SlideShare a Scribd company logo
@juntajoe




GOOD to GREAT
Content Marketing
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 – 90 Slides in 45 Minutes!
• Brief History of Content Marketing
• The Latest Research
• The Problem with “What?”
• Five content activities that Separate the
  Good from the Great in Content
• Q&A
Best Practices in Content Marketing - Australia
Best Practices in Content Marketing - Australia
Best Practices in Content Marketing - Australia
@juntajoe
@juntajoe




 Barriers to Entry are Gone
• Content Acceptance
• Talent
• Technology
@juntajoe



        As Heard Recently…
“We cannot accomplish our
goals without compelling
and relevant content for our
customers. If we don’t, they
will not come back.”


Pam Didner
Intel
@juntajoe
@juntajoe
@juntajoe
@juntajoe




                        Search Engine
Social Media             Optimization
          STORYTELLING


             Lead
           Generation
@juntajoe
POLL

What is your biggest content
  marketing challenge?
@juntajoe




http://bit.ly/2012cmtrends
@juntajoe




http://bit.ly/2012cmtrends
@juntajoe




http://bit.ly/2012cmtrends
@juntajoe




http://bit.ly/2012cmtrends
@juntajoe




http://bit.ly/2012cmtrends
@juntajoe




 Shutterstock
@juntajoe




 Shutterstock
@juntajoe
@juntajoe
@juntajoe




THE PROBLEM WITH


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




    STRATEGY
    (the planning of the “what”)
must always precede the tactics (the
         “what” and “how”)
@juntajoe




WHY?
@juntajoe
@juntajoe
@juntajoe
@juntajoe


Why?
@juntajoe




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


             Lead
           Generation
@juntajoe




Business    Higher
Purpose    Purpose
@juntajoe
@juntajoe




 HIGHER
PURPOSE
@juntajoe




  Five Content Types
   that Separate the
Good to Great
Content Marketers
@juntajoe




The Niche, Non-Sales
  Content Platform
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@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




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




Example…
           Rob Yoegel
           Content Marketing Director
           Monetate
@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
        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
        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
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
    LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
@juntajoe




Building the Content
     Community
(a focus on referral traffic)
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




•   Higher Purpose Calling
•   Understand the “reader” like a publisher does.
•   The Story Platform
•   Remove “You” from the Story
•   Get Your Community Involved
@juntajoe




•   4-5-6 March 2013
•   Sheraton On the Park, Sydney
•   http://sydney.contentmarketingworld.com
•   CODE: GOTOWEBINAR for 100 AUD Discount
@juntajoe




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

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