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@juntajoe




The State of Content
  Marketing 2013
Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute and
Content Marketing World

Co-Author, Get Content Get Customers
and Managing Content Marketing
@juntajoe




MY STORY
@juntajoe




         TODAY’S AGENDA
•   Move Fast – 80+ Slides in 45 Minutes!
•   Brief History of Content Marketing
•   The Latest B2B Research
•   The Problem with “What?”
•   Content Marketing Tips & Trends
•   Q&A
@juntajoe
The State of Content Marketing 2013 - AAF North Dakota
@juntajoe
@juntajoe
@juntajoe
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@juntajoe




                        Search Engine
Social Media             Optimization
          STORYTELLING


             Lead
           Generation
@juntajoe




Example of
 trying…
@juntajoe
@juntajoe
@juntajoe
@juntajoe




I see the future
    and it is
 ____________
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe


Red Bull – The Media Co.
@juntajoe




Sponsored by
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




54%
Increasing
@juntajoe
@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
@juntajoe




THE PROBLEM WITH


WHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




   WHY?
Tell a Different Story, Not
      the Same Story
  Incrementally Better
@juntajoe




                        Search Engine
Social Media             Optimization

               Why?
             Lead
           Generation
@juntajoe


Why?
@juntajoe




    Content
Marketing Trends
@juntajoe




The Niche, Non-Sales
  Content Platform
         &
  A Clear Mission
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




The Chief Storyteller
@juntajoe



The Content Marketing Team
Typical roles within your existing team…

                       Chief Content
                          Officer


      Managing                               Chief
                          Content
       Editors                             Listening
                         Producers
                                            Officers


                          Content
                          Creators
@juntajoe




 Social Media
Public Relations
  Marketing
     Email
    Mobile
    Search
@juntajoe




Example….

            Todd Wheatland
            VP of Thought Leadership
            Kelly Services
@juntajoe




Story Explosion
@juntajoe


The Kelly Situation:
Product:             Complex workforce solutions
Target:              Largest 5,000 companies globally
Deal Size:           $50m - $2bn
Key Buyer Titles:    HR, Procurement, Operations, C-Suite
Ave Time to Close:   12-24 months
@juntajoe
@juntajoe


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




Leveraging Employees
 in Content Creation
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
   LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
    LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe




Building Content Expertise
   through Community
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe



The Content Marketing Team

              Chief Content
                 Officer


   Managing                     Chief
                Content
    Editors                   Listening
               Producers
                               Officers


                Content
                Creators
@juntajoe



The Content Marketing Team
                                   Titler
                                   SEO Specialist
              Chief Content        Metrics
                 Officer


   Managing                         Chief
                Content
    Editors                       Listening
               Producers
                                   Officers

                              150+ Contributors
                Content
                Creators      1 Paid Freelancer
                              Partner Content Program
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




A Rising Tide Lifts All Ships
@juntajoe
@juntajoe




Define Your Hit List of Influencers
@juntajoe
@juntajoe


       Both Bricks & Feathers
• Use Feathers to Promote Bricks
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
.COM            Email   Webinars
                                      Magazine




                                   Paid Content
  Paid Events
@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

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The State of Content Marketing 2013 - AAF North Dakota

Editor's Notes

  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.
  2. 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.
  3. 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.
  4. 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.
  5. – sure, everyone wants to make revenue. But how that revenue is to be earned has an enormous impact on what metrics are important. If you take a company like Hubspot – they’re an incredible content marketing organization. Their focus is not on building lasting customer relationships through a great product. It’s through driving enormous front-end sales growth because they’re heading for an IPO. They have a much lower price- point, commitment level etc than us – culturally, etc
  6. 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.
  7. 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.