Content Marketing with Joe Pulizzi - 6.21.12
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The document discusses strategies for content marketing and separating good content marketing from great content marketing. It identifies five types of content that can help achieve this: niche non-sales content platforms, story explosions, having a chief storyteller, leveraging employees in content creation, and building a content community. The presentation emphasizes the importance of strategy before tactics and having a higher purpose beyond sales. It provides examples of how different companies have structured their content marketing teams.
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Content Marketing with Joe Pulizzi - 6.21.12
- 1. @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
- 2. @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
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- 7. @juntajoe Barriers to Entry are Gone • Content Acceptance • Talent • Technology
- 8. @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
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- 12. @juntajoe Search Engine Social Media Optimization STORYTELLING Lead Generation
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- 27. @juntajoe STRATEGY (the planning of the “what”) must always precede the tactics (the “what” and “how”)
- 28. @juntajoe WHY?
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- 35. @juntajoe Why?
- 36. @juntajoe Search Engine Social Media Optimization YOUR UNIQUE STORY (authority to publish) Lead Generation
- 37. @juntajoe Business Higher Purpose Purpose
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- 40. @juntajoe Five Content Types that Separate the Good to Great Content Marketers
- 41. @juntajoe The Niche, Non-Sales Content Platform
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- 50. @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
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- 54. @juntajoe The Content Marketing Team Typical roles within your existing team…
- 55. @juntajoe Social Media Public Relations Marketing Email Mobile Search
- 56. @juntajoe Example…. Todd Wheatland VP of Thought Leadership Kelly Services
- 57. @juntajoe Example… Rob Yoegel Content Marketing Director Monetate
- 58. @juntajoe Leveraging Employees in Content Creation
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- 64. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
- 65. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
- 66. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
- 67. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
- 68. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
- 69. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
- 70. @juntajoe AWARENESS SEO PUBLIC RELATIONS NURTURING EMAIL LEAD NURTURING CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
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- 72. @juntajoe Building the Content Community (a focus on referral traffic)
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- 77. @juntajoe GOOGLE ALERTS - Listen to Share Relevant Content - Listen for Story Ideas - Listen to Build Your Influencer List
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- 83. @juntajoe • Higher Purpose Calling • Understand the “reader” like a publisher does. • The Story Platform • Remove “You” from the Story • Get Your Community Involved
- 84. @juntajoe Joe Pulizzi joe@contentinstitute.com • @juntajoe on Twitter
Editor's Notes
- And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- – 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
- And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- And let ’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.