content marketing before social media
Post on 21-Oct-2014
3.610 views
DESCRIPTION
Presentation given by Joe Pulizzi of the Content Marketing Institute to Social Media Club Cleveland at Hyland Software. Presentation discusses why a content strategy must come before social media and includes one great case study on OpenView Venture Partners.TRANSCRIPT
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Content Marketing BeforeSocial Media
Joe PulizziExecutive Director, Content Marketing InstituteCo-Author, Get Content Get Customers
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Content Marketing
About Joe Pulizzi (@juntajoe)
September 6-8, 2011
joepulizzi.com/bio
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Content Marketing
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…a little history
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The Leading Expert on
Farming and Farm Equipment
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Are Marketers Publishers?
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Shutterstock
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Shutterstock
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Shutterstock
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The Trusted Resource…everywhere
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Content Marketing
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Marketers as Publishers
Owning the media, not Renting the media
Attract and/or retain customers by creating /curating valuable and compelling content on a
consistent basis to maintain or change a behavior (multichannel)
Content Marketing is…
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The Difference?Marketers Publishers
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The Difference?Marketers Publishers
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Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING“must have content”
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Shutterstock
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Content Strategy before
Social Media
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Engaging with Content
73% of consumers prefer to get information from a company in the form of a collection of helpful articles over an advertisement or offer.
61% are more likely to buy.
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Average 24 posts per week/90% participation.
34,000 visitors a month (850% increase in 18
months)
6,200 enewsletter subscribers with 25% open
rate.
Over 1,000 published blogs, articles, videos and
podcasts.
Coverage in BNET and the Wall Street Journal
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CHIEF EDITOR
Story/Reader FocusedNot Tool Focused
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How-To Articles
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Expert Interviews
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Create the News
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Similar Situation Stories
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Reports/Studies
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Free Tools
http://www.contentmarketinginstitute.com/assessment/
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THE LAST SLIDE:THINKING LIKE A PUBLISHER
• What does your audience really need to know? (pain points)
• Share awesome stuff (the best in your industry).
• It’s almost never about you.
• At least 5 to 1.