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@juntajoe  Good to GreatContent MarketingJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing ...
@juntajoe        TODAY’S AGENDA• Move Fast – 100+ Slides in 45 Minutes!• Brief History of Content Marketing• The Latest Re...
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe                        Search EngineSocial Media             Optimization          STORYTELLING          STORYTE...
@juntajoeExample of trying…
@juntajoe
@juntajoe
@juntajoeI see the future    and it is ____________
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeRed Bull – The Media Co.
@juntajoeUnderwritten by
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe54%Increasing
@juntajoe
@juntajoeWhy Are We Here?   Just 36% believe theircontent marketing is effective
@juntajoeOur Biggest ContentMarketing Challenge•Producing Enough Content•Producing the Kind of Contentthat Engages
@juntajoeTHE PROBLEM WITHWHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeWHY?
@juntajoe
@juntajoe
@juntajoe
@juntajoeWhy?
@juntajoe                        Search EngineSocial Media             Optimization          Content Marketing            ...
@juntajoe  What Separates theGood to GreatContent Marketers
@juntajoeThe Niche, Non-Sales  Content Platform
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeStory Explosion
@juntajoeThe Kelly Situation:Product:             Complex workforce solutionsTarget:              Largest 5,000 companies ...
@juntajoe
@juntajoe
@juntajoeThe Chief Storyteller
@juntajoeThe Content Marketing TeamTypical roles within your existing team…
@juntajoe Social MediaPublic Relations  Marketing     Email     Mobile    Search
@juntajoeExample….            Todd Wheatland            VP of Thought Leadership            Kelly Services
@juntajoeExample…           Rob Yoegel           Content Marketing Director           Monetate
@juntajoeLeveraging Employees in Content Creation
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoe        AWARENESS             SEO   PUBLIC RELATIONS     NURTURING        EMAILLEAD NURTURING        CRM / SOCIAL...
@juntajoeThe Guide
@juntajoe   Marcus SheridanCEO, River Pools & Spas
@juntajoe                  2007• $4.5 million in Sales• $250,000 advertising spend
@juntajoe                   2007• $4.5 million in Sales• $250,000 advertising spend                   2011• Sold more fibe...
@juntajoe
@juntajoe75,000 visits per month
@juntajoeYep, David vs. Goliath is Real
@juntajoeBuilding Content Expertise   through Community
@juntajoe
@juntajoe
@juntajoe
@juntajoeDeliver content at all the right stages of the buying process              to attract and retain customers. Subsc...
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeA Rising Tide Lifts All Ships
@juntajoe
@juntajoe
@juntajoeDefine Your Hit List of Influencers
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe• Last five years  – over 300  different guest  posts,  interviews or  webinars
@juntajoe
@juntajoeSite & Event  Sponsors      Email           Webinars                                            Magazine  Paid Ev...
@juntajoe
@juntajoe
@juntajoe Get Uncomfortable:  If you don’t feel likeyou are going to run off the road, you are not  driving fast enough.  ...
@juntajoe           November 7-8, 2012 Cleveland, OHNovember 15, 2012                    4-5-6 March, 2013  New York, NY  ...
@juntajoe                        Joe Pulizzi    joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVE...
Good to Great Content Marketing - American Marketing Association
Good to Great Content Marketing - American Marketing Association
Good to Great Content Marketing - American Marketing Association
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Good to Great Content Marketing - American Marketing Association

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Good to great content marketing presentation given by Joe Pulizzi for the AMA Akron Canton. Covers the latest content marketing research and six key trends that all marketers can learn from as it relates to content marketing.

Published in: Business

Good to Great Content Marketing - American Marketing Association

  1. @juntajoe Good to GreatContent MarketingJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
  2. @juntajoe TODAY’S AGENDA• Move Fast – 100+ Slides in 45 Minutes!• Brief History of Content Marketing• The Latest Research• The Problem with “What?”• Five+ content activities that Separate the Good from the Great in Content• Q&A
  3. @juntajoe
  4. @juntajoe
  5. @juntajoe
  6. @juntajoe
  7. @juntajoe Search EngineSocial Media Optimization STORYTELLING STORYTELLING Lead Generation
  8. @juntajoeExample of trying…
  9. @juntajoe
  10. @juntajoe
  11. @juntajoeI see the future and it is ____________
  12. @juntajoe
  13. @juntajoe
  14. @juntajoe
  15. @juntajoe
  16. @juntajoe
  17. @juntajoeRed Bull – The Media Co.
  18. @juntajoeUnderwritten by
  19. @juntajoe
  20. @juntajoe
  21. @juntajoe
  22. @juntajoe
  23. @juntajoe
  24. @juntajoe54%Increasing
  25. @juntajoe
  26. @juntajoeWhy Are We Here? Just 36% believe theircontent marketing is effective
  27. @juntajoeOur Biggest ContentMarketing Challenge•Producing Enough Content•Producing the Kind of Contentthat Engages
  28. @juntajoeTHE PROBLEM WITHWHAT?
  29. @juntajoe
  30. @juntajoe
  31. @juntajoe
  32. @juntajoe
  33. @juntajoeWHY?
  34. @juntajoe
  35. @juntajoe
  36. @juntajoe
  37. @juntajoeWhy?
  38. @juntajoe Search EngineSocial Media Optimization Content Marketing Mission Lead Generation
  39. @juntajoe What Separates theGood to GreatContent Marketers
  40. @juntajoeThe Niche, Non-Sales Content Platform
  41. @juntajoe
  42. @juntajoe
  43. @juntajoe
  44. @juntajoe
  45. @juntajoe
  46. @juntajoe
  47. @juntajoe
  48. @juntajoe
  49. @juntajoe
  50. @juntajoeStory Explosion
  51. @juntajoeThe Kelly Situation:Product: Complex workforce solutionsTarget: Largest 5,000 companies globallyDeal Size: $50m - $2bnKey Buyer Titles: HR, Procurement, Operations, C-SuiteAve Time to Close: 12-24 months
  52. @juntajoe
  53. @juntajoe
  54. @juntajoeThe Chief Storyteller
  55. @juntajoeThe Content Marketing TeamTypical roles within your existing team…
  56. @juntajoe Social MediaPublic Relations Marketing Email Mobile Search
  57. @juntajoeExample…. Todd Wheatland VP of Thought Leadership Kelly Services
  58. @juntajoeExample… Rob Yoegel Content Marketing Director Monetate
  59. @juntajoeLeveraging Employees in Content Creation
  60. @juntajoe
  61. @juntajoe
  62. @juntajoe
  63. @juntajoe
  64. @juntajoe
  65. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  66. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  67. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  68. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  69. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  70. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  71. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAILLEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  72. @juntajoeThe Guide
  73. @juntajoe Marcus SheridanCEO, River Pools & Spas
  74. @juntajoe 2007• $4.5 million in Sales• $250,000 advertising spend
  75. @juntajoe 2007• $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.
  76. @juntajoe
  77. @juntajoe75,000 visits per month
  78. @juntajoeYep, David vs. Goliath is Real
  79. @juntajoeBuilding Content Expertise through Community
  80. @juntajoe
  81. @juntajoe
  82. @juntajoe
  83. @juntajoeDeliver content at all the right stages of the buying process to attract and retain customers. Subscribers continually show positive behaviorsthroughout the year - purchase, sharing, attending web events, subscribing, etc.
  84. @juntajoe
  85. @juntajoe
  86. @juntajoe
  87. @juntajoe
  88. @juntajoe
  89. @juntajoe
  90. @juntajoe
  91. @juntajoeA Rising Tide Lifts All Ships
  92. @juntajoe
  93. @juntajoe
  94. @juntajoeDefine Your Hit List of Influencers
  95. @juntajoe
  96. @juntajoe
  97. @juntajoe
  98. @juntajoe
  99. @juntajoe
  100. @juntajoe
  101. @juntajoe
  102. @juntajoe
  103. @juntajoe• Last five years – over 300 different guest posts, interviews or webinars
  104. @juntajoe
  105. @juntajoeSite & Event Sponsors Email Webinars Magazine Paid Events Consulting Paid Content
  106. @juntajoe
  107. @juntajoe
  108. @juntajoe Get Uncomfortable: If you don’t feel likeyou are going to run off the road, you are not driving fast enough. http://taylordowns.com
  109. @juntajoe November 7-8, 2012 Cleveland, OHNovember 15, 2012 4-5-6 March, 2013 New York, NY Sydney, Australia
  110. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on TwitterWeek of Sept. 9, 2013 CLEVELAND, OH

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