content marketing with joe pulizzi - 6.21.12

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GOOD to GREAT

Content MarketingJoe 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 – 90 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

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Barriers to Entry are Gone

• Content Acceptance

• Talent

• Technology

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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 DidnerIntel

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Search Engine Optimization

LeadGeneration

Social Media

STORYTELLINGSTORYTELLINGSTORYTELLINGSTORYTELLING

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http://bit.ly/2012cmtrends

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http://bit.ly/2012cmtrends

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http://bit.ly/2012cmtrends

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http://bit.ly/2012cmtrends

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Shutterstock

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Shutterstock

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THE PROBLEM WITH

WHAT?

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(the planning of the “what”) must always precede the tactics (the

“what” and “how”)

STRATEGY

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WHY?

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Why?

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Search Engine Optimization

LeadGeneration

Social Media

YOUR UNIQUE STORY(authority to publish)

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BusinessPurpose

HigherPurpose

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HIGHERPURPOSEHIGHER

PURPOSE

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Five Content Types that Separate the

Good to Great Content Marketers

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The Niche, Non-Sales Content Platform

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Story Explosion

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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 TeamTypical roles within your existing team…

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Social MediaPublic Relations

MarketingEmailMobileSearch

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Example….

Todd WheatlandVP of Thought LeadershipKelly Services

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Example…

Rob YoegelContent Marketing DirectorMonetate

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Leveraging Employeesin Content Creation

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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

@juntajoe

AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

@juntajoe

AWARENESS

SEO

NURTURING

LEAD NURTURING

PUBLIC RELATIONS

EMAIL

CRM / SOCIAL

LOYALTY PROGRAM

CUSTOMER EVENTS

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Building the Content Community

(a focus on referral traffic)

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GOOGLE ALERTS- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List

GOOGLE ALERTS- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List

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

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Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter