content marketing for manufacturers and engineers - cfe media
Post on 15-Sep-2014
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DESCRIPTION
Presentation from Joe Pulizzi, Content Marketing Institute, for CFE Media, focusing on content marketing in the manufacturing and engineering space.TRANSCRIPT
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@juntajoe
Content MarketingGiving Away Your Secret Sauce
Joe PulizziFounder, Content Marketing Institute
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@juntajoe
Joe Pulizzi (@juntajoe)
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@juntajoe
CONTENTMARKETING
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@juntajoe
THE DIFFERENCE?
MARKETERS PUBLISHERS/MEDIA
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@juntajoe
THE DIFFERENCE?
MARKETERS PUBLISHERS/MEDIA
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@juntajoe
Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
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@juntajoe
Example of trying…
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@juntajoe
I see the future and it is
____________
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Red Bull – The Media Co.
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@juntajoe
Show Me the Research!
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@juntajoe
54%Increasing
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@juntajoe
Why Are We Here?Just 36% believe their
content marketing is effective
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@juntajoe
Our Biggest Content Marketing Challenge
• Producing Enough Content• Producing the Kind of Content
that Engages
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@juntajoe
THE PROBLEM WITH
WHAT?
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@juntajoe
WRONG QUESTION
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WHY?
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@juntajoe
Search Engine Optimization
LeadGeneration
Social Media
Content MarketingMission
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Why?
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@juntajoe
Enabling Women to Have More Quality Time with
Their Families
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Enabling Teen Girls to Be More Confident with
Their Bodies
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Helping Men Become Better Men
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@juntajoe
Help Engineers Answer the Most Challenging
Industrial Solder Questions
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@juntajoe
Help Engineers Answer the Most Challenging
Industrial Solder Questions
600% Jump In LeadsRick Short – “Get Engineers Talking to
Engineers”
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@juntajoe
Why?
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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.
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@juntajoe
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
Audience
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@juntajoe
Story Explosion
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@juntajoe
Content Marketing Approach:Highly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per year.
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Managing the Process
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@juntajoe
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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@juntajoe
Social MediaPublic RelationsMarketingEmailMobileSearch
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Leveraging Employeesin Content Creation
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AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
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@juntajoe
Building a Following through Content &
Community
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$39,400
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@juntajoe
GIVE CONTENT GIFTS
A Rising Tide Lifts All Ships
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@juntajoe
SOCIAL MEDIA 4-1-1
Define Your Hit List of Influencers
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@juntajoe
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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@juntajoe
Joe [email protected] • @juntajoe on Twitter
THANK YOU
Week of Sept. 9, 2013 CLEVELAND, OH