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Rise Above with Content Marketing Workshop - Mesh Conference

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Rise Above with Content Marketing Workshop - Mesh Conference

  1. @juntajoe Rise Above with Epic Content Marketing Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and Managing Content Marketing
  2. @juntajoe
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  5. @juntajoe Search Engine Optimization Lead Generation Social Media STORYTELLING
  6. @juntajoe Example of trying…
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  10. @juntajoe I see the future and it is ____________
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  15. @juntajoe Red Bull – The Media Co.
  16. @juntajoe Show Me the Research!
  17. @juntajoe http://bitly.com/cm-research
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  20. @juntajoe 54%Increasing http://bitly.com/cm-research
  21. @juntajoe Why Are We Here? Just 36% believe their content marketing is effective
  22. @juntajoe Our Biggest Content Marketing Challenge • Producing Enough Content • Producing the Kind of Content that Engages
  23. @juntajoe THE PROBLEM WITH WHAT?
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  28. @juntajoe WHY?
  29. @juntajoe Find Your Why There Are Two
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  31. @juntajoe Managing Content Marketing My Goal: Increase leads by 10% with no extra cost. • Primary indicators for my csuite and my board. • Secondary indicators for influencers and for managers. • User indicators – for my “on the ground team”.
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  40. @juntajoe Create a Content Marketing Mission
  41. @juntajoe Why?
  42. @juntajoe 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.
  43. @juntajoe 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
  44. @juntajoe Assignment: Your Content Marketing Mission Statement
  45. @juntajoe Activity • Define the who? • What are their pain points? • What can you deliver that is truly remarkable to that person? • What do you want them to accomplish? • What do you need to accomplish?
  46. @juntajoe Don’t Start with Channel First
  47. @juntajoe
  48. @juntajoe 1. Situational Analysis – Be THE educational resource for marketers. TO DO: Recruit influencers, editorial team, SEO specialist. 2. Channel Objectives – Subscriber growth, Sharing that leads to search traction, Event signups. 3. Content Plan – Answering content marketing questions that aren’t being answered anywhere else. Challenging the community. Advancing the practice. 4. Metrics – Subscribers, Sharing metrics, Search indicators, referrals to event site. 5. Personas – “Doing” marketers at enterprise-level companies. 6. Editorial Calendar – Morning post, one per day. Instructional tone. Varied influencers.
  49. @juntajoe Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.
  50. @juntajoe Focus on Subscription
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  54. @juntajoe Building Audiences: Use Social Media 4-1-1
  55. @juntajoe 56 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
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  58. @juntajoe Leverage SlideShare
  59. @juntajoe 60 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  60. @juntajoe 61 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  61. @juntajoe 62 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
  62. @juntajoe Get Uncomfortable: If you don’t feel like you are going to run off the road, you are not driving fast enough. http://taylordowns.com
  63. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter Week of Sept. 9, 2013 CLEVELAND, OH

Editor's Notes

  • 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.
  • ×