Good to Great
Content Marketing
Creating Powerful Content that Grows Your Business
@JoePulizzi
Hi, I’m Joe Pulizzi @JoePulizzi
3
4
$39,400
5
@JoePulizzi
6
@JoePulizzi
8
@JoePulizzi
Search Engine
Optimization
Lead
Generation
Social Media
STORYTELLING
9
@JoePulizzi
Example of
trying…
10
@JoePulizzi
@JoePulizzi
12
@JoePulizzi
13
@JoePulizzi
@JoePulizzi
You Don’t Need to
be Coca-Cola or
Red Bull…
15
@JoePulizzi
Marcus Sheridan
CEO, River Pools & Spas
@JoePulizzi
2007
• $4.5 million in Sales
• $250,000 advertising spend
@JoePulizzi
2007
• $4.5 million in Sales
• $250,000 advertising spend
2009
• Within Days of Bankruptcy
@JoePulizzi
2007
• $4.5 million in Sales
• $250,000 advertising spend
• Sold more fiberglass swimming pools than any
other...
@JoePulizzi
@JoePulizzi
75,000 visits per month
@JoePulizzi
Yep, David vs. Goliath is Real
@JoePulizzi
Show Me the
Research!
23
@JoePulizzi
24
http://bitly.com/cm-research
@JoePulizzi
Source: sodahead.com
@JoePulizzi
26
@JoePulizzi
27
31%Budget
@JoePulizzi
28
57%Increasing
@JoePulizzi
Just 34% believe their content
marketing is effective
29
@JoePulizzi
Our Biggest Content
Marketing Challenge
• Producing Enough Content
• Producing the Kind of Content
that Engage...
@JoePulizzi
THE PROBLEM WITH
WHAT?
31
@JoePulizzi
32
@JoePulizzi
33
@JoePulizzi
34
@JoePulizzi
35
@JoePulizzi
WHY?
@JoePulizzi
Find Your Why
There Are Two
@JoePulizzi
A year from
now, what’s
different?
@JoePulizzi
Return on Objective
• Is the content driving sales?
• Is the content saving costs?
• Is the content making our...
@JoePulizzi
Managing Content Marketing
My Goal: Impact on
Sales, Costs or Retention
• Primary indicators for my
CXO and my...
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
Create a Content
Marketing Mission
@JoePulizzi
Why?
@JoePulizzi
Why?Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful information,
advice,...
@JoePulizzi
Why?Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful information,
advice,...
@JoePulizzi
Assignment: Your
Content Marketing
Mission Statement
@JoePulizzi
Activity
• Define the who?
• What are their pain points?
• What can you deliver that is truly
remarkable to th...
@JoePulizzi
Don’t Start with
Channel First
(but be great at one channel)
@JoePulizzi
@JoePulizzi
1. Situational Analysis – Be THE educational resource for
marketers. TO DO: Recruit influencers, editorial tea...
@JoePulizzi
Highly Atomized Within 5 Key Topic Areas
At least 20 unique pieces of content for each of 100+ keywords per ye...
@JoePulizzi
Focus on Subscription
@JoePulizzi
@JoePulizzi
Tool: Pippity
@JoePulizzi
62
@JoePulizzi
What is the difference
between those who
engage in your
content and those that
don’t?
@JoePulizzi
90%
@JoePulizzi
Building Audiences:
Use Social Media 4-1-1
@JoePulizzi
66
@JoePulizzi
Sales
Content
Marketing
Influencer
Sharing
@JoePulizzi
@JoePulizzi
Leverage SlideShare
@JoePulizzi
70 Design ©2012 Social Media Examiner, Content
Copyright Presenter • Do not distribute
@JoePulizzi
71 Design ©2012 Social Media Examiner, Content
Copyright Presenter • Do not distribute
@JoePulizzi
1. Watch Content 2020
2. Create a Content Marketing Mission Statement
3. Be the Leading Information Expert in ...
@JoePulizzi
Get Uncomfortable:
If you don’t feel like
you are going to run off
the road, you are not
driving fast enough.
...
@JoePulizzi
Joe Pulizzi
joe@contentinstitute.com • @JoePulizzi on Twitter
Sept. 9-12, 2013
CLEVELAND
CONVENTION CENTER
Ava...
Small Business Content Marketing Workshop - Good to Great
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Small Business Content Marketing Workshop - Good to Great

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Small business content marketing workshop given for COSE (Council of Smaller Enterprises) in Cleveland, OH. Workshop covers content marketing strategy, tactics, measurement and more.

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  • 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.
  • Small Business Content Marketing Workshop - Good to Great

    1. Good to Great Content Marketing Creating Powerful Content that Grows Your Business @JoePulizzi
    2. Hi, I’m Joe Pulizzi @JoePulizzi
    3. 3
    4. 4
    5. $39,400 5
    6. @JoePulizzi 6
    7. @JoePulizzi 8
    8. @JoePulizzi Search Engine Optimization Lead Generation Social Media STORYTELLING 9
    9. @JoePulizzi Example of trying… 10
    10. @JoePulizzi
    11. @JoePulizzi 12
    12. @JoePulizzi 13
    13. @JoePulizzi
    14. @JoePulizzi You Don’t Need to be Coca-Cola or Red Bull… 15
    15. @JoePulizzi Marcus Sheridan CEO, River Pools & Spas
    16. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend
    17. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend 2009 • Within Days of Bankruptcy
    18. @JoePulizzi 2007 • $4.5 million in Sales • $250,000 advertising spend • 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. 2011
    19. @JoePulizzi
    20. @JoePulizzi 75,000 visits per month
    21. @JoePulizzi Yep, David vs. Goliath is Real
    22. @JoePulizzi Show Me the Research! 23
    23. @JoePulizzi 24 http://bitly.com/cm-research
    24. @JoePulizzi Source: sodahead.com
    25. @JoePulizzi 26
    26. @JoePulizzi 27 31%Budget
    27. @JoePulizzi 28 57%Increasing
    28. @JoePulizzi Just 34% believe their content marketing is effective 29
    29. @JoePulizzi Our Biggest Content Marketing Challenge • Producing Enough Content • Producing the Kind of Content that Engages 30
    30. @JoePulizzi THE PROBLEM WITH WHAT? 31
    31. @JoePulizzi 32
    32. @JoePulizzi 33
    33. @JoePulizzi 34
    34. @JoePulizzi 35
    35. @JoePulizzi WHY?
    36. @JoePulizzi Find Your Why There Are Two
    37. @JoePulizzi A year from now, what’s different?
    38. @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?
    39. @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”.
    40. @JoePulizzi
    41. @JoePulizzi
    42. @JoePulizzi
    43. @JoePulizzi
    44. @JoePulizzi
    45. @JoePulizzi
    46. @JoePulizzi
    47. @JoePulizzi
    48. @JoePulizzi Create a Content Marketing Mission
    49. @JoePulizzi Why?
    50. @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.
    51. @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
    52. @JoePulizzi Assignment: Your Content Marketing Mission Statement
    53. @JoePulizzi 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?
    54. @JoePulizzi Don’t Start with Channel First (but be great at one channel)
    55. @JoePulizzi
    56. @JoePulizzi 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.
    57. @JoePulizzi Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.
    58. @JoePulizzi Focus on Subscription
    59. @JoePulizzi
    60. @JoePulizzi Tool: Pippity
    61. @JoePulizzi 62
    62. @JoePulizzi What is the difference between those who engage in your content and those that don’t?
    63. @JoePulizzi 90%
    64. @JoePulizzi Building Audiences: Use Social Media 4-1-1
    65. @JoePulizzi 66
    66. @JoePulizzi Sales Content Marketing Influencer Sharing
    67. @JoePulizzi
    68. @JoePulizzi Leverage SlideShare
    69. @JoePulizzi 70 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
    70. @JoePulizzi 71 Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute
    71. @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 7. Focus on Subscription 8. Leverage SlideShare 9. Start Partnering with Influencers 10. Use Social Media 4-1-1
    72. @JoePulizzi Get Uncomfortable: If you don’t feel like you are going to run off the road, you are not driving fast enough. - Mario Andretti http://taylordowns.com 73
    73. @JoePulizzi Joe Pulizzi joe@contentinstitute.com • @JoePulizzi on Twitter Sept. 9-12, 2013 CLEVELAND CONVENTION CENTER Available Now on Pre-Order 74

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