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  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
@juntajoe




        TODAY’S AGENDA
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Good to Great Content Marketing - American Marketing Association
Good to Great Content Marketing - American Marketing Association
Good to Great Content Marketing - American Marketing Association
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Example of
 trying…
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I see the future
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Red Bull – The Media Co.
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Underwritten by
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54%
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Why Are We Here?
   Just 36% believe their
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Our Biggest Content
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that Engages
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THE PROBLEM WITH


WHAT?
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WHY?
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Why?
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                        Search Engine
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          Content Marketing
              Mission

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  What Separates the
Good to Great
Content Marketers
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The Niche, Non-Sales
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Story Explosion
@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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The Chief Storyteller
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The Content Marketing Team
Typical roles within your existing team…
@juntajoe




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Example….

            Todd Wheatland
            VP of Thought Leadership
            Kelly Services
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Example…
           Rob Yoegel
           Content Marketing Director
           Monetate
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Leveraging Employees
 in Content Creation
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The Guide
@juntajoe

   Marcus Sheridan
CEO, River Pools & Spas
@juntajoe


                  2007

• $4.5 million in Sales
• $250,000 advertising spend
@juntajoe

                   2007
• $4.5 million in Sales
• $250,000 advertising spend

                   2011
• Sold more fiberglass swimming pools than any
  other pool retailer in North America.
• $40,000 in advertising spend
• Won 15% more bids
• Cut sales cycle in half.
@juntajoe
@juntajoe


75,000 visits per month
@juntajoe


Yep, David vs. Goliath is Real
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Building Content Expertise
   through Community
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Deliver content at all the right stages of the buying process
              to attract and retain customers.




 Subscribers continually show positive behaviors
throughout the year - purchase, sharing, attending
          web events, subscribing, etc.
@juntajoe
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A Rising Tide Lifts All Ships
@juntajoe
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Define Your Hit List of Influencers
@juntajoe
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• Last five years
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 Get Uncomfortable:
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 the road, you are not
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                           http://taylordowns.com
@juntajoe




           November 7-8, 2012 Cleveland, OH




November 15, 2012                    4-5-6 March, 2013
  New York, NY                       Sydney, Australia
@juntajoe




                        Joe Pulizzi
    joe@contentinstitute.com • @juntajoe on Twitter




Week of Sept. 9, 2013
 CLEVELAND, OH

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Good to Great Content Marketing - American Marketing Association

Editor's Notes

  1. 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.
  2. 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.
  3. 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.
  4. – 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
  5. 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.
  6. 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.
  7. 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.
  8. 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.