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Content Marketing 20 Steps to Success Joe Pulizzi Executive Director, CMI Co-Author,  Get Content Get Customers
Content Marketing About Joe Pulizzi (@juntajoe) 6-8 September, 2011 joepulizzi.com/bio
Content Marketing Agenda ,[object Object],[object Object],[object Object],[object Object]
Are You a   Publisher?
Shutterstock
 
Shutterstock
 
Shutterstock
 
Publishing: ,[object Object],http:// en.wikipedia.org /wiki/Publisher
Former Barriers to Entry ,[object Object],[object Object],[object Object],[object Object]
 
The Difference? Marketers  Publishers
Shutterstock
 
 
“ Content Marketing  Is the Only  Marketing Left” - Seth Godin
Yes, we are all  PUBLISHERS…
 
 
Search Engine  Optimization Lead Generation Social Media STORYTELLING
Shutterstock
Shutterstock
 
REASONS YOUR CONTENT STINKS AND HOW TO FIX IT
GOALS  Too Many Content #1
The Goal of Content? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Goal of Content? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Prioritize and Choose
Objective Convert Porsche and other sports cars to Corvette Buyers!
 
EVERYTHING  Your Content is about #2
 
Get SUPER NICHE ,[object Object],[object Object]
YOU YOU YOU Your Content is about #3
 
Be the Solutions Provider The TRUSTED EXPERT ,[object Object],[object Object],[object Object]
FIND Customers’ Pain Points KEYWORD ANALYSIS
 
GOOD ENOUGH  Good Enough is NOT #4
Your Content Competition
Great Content Marketing ,[object Object],[object Object],[object Object],[object Object]
STAND FOR?  What does your content UNIQUE CONTENT W/ A POV
 
Grew Business from FIVE TO 70 MILLION
IT’S NOT WHAT YOU SELL   (Wine) IT’S WHAT YOU STAND FOR   (Everyone deserves to understand the wine experience)
CATEGORY  Create Your Own The Timeout Experience –  “Giving people what they really didn’t know they wanted.” - Abe Peck, Medill School of Journalism
 
Google Insights
 
 
CALENDAR Lack of a Content #5
1-7-30-4-2-1 Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
EMPLOYEES Not Leveraging Your #6
 
 
 
[object Object],[object Object],[object Object],[object Object]
 
ENGAGE IN CONTENT That People Will Magically #7
 
[object Object],[object Object],[object Object],[object Object],Where are your customers  HANGING OUT?
 
Blog is NOT ENOUGH BEST off-line content
OWNER Your Content Has NO #8
Jenny Cisney Chief Blogger/Sr. Social Media ,[object Object],[object Object],[object Object]
EXPERIENCE You Don’t Have Content #9
 
What to do? ,[object Object],[object Object],[object Object]
SUPPORT You Don’t Have Internal #10
300%  Less Chance of Success
How to Get “C”upport ,[object Object],[object Object],[object Object]
The PATH to PUBLISHER ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THINGS YOU NEED TO BE DOING RIGHT  NOW FOR YOUR ONLINE CONTENT
HEADLINES How to Use a Proper #1
 
Headline Tips ,[object Object],[object Object],[object Object],[object Object],Ways to Increase Your Stock Returns 10 Ways to Make More Money with Small-Cap Stocks
PROBLEM From the Start, Scope the #2
 
MORE Less is #3
Short Tips ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
CALL TO ACTION Think first about your #4
 
From Debbie Weil ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A SMALL PART One Blog Post is Just #5
 
 
LOVE Guest Blogging: Spreading the #6
[object Object]
INFLUENCERS Promote the Key #7
 
 
MEASURE Measure, Measure #8
 
 
INFLUENCERS Do Q&A’s with the #9
 
 
OUTSOURCE FINAL TIP #10
 
[object Object],[object Object],THANK YOU!

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20 Steps to Content Marketing Success

Editor's Notes

  1. We have to focus on what would make us interesting to our customers. Clearly, not our products and services (for the most part). In order to create a magnet to attract customers and prospects to us, we have to market differently than we have in the past.
  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. Now, all of this should be common sense, but the majority of content we create as companies still revolves around our products and services. Just look at your events, brochures, press releases. Are you creating more interesting information or more content about you you you.
  6. So, in order to be successful in social media, we have two choices (see above). Can anyone think of any others?
  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.
  8. 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.
  9. 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.
  10. 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.
  11. 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.
  12. 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.
  13. 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.
  14. Identify where your customers are hanging out at…
  15. 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.
  16. 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.
  17. 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.
  18. 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.
  19. 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.
  20. 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.
  21. 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.
  22. 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.
  23. 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.
  24. 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.
  25. 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.
  26. 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.
  27. 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.