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@juntajoe




         8 Essential
    Content Marketing
Initiatives You Shouldn’t
        Be Without
Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute and
Content Marketing World

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




       TODAY’S AGENDA
• Move Fast – 100+ Slides!
• Brief History of Content Marketing
• The Latest Research
• The Biggest Content Marketing Questions
  with Answers and Cases for Each
• Q&A
@juntajoe
@juntajoe




What happens
when you start
telling a story?
@juntajoe
@juntajoe
@juntajoe
@juntajoe




Why is this SO
 important?
@juntajoe




                        Search Engine
Social Media             Optimization
          STORYTELLING
          STORYTELLING


             Lead
           Generation
@juntajoe




Example of
 trying…
@juntajoe
@juntajoe
@juntajoe




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


Red Bull – The Media Co.
@juntajoe




Underwritten by
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




54%
Increasing
@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
@juntajoe




+
@juntajoe




 “We are trying to
figure out how our
 marketing can be
   more useful.”
@juntajoe
@juntajoe




THE PROBLEM WITH


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




WHY?
@juntajoe


Why?
@juntajoe




                                 Search Engine
Social Media                      Optimization
        YOUR UNIQUE STORY
               (authority to publish)


             Lead
           Generation
@juntajoe




Business    Higher
Purpose    Purpose
@juntajoe
@juntajoe




 HIGHER
 HIGHER
PURPOSE
PURPOSE
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




“How do we find and
  create engaging
content? Right now,
we don’t have any.”
@juntajoe
@juntajoe
@juntajoe




“How do we measure
 the success of our
      content?”
@juntajoe




Keys to ROI
1.Know Why You Are Making
Content
@jaybaer
                                @juntajoe


Are You Measuring the Right Things?
@jaybaer
                                  @juntajoe



 Content Helps Achieve Business
Objectives, Not Content Objectives




                           Courtesy Jay Baer
@jaybaer
                           @juntajoe




The Goal Isn’t to be
 Good at Content.
The Goal is to be Good at
  Business, Because of
       Content.
                    Courtesy Jay Baer
@juntajoe




Keys to ROI
1.Know Why You Are Making
Content
2.Buyer’s Journey
3.Select the Right Metrics
@jaybaer
                          @juntajoe




4 Categories of Content
       Metrics




                   Courtesy Jay Baer
@jaybaer
                               @juntajoe


Consumption Metrics
Question answered:
“How many people viewed,
downloaded, listened to this
piece of content”
@jaybaer
                                            @juntajoe


Key Questions
• Do people consuming that content engage
  in other, more desirable behaviors on the
  site?
• Do they do so at a ratio different from site
  visitors overall?
• Do people consuming that content return
  to the site?
• Do they do so at a ratio different from site
  visitors overall?
@jaybaer
                        @juntajoe


On Customer Retention
@juntajoe
@juntajoe
@juntajoe




“How do we get more
 content out of each
    story idea?”
@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
Avg Time to Close:   12-24 months
@juntajoe
@juntajoe
@juntajoe




“Too many silos…we
have content all over
  the place. Very
     political.”
@juntajoe



The Content Marketing Team
Typical roles within your existing team…
@juntajoe




 Social Media
Public Relations
  Marketing
     Email
     Mobile
    Search
@juntajoe




Example….

            Todd Wheatland
            VP of Thought Leadership
            Kelly Services
@juntajoe




Example…
           Rob Yoegel
           Content Marketing Director
           Monetate
@juntajoe




“How do we get our
 employees to start
 creating content?”
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
        AWARENESS
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LEAD NURTURING




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@juntajoe
        AWARENESS
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LEAD NURTURING




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    CUSTOMER EVENTS
@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




  “We need to be
  producing more
content. More, more,
      more.”
@juntajoe
@juntajoe
@juntajoe
@juntajoe




   LEADING
INFORMATION
  PROVIDER
  FOR YOUR
    NICHE
@juntajoe
@juntajoe



Deliver content at all the right stages of the buying process
              to attract and retain customers.




 Subscribers continually show positive behaviors
throughout the year - purchase, sharing, attending
          web events, subscribing, etc.
@juntajoe
Site & Event
  Sponsors      Email           Webinars
                                            Magazine




                SUBSCRIBER

  Paid Events                              Consulting
                        Paid Content
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




A Rising Tide Lifts All Ships
@juntajoe
@juntajoe
@juntajoe




Define Your Hit List of Influencers
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




• Last five years
  – over 300
  different guest
  posts,
  interviews or
  webinars
@juntajoe
@juntajoe




The latest full-length
books on the discipline of
content marketing.
@juntajoe
@juntajoe
@juntajoe
Site & Event
  Sponsors      Email           Webinars
                                            Magazine




  Paid Events                              Consulting
                        Paid Content
@juntajoe
@juntajoe
@juntajoe
@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




           November 7-8, 2012 Cleveland, OH




November 15, 2012                    4-5-6 March, 2013
  New York, NY                       Sydney, Australia
@juntajoe




                        Joe Pulizzi
    joe@contentinstitute.com • @juntajoe on Twitter




Week of Sept. 9, 2013
 CLEVELAND, OH

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8 Essential Content Marketing Initiatives You Shouldn't Be Without

Editor's Notes

  1. – 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