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Build Your Platform, Your Audience, and Your Business with Content Marketing
The document outlines a presentation on content marketing featuring experts Ann Handley and Joe Pulizzi, focusing on building platforms, audiences, and business value through effective content strategies. It emphasizes the need for businesses to create their own content to engage audiences and develop a content marketing strategy that delivers value. The presentation also includes case studies and highlights key metrics for measuring audience engagement and monetization.
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Build Your Platform, Your Audience, and Your Business with Content Marketing
- 1. Presented by Poweredby BUILD YOUR PLATFORM, YOUR AUDIENCE, AND YOUR BUSINESS WITH CONTENT MARKETING
- 2. Presented by Poweredby 2 Ann Handley | Chief Content Officer Joe Pulizzi | Founder MarketingProfs @annhandley Content Marketing Institute @JoePulizzi PANEL SPEAKERS The Dynamic CommunicatorTM @dynamicjill Jill Schiefelbein | Owner MODERATOR PRESENTER PRESENTER
- 3. Presented by Poweredby 3 TODAY’S AGENDA Rethinking The Way We Market Our Businesses Creating a Content Marketing Strategy Delivering Value Outside Our Products Strategizing Your Content Marketing Base Building An Audience
- 4. Presented by Poweredby 4 RETHINKING THE WAY WE MARKET OUR BUSINESSES
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- 7. Presented by Poweredby 7 CONTENT MARKETING Instead of COMMUNICATING through someone else’s channel, we CREATE and DISTRIBUTE our own AMAZING information and build audiences.
- 8. Presented by Poweredby 8 AUDIENCE-CENTRIC VERSUS BUSINESS-DRIVEN AMAZING INFORMATION = WHAT YOUR AUDIENCE VALUES
- 9. Presented by Poweredby 9 IN A NOISY WORLD, THIS IS YOUR COMPETITION
- 10. Presented by Poweredby 10 CONTENT MARKETING TRENDS Source: 2016 Content Benchmarks Study 77% of B2C orgs plan to produce more content in 2016. 76% of B2B 50% of B2C orgs plan to spend more on content in 2016. 51% of B2B
- 11. Presented by Poweredby 11 A BIGGER BOAT WE’RE GONNA NEED
- 12. Presented by Poweredby 12 ENGAGING CONTENT IS MORE ABOUT BRAINS THAN BUDGET ‘Engaging Content’ = Top Challenge *56% of B2C Source: Content Benchmarks Study
- 13. Presented by Poweredby 13 CREATING A CONTENT MARKETING STRATEGY
- 14. Presented by Poweredby 14 FIRST, BUILD AN AUDIENCE. THEN, MONETIZE IT.
- 15. Presented by Poweredby 15 ANN REARDON January 2012 100 YouTube Subscribers 2.5 Million Subscribers April 2016
- 16. Presented by Poweredby 16 EVERYONE STOPS AT THE SWEET SPOT… HARDLY ANYONE TILTS THE CONTENT.
- 17. Presented by Poweredby 17
- 18. Presented by Poweredby 18 FOOD SCIENTIST IMPOSSIBLE FOOD CREATIONS CONTENT TILT AUDIENCE EDUCATION
- 19. Presented by Poweredby 19
- 20. Presented by Poweredby 20 DELIVERING VALUE OUTSIDE YOUR PRODUCTS
- 21. Presented by Poweredby 21 CREATE A CONTENT MARKETING MISSION STATEMENT
- 22. Presented by Poweredby 22 THREE STEPS TO CREATING YOUR MISSION STATEMENT Core Target Audience “Welcome to Digital Photography School – a website with simple tips to help digital camera owners get the most out of their cameras.” What Will Be Delivered The Outcome For the Audience 1 2 3
- 23. Presented by Poweredby 23 CASE STUDY: INDIUM CORPORATION BLOGS
- 24. Presented by Poweredby 24 HAVE A RECOGNIZABLE PERSPECTIVE AND POINT OF VIEW
- 25. Presented by Poweredby 25 THEY LEAD THEM. SMART COMPANIES DON’T FOLLOW TRENDS.
- 26. Presented by Poweredby 26 STRATEGIZING YOUR CONTENT MARKETING BASE
- 27. Presented by Poweredby 27
- 28. Presented by Poweredby 28 CASE STUDY: COPYBLOGGER
- 29. Presented by Poweredby 29 YOUR CONTENT MARKETING BASE
- 30. Presented by Poweredby 30 BUILDING YOUR AUDIENCE
- 31. Presented by Poweredby 31 CASE STUDY: FACEBOOK & GOOGLE+
- 32. Presented by Poweredby 32 CASE STUDY: SOUNDCLOUD & SLACK 74.4 K
- 33. Presented by Poweredby 33 FOCUS ON SUBSCRIBERS AS A KEY METRIC
- 34. Presented by Poweredby 34 YAY! BOO! ^ ^
- 35. Presented by Poweredby 35
- 36. Presented by Poweredby 36 MUST HAVES Amazing E-Newsletter Exchange of Value Ebook, Research Report, etc.
- 37. Presented by Poweredby 37 WHAT’S THE DIFFERENCE BETWEEN... THOSE WHO SUBSCRIBE TO MY CONTENT AND THOSE WHO DON’T?
- 38. Presented by Poweredby 38 CASE STUDY: JOHN DEERE’S THE FURROW
- 39. Presented by Poweredby 39 CONTENT MARKETING AND MONETIZATION
- 40. Presented by Poweredby 40 BE THE LEADING EXPERT IN YOUR NICHE A LOYAL AUDIENCE LEADS TO REVENUE!
- 41. Presented by Poweredby 41 Q&A
- 42. Presented by Poweredby 42 CLOSING THOUGHTS Ann Handley Chief Content Officer MarketingProfs @annhandley Joe Pulizzi Founder Content Marketing Institute @JoePulizzi
- 43. Presented by Poweredby 43 MORE GREAT THINGS TO COME Look out for the recording in your inbox coming soon Today: Part 3 of 4 in the Entrepreneur Biz Tech Webinar Series made possible by Comcast Business Find out what’s next and register at entrepreneur.com/ events
- 44. Presented by Poweredby 44 THANK YOU Want More Information? Find ideas, solutions and perspectives from experts and real business owners at Comcast Business cbcommunity.comcast.com