SlideShare a Scribd company logo
Good to Great
Content Marketing
Creating Powerful Content that Grows Your Business
@JoePulizzi
Hi, I’m Joe Pulizzi @JoePulizzi
3
4
$39,400
5
@JoePulizzi
6
Small Business Content Marketing Workshop - Good to Great
@JoePulizzi
8
@JoePulizzi
Search Engine
Optimization
Lead
Generation
Social Media
STORYTELLING
9
@JoePulizzi
Example of
trying…
10
@JoePulizzi
@JoePulizzi
12
@JoePulizzi
13
@JoePulizzi
@JoePulizzi
You Don’t Need to
be Coca-Cola or
Red Bull…
15
@JoePulizzi
Marcus Sheridan
CEO, River Pools & Spas
@JoePulizzi
2007
• $4.5 million in Sales
• $250,000 advertising spend
@JoePulizzi
2007
• $4.5 million in Sales
• $250,000 advertising spend
2009
• Within Days of Bankruptcy
@JoePulizzi
2007
• $4.5 million in Sales
• $250,000 advertising spend
• 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.
2011
@JoePulizzi
@JoePulizzi
75,000 visits per month
@JoePulizzi
Yep, David vs. Goliath is Real
@JoePulizzi
Show Me the
Research!
23
@JoePulizzi
24
http://bitly.com/cm-research
@JoePulizzi
Source: sodahead.com
@JoePulizzi
26
@JoePulizzi
27
31%Budget
@JoePulizzi
28
57%Increasing
@JoePulizzi
Just 34% believe their content
marketing is effective
29
@JoePulizzi
Our Biggest Content
Marketing Challenge
• Producing Enough Content
• Producing the Kind of Content
that Engages
30
@JoePulizzi
THE PROBLEM WITH
WHAT?
31
@JoePulizzi
32
@JoePulizzi
33
@JoePulizzi
34
@JoePulizzi
35
@JoePulizzi
WHY?
@JoePulizzi
Find Your Why
There Are Two
@JoePulizzi
A year from
now, what’s
different?
@JoePulizzi
Return on Objective
• Is the content driving sales?
• Is the content saving costs?
• Is the content making our
customers happier, thus
helping with retention?
@JoePulizzi
Managing Content Marketing
My Goal: Impact on
Sales, Costs or Retention
• Primary indicators for my
CXO and my board.
• Secondary indicators for
influencers and for managers.
• User indicators – for my “on
the ground team”.
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
@JoePulizzi
Create a Content
Marketing Mission
@JoePulizzi
Why?
@JoePulizzi
Why?Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.
@JoePulizzi
Why?Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.
1. Core Target Audience
2. What Will Be Delivered
3. The Outcome for the
Audience
@JoePulizzi
Assignment: Your
Content Marketing
Mission Statement
@JoePulizzi
Activity
• Define the who?
• What are their pain points?
• What can you deliver that is truly
remarkable to that person?
• What do you want them to accomplish?
• What do you need to accomplish?
@JoePulizzi
Don’t Start with
Channel First
(but be great at one channel)
@JoePulizzi
@JoePulizzi
1. Situational Analysis – Be THE educational resource for
marketers. TO DO: Recruit influencers, editorial team, SEO
specialist.
2. Channel Objectives – Subscriber growth, Sharing that
leads to search traction, Event signups.
3. Content Plan – Answering content marketing questions
that aren’t being answered anywhere else. Challenging the
community. Advancing the practice.
4. Metrics – Subscribers, Sharing metrics, Search
indicators, referrals to event site.
5. Personas – “Doing” marketers at enterprise-level
companies.
6. Editorial Calendar – Morning post, one per day.
Instructional tone. Varied influencers.
@JoePulizzi
Highly Atomized Within 5 Key Topic Areas
At least 20 unique pieces of content for each of 100+ keywords per year.
@JoePulizzi
Focus on Subscription
@JoePulizzi
@JoePulizzi
Tool: Pippity
@JoePulizzi
62
@JoePulizzi
What is the difference
between those who
engage in your
content and those that
don’t?
@JoePulizzi
90%
@JoePulizzi
Building Audiences:
Use Social Media 4-1-1
@JoePulizzi
66
@JoePulizzi
Sales
Content
Marketing
Influencer
Sharing
@JoePulizzi
@JoePulizzi
Leverage SlideShare
@JoePulizzi
70 Design ©2012 Social Media Examiner, Content
Copyright Presenter • Do not distribute
@JoePulizzi
71 Design ©2012 Social Media Examiner, Content
Copyright Presenter • Do not distribute
@JoePulizzi
1. Watch Content 2020
2. Create a Content Marketing Mission Statement
3. Be the Leading Information Expert in Your Industry
4. Focus on Useful Content
5. Answer Customer Questions
6. Multiple Outputs Per Story Idea
7. Focus on Subscription
8. Leverage SlideShare
9. Start Partnering with Influencers
10. Use Social Media 4-1-1
@JoePulizzi
Get Uncomfortable:
If you don’t feel like
you are going to run off
the road, you are not
driving fast enough.
- Mario Andretti
http://taylordowns.com
73
@JoePulizzi
Joe Pulizzi
joe@contentinstitute.com • @JoePulizzi on Twitter
Sept. 9-12, 2013
CLEVELAND
CONVENTION CENTER
Available Now on Pre-Order 74

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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. 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.
  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.