This is an encore production of a podcast with Joe Pulizzi on his book, Epic Content Marketing by host, Greg Elwell. It features just the questions from 7 marketing experts who ask Joe anything they want. The experts include Jay Baer of Convince and Convert, Steve Lazuka of Zerys, Mark Levy of Levy Innovation, Doug Kessler of Velocity Partners in the UK, Kristi Hines of Kikolani, John Lee Dumas of Entrepreneur on Fire and Bernie Borges of Find and Convert. Show notes and more information for this Slidecast production can be found at B2BInbound.com/Experts.

1. 9
EPIC CONTENT MARKETING
EXPERT ASKED QUESTIONS
The Best of Joe Pulizzi and Friends from the
B2B Inbound Expert Interviews Podcast:
Joe Pullizi on How to Tell a Different Story
with Epic Content Marketing
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2. 9 EPIC CONTENT MARKETING EAQs
A B2B Inbound Expert Interviews Slidecast
Production: 9 Epic Content Marketing
Expert Asked Questions
These Experts Asked JOE PULIZZI Anything
They Wanted About Epic Content Marketing
 Jay Baer
 Steve Lazuka
 Mark Levy
 Doug Kessler
 Kristi Hines
 John Lee Dumas
 Bernie Borges
With Host Greg Elwell
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3. How did you build CMI?
Influencer Strategy
 90% Of Content From Outside
Contributors
 Over 100 Experts Helped Write
Epic Content Marketing
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4. How did you originally embrace orange?
Jay Baer
Convince and Convert
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The Story of Orange




@B2BInbound
An orange & gray volleyball
People started to notice
Became a competitive advantage
What’s your orange?

5. How much epic vs. non-epic content?
I wonder what
Joe thinks of
the Trent
Richardson
Trade?
Fellas, if we
talk football
we’ll be here
forever!
Steve Lazuka
Zerys
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@B2BInbound
You need both…it’s
all about quality,
have home run
content around a
subscription
strategy…

6. What’s it mean to tell a different story?
Storytelling
References in Epic
Content Marketing:
259 in 330 Pages
(Kindle Edition)
“Epic content marketing
means that your
company is telling a
consistent story”
Greg Elwell
B2B Inbound
I had no idea you
could do that with
Kindle…Look, the
bar has been
raised…storytelling
is critical…
1.
2.
3.
4.
5.
6.
6 PRINCIPLES:
Fill a need
Be consistent
Be human
Have a point of view
Avoid “sales speak”
Be best of breed
(Chapter 8: What is Epic
Content Marketing?)
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7. How do you know their top questions?
The majority of marketers don’t
actually talk to their
customers…how do you know
what their pain points are and
what keeps them up at night
unless you talk to them? Have a
goal to talk with a certain number
of your customers each month.
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Mark Levy
Levy Innovation

8. What can large brands outsource?
Out of House vs. In House?
Joe Pulizzi
Doug Kessler
CMI
Velocity Partners
“As large companies
build out their
content marketing
teams, is there any
kind of activity you
think that makes
sense for them to
do with an
agency?”
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 Brands should
own their
strategy inhouse
 Execute
strategy
outside with
agencies
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9. How to build authority with freelancers?
Should the business have freelancers claim authorship, or is it
better to have a blog by the business itself with each of the
writers white-labeling the content for them?
Kristi Hines
Kikolani
I’ve seen both work…the more people
you can invite into your community,
the more they will share with your
audience.
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10. Should podcasters provide a transcript?
I don’t think people just want
to read a transcript. Reimagine it into something
that makes sense for your
customers…a book perhaps!
John Lee Dumas
EntrepreneurOnFire
PODCASTS
ARE HOT!
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11. Ways to get content from employees?
Bernie Borges
Find and Convert
More Orange
Some orange
Chapter 18: Extracting Content from Employees:
 Brands already have a ton of content
 Do a content audit with employees
 Put content from audit in story form
 Use Freewriting to help create better content
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12. How can you win more by marketing less?
 Less of product, featurebenefit and interruptive types
of marketing
 Could be a time for less
content if it becomes a quality
issue
 Focus on high-quality and
sharable…home run content!
Jay Baer
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@B2BInbound
Convince and Convert

13. Epic Content Marketing Book Page
EpicContentMarketing.com
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14. Experience The Expert Interviews Podcast
Podcast Version This Show
B2BInbound.com/Experts
The Complete Epic
Content Marketing
Interview with Joe Pulizzi:
B2BInbound.com/Epic
Subscribe on iTunes
B2BInbound.com/iTunes
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15. LEARN MORE FROM THE EXPERTS
Subscribe on iTunes
Jay Baer: Create Massively Useful
Marketing With Youtility
B2BInbound.com/iTunes
Steve Lazuka: Tools For Better Content
Mark Levy: Become A Thought Leader
Through Freewriting
Doug Kessler: Build A Great Content Brand
Kristi Hines: Build Traffic With Guest
Blogging And Blog Post Promotion
John Lee Dumas: How To Launch A
Podcast
Bernie Borges’ Social Business Engine
Digital TV Show
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Show List:
B2BInbound.com/Podcast