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.
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.
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29. @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
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31. @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?
32. @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
33. @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
49. @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?
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50. @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”.
52. @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
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.