Unlocking Your Content's Potential #ICC2014 Keynote

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This is Joe Pulizzi's keynote presentation at the Intelligent Content Conference 2014 #ICC2014 in San Jose. The presentation covers why content strategists need to help marketers understand their clear "why" for content marketing, and the three integrated steps to making that happen.

TODAY’S PRESENTATION:

Unlocking Your Content’s Potential
(and Driving Business)

@JoePulizzi

There Is One Key
to a Successful
Presentation

@JoePulizzi

@JoePulizzi
Image courtesy of Pooky Poetry

3

The Evolution of
Content Marketing

@JoePulizzi

91/100
http://bitly.com/cm-research

@JoePulizzi

Just 42% believe their
content marketing is effective

http://bitly.com/cm-research

@JoePulizzi

Your Sweet Spot
What You Know

What Your Prospect
Cares About

@JoePulizzi

1. You Need to Question Your Marketers on
their Content Creation (WHY?)
2. You Need to Sell Intelligent Content Based
on Sales, Savings or Sunshine.
3. Understand the New Paradigm in Marketing
– Owned Audiences are the Key!
@JoePulizzi

Joe Pulizzi
joe@contentinstitute.com
@JoePulizzi

@JoePulizzi

For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line? A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.

The Evolution of Content Marketing in the Finance Industry

Content Marketing Institute

Content marketing isn’t a new strategy for the finance industry. For many financial institutions, the value of content marketing is the same today as it was 130 years ago: It strengthens relationships with prospects and customers by building trust. But what, specifically, are financial institutions doing when it comes to content marketing — and, more importantly, what do they need to be doing to evolve and stand out? This industry has its own unique considerations, as well, such as the fact it operates in a heavily regulated industry and its customers can no longer be categorized as being interested in only business finance or only personal finance. This white paper provides an overview of the current state of content marketing in the finance industry and explores key examples that can show you ways to evolve your own program.

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