SlideShare a Scribd company logo
@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
@juntajoe




        TODAY’S AGENDA
• Move Fast – 75+ 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
Good to Great Content Marketing
Good to Great Content Marketing
Good to Great Content Marketing
@juntajoe
@juntajoe




 Barriers to Entry are Gone
• Content Acceptance
• Talent
• Technology
@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
@juntajoe
@juntajoe
@juntajoe
@juntajoe




                        Search Engine
Social Media             Optimization
          STORYTELLING


             Lead
           Generation
@juntajoe
@juntajoe




http://bit.ly/2012cmtrends
@juntajoe




http://bit.ly/2012cmtrends
@juntajoe




http://bit.ly/2012cmtrends
@juntajoe




http://bit.ly/2012cmtrends
@juntajoe




http://bit.ly/2012cmtrends
@juntajoe




 Shutterstock
@juntajoe




 Shutterstock
@juntajoe
@juntajoe
@juntajoe




THE PROBLEM WITH


WHAT?
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




    STRATEGY
   (the planning of the “what”)
must always precede the tactics (the
        “what” and “how”)
@juntajoe




WHY?
@juntajoe
@juntajoe
@juntajoe
@juntajoe


Why?
@juntajoe




                                 Search Engine
Social Media                      Optimization
        YOUR UNIQUE STORY
               (authority to publish)


             Lead
           Generation
@juntajoe




Business    Higher
Purpose    Purpose
@juntajoe
@juntajoe




 HIGHER
PURPOSE
@juntajoe




  Five Content Types
   that Separate the
Good to Great
Content Marketers
@juntajoe




The Niche, Non-Sales
  Content Platform
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




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
@juntajoe
@juntajoe
@juntajoe




The Chief Storyteller
@juntajoe



The Content Marketing Team
Typical roles within your existing team…
@juntajoe




 Social Media
Public Relations
  Marketing
     Email
     Mobile
    Search
@juntajoe




Example….

            Todd Wheatland
            VP of Thought Leadership
            Kelly Services
@juntajoe




Example…
           Rob Yoegel
           Content Marketing Director
           Monetate
@juntajoe




Leveraging Employees
 in Content Creation
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
   LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
   LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
   LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
   LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
    LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
    LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe
        AWARENESS
             SEO
   PUBLIC RELATIONS

     NURTURING

        EMAIL
LEAD NURTURING




        CRM / SOCIAL
   LOYALTY PROGRAM


    CUSTOMER EVENTS
@juntajoe




Building the Content
    Community
(a focus on referral traffic)
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




•   Higher Purpose Calling
•   Understand the “reader” like a publisher does.
•   The Story Platform
•   Remove “You” from the Story
•   Get Your Community Involved
@juntajoe




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

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Good to Great Content Marketing

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.