Do you ever wonder whether your current B2B content marketing investments are optimized and how these efforts compare to your peers and best practice leaders?

1. JOE PULIZZI, CEO
http://www.contentmarketinginstitute.com
Twitter: @juntajoe
TOM PISELLO, Chairman & Founder
http://www.alinean.com
Twitter: @tpisello
Content Marketing: How do you Compare?
Research and Tools to Take your Content Marketing to the Next Level

2. Agenda
• Trends, Research and What to Do About It?
• How do You Compare? Content Marketing Assessment Tool
• Next Steps
• Questions & Answers
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3. Content Marketing
Trends, Research and
What To Do About It
Joe Pulizzi
Executive Director, Content Marketing Institute
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4. Are
Marketers
Publishers?
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11. Publishing Is?
• Publishingis the process of production and
dissemination of information – the activity of
making information available for public
view.
http://en.wikipedia.org/wiki/Publisher
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12. Former Barriers to Entry
• Content Acceptance
• Talent
• Technology
• Databases
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13. The Difference?
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Shutterstock
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15. Content Marketing is…
Marketers as Publishers
Owning the media, not Renting the media
Attract and/or retain customers by creating
/curating valuable and compelling content on a
consistent basis to maintain or change a
behavior.
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18. Participant Demographics
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20. Content Marketing Budgets
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21. Content Marketing Spending Growth
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Shutterstock
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Shutterstock
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26. Content Marketing
How do You Compare?
Tom Pisello
Chairman & Founder, Alinean, Inc.
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27. Content Marketing Assessment Tool
• For Marketers
– Confirm content marketing spending, tactics and effectiveness
– Identify improvement opportunities
– Get advice on recommended improvements
• For Consultants / Agencies
– Engage prospects with provocative insights
– Deliver consultative advice based on research insights
• Goal: Make the research dynamic / personalized for every organization
– Provide specific peer comparisons – to averages and leaders
– Illuminate only relevant opportunities for improvement
– Deliver specific recommendations to help improve content marketing
effectiveness and ROI
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28. Gives & Gets
• Give
– 8 to 10 minutes
– 26 questions
• Get
– 26 page research report
– Completely customized for you
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29. Accessing the Tool
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30. Getting Started
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31. Organization Profile
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32. Go-To-Market Profile
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33. Goals and Measurement
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34. Management
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35. Strategy
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36. Spending
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37. Effectiveness
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38. Assessment Results
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39. Personalized Research / Analysis Report
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40. Tool Tips and Tricks
• Use Tip Help (i) icons
• If a group, answer as a group
– Workshop
– Use collaborate button to share input / results asynchronously
• Don’t focus on issues alone …. Kudos are in order!
• For most relevant insight / advice
– Can do Overall Company, however ….
– Best used for each Business Unit vs. Overall Company
• Track over time
– Report card vs. prior reports
– Benchmarks updated every quarter
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41. Next Steps
• Take the personalized content marketing assessment:
http://www.contentmarketinginstitute.com/assessment/
• Get answers to 50 common content marketing
questions:
http://bit.ly/50contentquestions
• Content Marketing World: September 6 - 8
http://www.contentmarketingworld.com/
• Contact us for a complimentary 30-minute
consultation:
Robert@junta42.com
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42. Q&A
http://www.contentmarketinginstitute.com/assessment/
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