The document outlines a content marketing seminar led by Joe Pulizzi, emphasizing the transformation of marketers into publishers. It highlights six characteristics that differentiate great content marketers, focusing on niche content, storytelling, and community engagement. The importance of compelling content and innovative strategies for leveraging technology and talent in content marketing is also discussed.

1. Good to Great Content Marketing Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute Co-Author, Get Content Get Customers and Managing Content Marketing

2. To help transform marketers into publishers. Less renting, more owning. EVENTS MEDIA CONSULTING Sept 4-6, 2012 Columbus, OH

3. Today’s Agenda Brief History of Content Marketing The Latest Research on What’s Happening in Content Marketing Six content activities that separate the Good from the Great in Content Q&A

8. Barriers to Entry are Gone Content Acceptance Talent Technology

9. 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

10. Content Marketing

11. The Difference? Marketers Publishers/Media

12. The Difference? Marketers Publishers/Media

13. Search Engine Optimization Lead Generation Social Media STORYTELLING

14. CONTENT 2020 – COCA-COLA

15. http://bit.ly/2012cmtrends

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20. 60% http://bit.ly/2012cmtrends

21. Shutterstock

22. Shutterstock

24. 50/50

25. Six Characteristics that Separate the Good to Great Content Marketers

26. #1 The Focused, Non-Sales Content Mission & Platform

30. Go Broad in a SUPER NICHE Not just Pets Issues pertaining to pet owners who like to travel with their dogs.

31. Pets Issues pertaining to pet owners who like to travel with their dogs.

32. #2 Opening Up New Content/Media Markets

40. #3 The Chief Storyteller

41. The content marketing team…. Typical roles within your existing team…

42. Social Media Public Relations Marketing Email Mobile Search

43. Example…. Joe Chernov Vice President, Content Marketing Eloqua “ Joe is responsible for identifying, sourcing and distributing Eloqua’s market-facing content over all relevant social channels. He also oversees public relations, analyst relations and social media. Joe doubles as @eloqua on Twitter. He co-chairs the Word of Mouth Marketing Association’s member ethics panel and speaks at conferences and universities about social media and marketing ethics.”

44. Example…. Rob Yoegel Content Marketing Director Monetate

45. #4 Leveraging Employees in Content Creation

50. Average 24 posts per week/90% participation. 850% increase in site visitors in last 18 months. 10,000+ enewsletter subscribers with 25% open rate. Over 1,000 published blogs, articles, videos and podcasts. More Closed Business, Shorter Sales Cycles

51. #5 Removing the Brand from the Story

56. BEFORE THE LAST ONE, A QUESTION: In two years, what company will be responsible for the most original content production in the world?

58. #6 Building the Influencer or Customer Community (a focus on referral traffic)

62. http://bit.ly/2012cmtrends

64. Google External Tool

65. Google Alerts - Listen to Share Relevant Content - Listen for Story Ideas - Listen to Build Your Influencer List

67. Social Media 4-1-1

71. THE LAST SLIDE THINKING LIKE A PUBLISHER Choose a niche you can become the leading expert in the world at. Develop AND share the best multi-channel content on the planet. Remove YOU from the story as much as possible…it will travel farther.

72. Joe Pulizzi [email_address] • @juntajoe on Twitter THANK YOU September 4 – 6, 2012 – Columbus, Ohio CODE “JUNTAJOE” TO SAVE $100