@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

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@juntajoe Search Engine Optimization Lead
Generation Social Media STORYTELLING

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Example of
trying…

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@juntajoe I see the future
and it is ____________

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@juntajoe Red Bull – The
Media Co.

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Show Me the
Research!

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http://bitly.com/cm-research

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54%Increasing
http://bitly.com/cm-research

@juntajoe Why Are We Here?
Just 36% believe their content marketing is effective

@juntajoe Our Biggest Content Marketing
Challenge • Producing Enough Content • Producing the Kind of Content that Engages

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THE PROBLEM WITH
WHAT?

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WHY?

@juntajoe Find Your Why There
Are Two

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@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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@juntajoe Create a Content Marketing
Mission

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Why?

@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.

@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

@juntajoe Assignment: Your Content Marketing
Mission Statement

@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?

@juntajoe Don’t Start with Channel
First

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@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.

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

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Focus on Subscription

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@juntajoe Building Audiences: Use Social
Media 4-1-1

@juntajoe 56 Design ©2012 Social
Media Examiner, Content Copyright Presenter • Do not distribute

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Leverage SlideShare

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Media Examiner, Content Copyright Presenter • Do not distribute

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Media Examiner, Content Copyright Presenter • Do not distribute

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Media Examiner, Content Copyright Presenter • Do not distribute

@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

@juntajoe Joe Pulizzi joe@contentinstitute.com •
@juntajoe on Twitter Week of Sept. 9, 2013 CLEVELAND, OH