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5 Essentials to
Epic Content Marketing
[for Business]
Joe Pulizzi (@JoePulizzi)
Founder,
Content Marketing Institute
Author, Content Inc.
#acrolinxcc
CMI teaches marketers how to effectively
own their media channels to attract and
retain customers
CONTENT MARKETING INSTITUTE
EVENTS MAGAZINE CONSULTATION
Content Marketing World Chief Content Officer Education, Training, Advisory
@JoePulizzi
@JoePulizzi
@JoePulizzi
JEFF ROHRS CHANNELS SLIDE EXAMPLE
60+%
@JoePulizzi |
Content Marketing
Instead of communicating through
someone else’s channel, we create
and distribute
our own amazing information and
build audiences.
@JoePulizzi |
Content Marketing
The content is closely related to what
you sell – you are educating people so
that they know, like and trust you
enough to buy from you.
BUILDING ASSETS
90% OF BUSINESSES USE
CONTENT MARKETING
bitly.com/cm-research
@JoePulizzi
30%
30%
CAMPAIGNS BRAND TALK
NO CLEAR GOALS NO STRATEGY
TREATING CONTENT LIKE ADVERTISING
Effective
Content Marketers
Ineffective
Content Marketers
BUDGET
→ Effective = 37%
→ Ineffective = 16%
BUDGET
→ Effective = 37%
→ Ineffective = 16%
All Content Marketers
Plan on Spending
More Next Year
FIRST, BUILD AN AUDIENCE
THEN, MONETIZE IT
@JoePulizzi |
5 Elements
@JoePulizzi |
@JoePulizzi |
@JoePulizzi |
@JoePulizzi |
@JoePulizzi |
@JoePulizzi |
@JoePulizzi |
What do all media
companies do that you
do not with your
content?
@JoePulizzi |
@JoePulizzi |
@JoePulizzi |
@JoePulizzi |
@JoePulizzi |
@JoePulizzi |
@JoePulizzi |
Create Your Mission
Statement:
- Defined Audience
- Deliver
- Outcome
A Proven
Content Formula
WAIT FOR IT…
LOADING
(1) Content Type
(1) Main Platform
Long Period of Time
Consistent Delivery
THE BASE
CASE STUDY
@JoePulizzi
Red Bull
CASE STUDY
@JoePulizzi
Copyblogger
@JoePulizzi
ONE CONTENT TYPE
One Platform
Consistent Delivery
OVER TIME (12+ MONTHS)
@JoePulizzi |
@JoePulizzi |
@JoePulizzi |
@JoePulizzi |
@JoePulizzi
YAY!
BOO!
@JoePulizzi
@JoePulizzi
MUST HAVES
Amazing E-Newsletter
Exchange of Value
(Ebook, Research Report, Etc.)
@JoePulizzi |
@JoePulizzi |
@JoePulizzi |
@JoePulizzi
CREATE THE PLAN…
FOCUS EVERYTHING
ON BUILDING AN AUDIENCE.
CONTENT AS AN ASSET
@JoePulizzi
TAKEAWAYS
• Set Your Goals for Sales, Savings or
Sunshine
• Why Are You Using Each Channel?
• Focus On the Reader’s Outcome
• Create the Content Mission Statement
• One Content Type, One Main Channel Per
Audience
• Need an amazing E-Newsletter
and remarkable download
• Don’t Build Your House on Rented Land
• What do your subscribers do differently?
• Think About Buying vs. Building
• BE PATIENT!!!
@JoePulizzi
TAKEAWAYS
• Set Your Goals for Sales, Savings or
Sunshine
• Why Are You Using Each Channel?
• Focus On the Reader’s Outcome
• Create the Content Mission Statement
• One Content Type, One Main Channel Per
Audience
• Need an amazing E-Newsletter
and remarkable download
• Don’t Build Your House on Rented Land
• What do your subscribers do differently?
• Think About Buying vs. Building
• BE PATIENT!!!
TheStoryofContent.com
Thank You
#acrolinxcc
For Book & Podcast visit
Content-Inc.com
Joe Pulizzi
joe@contentinstitute.com

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Five Epic Content Marketing Essentials to Know - Content Connections #acrolinxcc

Editor's Notes

  1. Content marketing effectiveness
  2. Again, fast forward to 2015 and we’ve come a long way baby. Content marketing has become to defacto term for attracting and retaining customers with quality, consistent content…and building audiences that know, like and trust us.
  3. Chart of how many this is X%
  4. Bar chart – 37% versus 16%
  5. Bar chart – 37% versus 16%