Epic Content
Marketing
Six Insights
@JoePulizzi
Content Marketing Institute
CMI teaches marketers how to effectively own their media channels
to attract and retain custom...
3
@JoePulizzi

Today
• A bit of history…
• A bit of research…
• Eight content insights…
(Large/Small/B2B/B2C)
4
@JoePulizzi

The Original
Content Marketing
Program?
5
@JoePulizzi

7
@JoePulizzi

Content Marketing is…
•
•
•
•
•

Editorially-based
Marketing-backed
Behavior-driven
Targeted
Multi-platform (...
@JoePulizzi

The Most Famous
Content Marketing
Strategy In the
World!
9
@JoePulizzi

The Porn Industry
(picture not
included)
10
@JoePulizzi

11
@JoePulizzi

12
@JoePulizzi

Show Me the
Research!
13
@JoePulizzi

http://bitly.com/cm-research
@JoePulizzi

Just 42% believe their
content marketing is effective
@JoePulizzi

http://bitly.com/cm-research
@JoePulizzi

Biggest Challenge:

Producing
Enough Content
17
@JoePulizzi

WHY?
18
@JoePulizzi

Find Your Why

19
@JoePulizzi

20
@JoePulizzi

21
@JoePulizzi

22
@JoePulizzi

23
@JoePulizzi

24
@JoePulizzi

25
@JoePulizzi

26
@JoePulizzi

27
@JoePulizzi

Social Media

Search Engine
Optimization

INDIUM CONTENT

Lead
Generation
28
@JoePulizzi

Create a Content
Marketing Mission

29
@JoePulizzi

Why?

30
Welcome to Inc.com, the place
Why? business
where entrepreneurs and
owners can find useful information,
advice, insights, ...
Welcome to Inc.com, the place
Why? business
where entrepreneurs and
owners can find useful information,
advice, insights, ...
@JoePulizzi

Answering
Customer Questions

33
@JoePulizzi

Marcus Sheridan
CEO, River Pools & Spas
@JoePulizzi

2007
• $4.5 million in Sales
• $250,000 advertising spend
2007

@JoePulizzi

• $4.5 million in Sales
• $250,000 advertising spend

2011
• Sold more fiberglass swimming pools than a...
@JoePulizzi
@JoePulizzi

75,000 visits per month
@JoePulizzi

Yep, David vs. Goliath is Real
@JoePulizzi
@JoePulizzi
@JoePulizzi

Get Your Content on the
Same Page in the
Company
42
@JoePulizzi
@JoePulizzi

Social Media
Public Relations
Marketing
Email
Mobile
Search
44
@JoePulizzi

Create a “why?” for
each channel

45
@JoePulizzi

Plan to Repurpose Up
Front, Not After

46
@JoePulizzi

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

Building Audience with
Influencers

48
@JoePulizzi

The Social Media
4-1-1 Plan

49
@JoePulizzi

Influencer
Sharing

Sales

Content
Marketing
50
@JoePulizzi

51
@JoePulizzi

52
@JoePulizzi

53
@JoePulizzi

54
@JoePulizzi

80%

55
@JoePulizzi

56
@JoePulizzi

57
@JoePulizzi

58
@JoePulizzi

A year from now,
what’s different?

59
@JoePulizzi

Return on Objective
• Is the content driving sales?
• Is the content saving costs?
• Is the content making ou...
@JoePulizzi

How can you create
better customers
with content?
61
@JoePulizzi

Mid-sized CMS company – large
considered purchase ($100k to $200k)

“okay, we’ll try this content marketing t...
@JoePulizzi

Persona #1

Building a Better
Business/Thought Leadership
Webinar
Attended
How-To-Webinar
Attended
eBook/Whit...
@JoePulizzi

Creating Better
Customers
“wait for it....”

Customer Acquisition

Spent 2X as much
Stayed 5X as long
2X more...
@JoePulizzi
@JoePulizzi

1. Watch Content 2020
2. Create a Content Marketing Mission Statement
3. Ask “why?” for each channel
4. Find ...
@JoePulizzi
@JoePulizzi

Joe Pulizzi
joe@contentinstitute.com • @JoePulizzi on Twitter
Epic Content Marketing - Six Insights - Richmond AMA American Marketing Association
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Epic Content Marketing - Six Insights - Richmond AMA American Marketing Association

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Joe Pulizzi's presentation at the Richmond AMA covering epic content marketing. In this presentation, Joe covers the content marketing mission statement, repurposing of content, the social media 4-1-1 strategy and having a subscription strategy.

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  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • Epic Content Marketing - Six Insights - Richmond AMA American Marketing Association

    1. Epic Content Marketing Six Insights @JoePulizzi
    2. Content Marketing Institute CMI teaches marketers how to effectively own their media channels to attract and retain customers.
    3. 3
    4. @JoePulizzi Today • A bit of history… • A bit of research… • Eight content insights… (Large/Small/B2B/B2C) 4
    5. @JoePulizzi The Original Content Marketing Program? 5
    6. @JoePulizzi 7
    7. @JoePulizzi Content Marketing is… • • • • • Editorially-based Marketing-backed Behavior-driven Targeted Multi-platform (media agnostic) 8
    8. @JoePulizzi The Most Famous Content Marketing Strategy In the World! 9
    9. @JoePulizzi The Porn Industry (picture not included) 10
    10. @JoePulizzi 11
    11. @JoePulizzi 12
    12. @JoePulizzi Show Me the Research! 13
    13. @JoePulizzi http://bitly.com/cm-research
    14. @JoePulizzi Just 42% believe their content marketing is effective
    15. @JoePulizzi http://bitly.com/cm-research
    16. @JoePulizzi Biggest Challenge: Producing Enough Content 17
    17. @JoePulizzi WHY? 18
    18. @JoePulizzi Find Your Why 19
    19. @JoePulizzi 20
    20. @JoePulizzi 21
    21. @JoePulizzi 22
    22. @JoePulizzi 23
    23. @JoePulizzi 24
    24. @JoePulizzi 25
    25. @JoePulizzi 26
    26. @JoePulizzi 27
    27. @JoePulizzi Social Media Search Engine Optimization INDIUM CONTENT Lead Generation 28
    28. @JoePulizzi Create a Content Marketing Mission 29
    29. @JoePulizzi Why? 30
    30. 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. @JoePulizzi 31
    31. 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. 2. 3. @JoePulizzi Core Target Audience What Will Be Delivered The Outcome for the Audience 32
    32. @JoePulizzi Answering Customer Questions 33
    33. @JoePulizzi Marcus Sheridan CEO, River Pools & Spas
    34. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend
    35. 2007 @JoePulizzi • $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.
    36. @JoePulizzi
    37. @JoePulizzi 75,000 visits per month
    38. @JoePulizzi Yep, David vs. Goliath is Real
    39. @JoePulizzi
    40. @JoePulizzi
    41. @JoePulizzi Get Your Content on the Same Page in the Company 42
    42. @JoePulizzi
    43. @JoePulizzi Social Media Public Relations Marketing Email Mobile Search 44
    44. @JoePulizzi Create a “why?” for each channel 45
    45. @JoePulizzi Plan to Repurpose Up Front, Not After 46
    46. @JoePulizzi Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.
    47. @JoePulizzi Building Audience with Influencers 48
    48. @JoePulizzi The Social Media 4-1-1 Plan 49
    49. @JoePulizzi Influencer Sharing Sales Content Marketing 50
    50. @JoePulizzi 51
    51. @JoePulizzi 52
    52. @JoePulizzi 53
    53. @JoePulizzi 54
    54. @JoePulizzi 80% 55
    55. @JoePulizzi 56
    56. @JoePulizzi 57
    57. @JoePulizzi 58
    58. @JoePulizzi A year from now, what’s different? 59
    59. @JoePulizzi Return on Objective • Is the content driving sales? • Is the content saving costs? • Is the content making our customers happier, thus helping with retention? 60
    60. @JoePulizzi How can you create better customers with content? 61
    61. @JoePulizzi 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
    62. @JoePulizzi Persona #1 Building a Better Business/Thought Leadership Webinar Attended How-To-Webinar Attended eBook/White Paper Version of Webinar (10 Steps) CTAs in Report (Landing Page/Phone #)
    63. @JoePulizzi Creating Better Customers “wait for it....” Customer Acquisition Spent 2X as much Stayed 5X as long 2X more likely to share
    64. @JoePulizzi
    65. @JoePulizzi 1. Watch Content 2020 2. Create a Content Marketing Mission Statement 3. Ask “why?” for each channel 4. Find Your Content Ambassadors 5. Consider a Subscription Strategy 6. Leverage SlideShare 7. Start Partnering with Influencers 8. Use Social Media 4-1-1 9. Know the Business Objective 10. Tell a Different Story!
    66. @JoePulizzi
    67. @JoePulizzi Joe Pulizzi joe@contentinstitute.com • @JoePulizzi on Twitter

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