they know, like and trust you enough to buy from you. BUILDING ASSETS
- 13. 90% OF BUSINESSES USE CONTENT MARKETING bitly.com/cm-research @JoePulizzi
- 14. @JoePulizzi |
- 15. @JoePulizzi |
- 17. @JoePulizzi |
- 19. @JoePulizzi |
- 20. @JoePulizzi |
- 21. CONTENT MARKETING AS PROFIT CENTER @JoePulizzi
- 22. CONTENT MARKETING AS PROFIT CENTER @JoePulizzi
- 23. @JoePulizzi
- 24. 30%
- 25. 30% CAMPAIGNS BRAND TALK NO CLEAR GOALS NO STRATEGY TREATING CONTENT LIKE ADVERTISING
- 26. @JoePulizzi |
- 29. CRITICAL: → Documented Content Marketing Strategy → Follow It Consistently
- 30. BUDGET → Effective = 37% → Ineffective = 16%
- 31. BUDGET → Effective = 37% → Ineffective = 16% All Content Marketers Plan on Spending More Next Year
- 32. THERE IS ALWAYS A BETTER WAY Thomas Edison @JoePulizzi
- 33. FIRST, BUILD AN AUDIENCE THEN, MONETIZE IT THE CONTENT BRAND
- 34. @JoePulizzi
- 37. 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
- 41. SWEET SPOT B A C K YA R D P O U LT RY T E A C H I N G @JoePulizzi
- 42. 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
- 43. The Furrow By John Deere CASE STUDY
- 45. 100 YouTube Subscribers January, 2012 ANN REARDON 2.5 Million Subscribers April, 2016 @JoePulizzi
- 47. EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
- 50. 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
- 51. @JoePulizzi WHAT DO ALL MEDIA COMPANIES DO THAT YOU DO NOT WITH YOUR CONTENT?
- 52. CREATE A CONTENT MARKETING MISSION STATEMENT
- 56. 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.”
- 57. @JoePulizzi CREATE YOUR MISSION STATEMENT • Defined audience • Deliver • Outcome YOUR TURN
- 60. (1) Content Type (1) Main Platform Long Period of Time Consistent Delivery THE BASE
- 66. @JoePulizzi • iTunes Subscribers to Email Subscribers • Millions of Downloads • ZERO to Multi- Millionaire in 2 Years
- 67. @JoePulizzi ONE CONTENT TYPE One Platform Consistent Delivery OVER TIME (12+ MONTHS)
- 71. @JoePulizzi FOCUS ON SUBSCRIBERS AS A KEY METRIC
- 75. @JoePulizzi
- 78. @JoePulizzi MUST HAVES Amazing E-Newsletter Exchange of Value (Ebook, Research Report, Etc.)
- 80. @JoePulizzi RULE OF THREE • Magic Number is Over THREE • BE the OCTOPUS
- 83. @JoePulizzi
- 90. @JoePulizzi WHAT’S THE DIFFERENCE BETWEEN THOSE WHO SUBSCRIBE TO MY CONTENT AND THOSE WHO DON’T?
- 91. @JoePulizzi MONETIZATION Advertising / Sponsorship Increased Product Sales More Loyal Customers Data Events Cost Savings Paid Subscriptions Revenue Ripples
- 92. The Furrow By John Deere @JoePulizzi
- 93. @JoePulizzi
- 94. @JoePulizzi
- 95. @JoePulizzi
- 96. @JoePulizzi
- 100. @JoePulizzi YOU MUST CREATE VALUE FOR YOUR AUDIENCE BEFORE YOU EXTRACT VALUE
- 101. @JoePulizzi BE THE LEADING EXPERT IN A NUMBER OF NICHES. A LOYAL AUDIENCE LEADS TO REVENUE!
- 102. @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!!!
- 104. @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
- 105. THANK YOU! @JoePulizzi@JoePulizzi For Book & Podcast visit Content-Inc.com Joe Pulizzi joe@contentinstitute.com Designed by
Editor's Notes
- Again, fast forward to 2015 and we’ve come a long way baby. Content marketing has become to defacto term for attracting and retaining customers with quality, consistent content…and building audiences that know, like and trust us.
- Chart of how many this is X%
- Now, we’ll be releasing the global findings Over the next few months, but I took a deep dive Into the NA research and wanted to share This with you. - ”This year, we looked at some new things (how effective are you at measuring ROI, how frequently do you publish content... if you have a content marketing strategy is it DOCUMENTED? How closely does it guide your efforts?”
- Now, we’ll be releasing the global findings Over the next few months, but I took a deep dive Into the NA research and wanted to share This with you. - ”This year, we looked at some new things (how effective are you at measuring ROI, how frequently do you publish content... if you have a content marketing strategy is it DOCUMENTED? How closely does it guide your efforts?”
- Bar chart – 37% versus 16%
- Bar chart – 37% versus 16%