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Epic Content Marketing to Drive Your B2B Business - BMA Colorado

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Presentation given by Joe Pulizzi, founder of the Content Marketing Institute and author, Epic Content Marketing for the Business Marketing Association - Colorado Chapter. Presentation covers what content marketing is, details on buyer personas, a social media strategy for B2Bs re: Content and a subscription strategy.

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Epic Content Marketing to Drive Your B2B Business - BMA Colorado

  1. Developing Epic Content Marketing to Drive Your Business @JoePulizzi
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  4. @JoePulizzi 5
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  6. @JoePulizzi Search Engine Optimization Lead Generation Social Media STORYTELLING 7
  7. @JoePulizzi Example of trying… 8
  8. @JoePulizzi 9
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  10. @JoePulizzi Show Me the Research! 11
  11. @JoePulizzi http://bitly.com/cm-research
  12. @JoePulizzi Just 42% believe their content marketing is effective
  13. @JoePulizzi http://bitly.com/cm-research 66% 11%
  14. @JoePulizzi
  15. @JoePulizzi Biggest Content Marketing Challenge Producing Enough Content 16
  16. @JoePulizzi WHY?
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  25. @JoePulizzi Create a Content Marketing Mission 26
  26. @JoePulizzi Why? 27
  27. @JoePulizzi Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 28
  28. @JoePulizzi Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 1. Core Target Audience 2. What Will Be Delivered 3. The Outcome for the Audience 29
  29. @JoePulizzi Define the Audience
  30. @JoePulizzi Put your Journalist or Storyteller hat on: • WHO is the persona… emotionally attached • WHAT does she do? What does his day look like? • WHERE is the gap in his needs/wants? • WHEN does he need to close this gap? • WHY should he care about the product us?
  31. @JoePulizzi 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!! Jeremy Our IT Buyer
  32. @JoePulizzi Put your Journalist or Storyteller hat on: • WHO is the persona… emotionally attached • WHAT does she do? What does his day look like? • WHERE is the gap in his needs/wants? • WHEN does he need to close this gap? • WHY does he care about the product us? Buyer Persona Profiles
  33. @JoePulizzi Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.
  34. @JoePulizzi Subscription Strategy
  35. @JoePulizzi Audience Building: The Influencer Hit List 36
  36. @JoePulizzi 37
  37. @JoePulizzi Use Social Media 4-1-1 38
  38. @JoePulizzi Sales Content Marketing Influencer Sharing 39
  39. @JoePulizzi Give Content Gifts 40
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  43. @JoePulizzi 80%+ 44
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  47. @JoePulizzi A year from now, what‟s different? 48
  48. @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? 49
  49. @JoePulizzi Managing Content Marketing My Goal: Impact on Sales, Costs or Retention • Primary indicators for my CXO and my board. • Secondary indicators for influencers and for managers. • User indicators – for my “on the ground team”.
  50. @JoePulizzi TO DO: Ask „why?‟ for every channel 51
  51. @JoePulizzi 1. Watch Content 2020 2. Create a Content Marketing Mission Statement 3. Be the Leading Information Expert in Your Industry 4. Focus on Useful Content 5. Answer Customer Questions 6. Multiple Outputs Per Story Idea (Kelly) 7. Focus on Subscription 8. Leverage SlideShare 9. Start Partnering with Influencers 10. Use Social Media 4-1-1
  52. @JoePulizzi Joe Pulizzi joe@contentinstitute.com • @JoePulizzi on Twitter

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