content marketing 2.0 - beyond the basics - cleveland ama
Post on 15-Sep-2014
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DESCRIPTION
A presentation given by Joe Pulizzi to the Cleveland chapter of the AMA (American Marketing Association). The presentation covered 10 non-basic steps to get your content marketing off the ground and attracting and retaining customers.TRANSCRIPT
![Page 1: Content Marketing 2.0 - Beyond the Basics - Cleveland AMA](https://reader034.vdocument.in/reader034/viewer/2022042813/541673287bef0ac1768b84fd/html5/thumbnails/1.jpg)
@JoePulizzi
JOE PULIZZI’S PRESENTATION:
Content Marketing 2.0: Beyond the Basics in 10 Steps
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@JoePulizzi
Content Marketing InstituteCMI teaches marketers how to effectively own their media channels to attract and retain customers.
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@JoePulizzi
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@JoePulizzi
There Is One Keyto a Successful
Presentation
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@JoePulizzi 5
Image courtesy of Pooky Poetry
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@JoePulizzi
1
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@JoePulizzi
The Evolution ofContent Marketing
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
91/100
http://bitly.com/cm-research
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@JoePulizzi sodahead.com
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@JoePulizzi
Just 42% believe their content marketing is effective
http://bitly.com/cm-research
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@JoePulizzi
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@JoePulizzi
How Many of You Have a Documented Content Marketing
Strategy?
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@JoePulizzi
http://bitly.com/cm-research
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
Fill a Need &Find Your Why
Tip #1
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@JoePulizzi
Enabling Women to Have More Quality Time with
Their Families
25
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@JoePulizzi
Help Engineers Answer the Most Challenging
Industrial Solder Questions
27
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@JoePulizzi
Search Engine Optimization
LeadGeneration
Social Media
INDIUM CONTENT
28
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@JoePulizzi
Your Sweet Spot
What You Know
What Your ProspectCares About
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@JoePulizzi
Create a Content Marketing Mission
30
Tip #2
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@JoePulizzi
Why?
31
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@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 Audience2. What Will Be Delivered3. The Outcome for the
Audience32
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@JoePulizzi
THE CONTENTBRAND
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@JoePulizzi
Why?
34
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@JoePulizzi
Why?OpenView Labs is Dedicated to Helping Entrepreneurs Build Great Companies.
35
1. Who?2. What’s the Outcome?3. How?
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@JoePulizzi
We have nothing to talk about that will
engage our customers
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
Publicly Answer Your Customers’ Questions
39
Tip #3
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@JoePulizzi
Marcus SheridanCEO, River Pools & Spas
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@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
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
Focus on Subscribers As a Key Metric
Tip #4
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@JoePulizzi
What’s the difference between those who
subscribe to my content and those that don’t?
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@JoePulizzi
BUILDING AUDIENCE
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@JoePulizzi
Build an Influencer List
Tip #5
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@JoePulizzi
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@JoePulizzi
Use the Social Media4-1-1 Program
54
Tip #6
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@JoePulizzi
4 - 1 - 1Sales
Content Marketing
InfluencerSharing
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@JoePulizzi
Bake Influencers Into Your Content
Tip #7
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
Create an Engine to Get and Keep Subscribers
Tip #8
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@JoePulizzi
Don’t Overcomplicate
Tip #9
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@JoePulizzi
Mid-sized CMS company – large considered purchase ($100k to $200k)“okay, we’ll try this content marketing thing”
BUT, customer acquisition was
1.2x the cost1.5x as long
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@JoePulizzi
“wait for it....”
Customer AcquisitionSpent 2X as muchStayed 5X as long2X more likely to share
Creating Better Customers
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@JoePulizzi
Persona #1 Building a Better Business/Thought Leadership
Webinar
How-To-Webinar
eBook/White Paper Version of Webinar (10 Steps)
CTAs in Report (Landing
Page/Phone #)
Attended
Attended
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@JoePulizzi
Get Your Marketing Objectives in Order
Tip #10
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
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@JoePulizzi
TAKEAWAYS1. Find Your Why2. Create a Content Marketing Mission Statement3. Publicly Answer Your Customers’ Questions4. Focus on Subscribers as a Key Metric5. Build an Influencer List6. Use Social Media 4-1-17. Bake Influencers Into Your Content8. Create an Engine to Get and Keep Subscribers9. Leverage SlideShare10.Create a Why for Each Content Channel
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@JoePulizzi
1