content marketing with joe pulizzi - 6.21.12
TRANSCRIPT
@juntajoe
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
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
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AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
@juntajoe
AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
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
