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March 28, 2014Design ©2014 Social Media Examiner, Content Copyright Presenter • Do not distribute
5 Content Marketing
Practices Businesses
Ignore (and You
Should Not)
Presented by
Joe Pulizzi
@JoePulizzi #SMMW14
Content Marketing Institute
CMI teaches marketers how to effectively own their media channels
to attract and retain customers.
@JoePulizzi #SMMW14
There Is One Key
to a Successful
Presentation
@JoePulizzi #SMMW14
4
Image courtesy of Pooky Poetry
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
The Evolution of
Content Marketing
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
91/100
http://bitly.com/cm-research
@JoePulizzi #SMMW14 sodahead.com
@JoePulizzi #SMMW14
Just 42% believe their
content marketing is effective
http://bitly.com/cm-research
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
How Many of You
Have a Documented
Content Marketing
Strategy?
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
Sales, Savings &
Sunshine
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
CREATE A WHY FOR
EACH CHANNEL
@JoePulizzi #SMMW14
Create a Content Marketing
Mission Statement
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
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
@JoePulizzi #SMMW14
Never Build Your Content
Ship on Rented Land
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
Focus on Subscribers As
a Key Metric
@JoePulizzi #SMMW14 38
@JoePulizzi #SMMW14 39
@JoePulizzi #SMMW14
What’s the difference
between those who
subscribe to my content
and those that don’t?
@JoePulizzi #SMMW14
Leverage Influencers the
Build an Audience
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
Sales
Content
Marketing
Influencer
Sharing
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14 45
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
47
@JoePulizzi #SMMW14
48
@JoePulizzi #SMMW14
Buy vs. Build
@JoePulizzi #SMMW14
Image courtesy sendgrid.com
@JoePulizzi #SMMW14
@JoePulizzi #SMMW14
1. Set Your Goals for Sales, Savings or Sunshine
2. Why Are You Using Each Channel?
3. Focus On the Reader’s Outcome
4. Create a Content Marketing Mission Statement
5. Don’t Build Your Content Ship on Rented Land
6. Focus on Subscribers as a Key Metric
7. Build an Influencer List to Build Audience
8. Bake Influencers Into Your Content
9. Create an Engine to Get and Keep Subscribers
10.Consider Buying!
@JoePulizzi #SMMW14
54
Joe Pulizzi
joe@contentinstitute.com
@JoePulizzi

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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. 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.
  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.