content marketing tips and trends - funnel 2012 australia - pulizzi

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The Content Marketing Revolution: Trends and Tips for Content Marketing Success

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Australia: 1800 451 485New Zealand: 0800 42 4874 www.gotomeeting.com.au

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Presenter: Joe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing World

Co-Author, Get Content Get Customers and Managing Content Marketing

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TODAY’S AGENDA

• Move Fast – 60+ Slides in 35 Minutes!• Brief History of Content Marketing• The Latest B2B Research• The Problem with “What?”• Content Marketing Tips & Trends (attract)

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CONTENTMARKETING

@juntajoeTHE DIFFERENCE?

MARKETERS PUBLISHERS/MEDIA

@juntajoeTHE DIFFERENCE?

MARKETERS PUBLISHERS/MEDIA

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Search Engine Optimization

LeadGeneration

Social Media

STORYTELLING

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Example of trying…

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I see the future and it is

____________

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Red Bull – The Media Co.

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Sponsored by

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54%Increasing

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Why Are We Here?Just 36% believe their

content marketing is effective

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Our Biggest Content Marketing Challenge

• Producing Enough Content• Producing the Kind of Content

that Engages

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THE PROBLEM WITH

WHAT?

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WRONG QUESTION

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WHY?Tell a Different Story, Not

the Same Story Incrementally Better

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Search Engine Optimization

LeadGeneration

Social Media

Why?

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Why?

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Content Marketing Trends

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The Niche, Non-Sales Content Platform

&A Clear Mission

#1

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Enabling Women to Have More Quality Time with

Their Families

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Enabling Teen Girls to Be More Confident with

Their Sexuality

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Help Engineers Answer the Most Challenging

Industrial Solder Questions

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Help Engineers Answer the Most Challenging

Industrial Solder Questions

600% Jump In LeadsRick Short – “Get Engineers Talking to

Engineers”

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Help early-stage tech companies with great

ideas that will help them build great companies

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The Chief Storyteller#2

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The Content Marketing TeamTypical roles within your existing team…

Chief Content Officer

Managing Editors

Content Producers

Chief Listening Officers

Content Creators

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Social MediaPublic Relations

MarketingEmailMobileSearch

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Example….

Todd WheatlandVP of Thought LeadershipKelly Services

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Leveraging Employeesin Content Creation

#3

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AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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Building Content Expertise through Community

#4

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GIVE CONTENT GIFTS

A Rising Tide Lifts All Ships

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SOCIAL MEDIA 4-1-1

Define Your Hit List of Influencers

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BRICKS & FEATHERS

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Both Bricks & Feathers• Use Feathers to Promote Bricks

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PLAN REPURPOSING

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Paid Events Paid Content

.COM Email Webinars Magazine

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THE LAST SLIDE!Get Uncomfortable:

If you don’t feel like you are going to run off the road, you are not driving fast enough.

http://taylordowns.com

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• 4-5-6 March 2013• Sheraton On the Park, Sydney• http://sydney.contentmarketingworld.com• CODE: GOTOWEBINAR for 100 AUD Discount

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Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter

THANK YOU

Week of Sept. 9, 2013 CLEVELAND, OH

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Thank you for attending (and interacting)

See you at our next webinars:

Practical Steps to Build your Social Media Influence and Leadership

Wednesday, 28 November at 1PM Australian EDTGihan Perera, Internet Coach & Author

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